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The best thing you can do
for yourself, and anyone else.
...So what is a HUG?
Quarterly opportunity to:
...with free food!
This is a quarterly event, changing topics
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Some theory, some practical examples
Your event, so we’re here to help you
succeed in inbound and on HubSpot.
Created for you
Studio Lead and UX Specialist
How UX can be improved with
How HubSpot CMS can support
your Growth-Driven Design
GOOD UX = CONVERSION = REVENUE = SUCCESS
Good UX directly impacts
the success of a company
Destroys Conversion It’s a common problem
in digital marketing.
Fortunately this can
Can’t find what you are
● Too much happening
on the page
● Eyes gets drawn in all
● Too many options to
● Confusing labels
● Too many focal points
● Can’t figure out where
● Content hidden
● Continuous scrolling
in all directions
Slow page load
● Wait for content to load
● Causes frustration
● Instant drop-off
● Not profiling your buyer
● Ignore user data
● Competitors research without
validating it with user data
● Follow stakeholder agendas
and opinions instead of data
High level analysis of your
- How do users feel?
- Easy to use?
- Portray clear picture of how
you can help?
- Easy to achieve intended
It’s a baseline for the type of
UX you want to create based
on the goals that needs to be
Wondering how to
Experience on your
Source: Blackbox Visual
A smarter systematic approach of
improving your website’s performance
based on real user data.
Design is Broken
● High risk
● 3-6 month build time
● Budget spent upfront
● Built on assumptions
● Unpredictable results
● Often late & over budget
● Low risk
● 2-3 month build period
● Budget spent over time
● Built on data-driven decisions
● Optimization drives results
● Launch on-time & on-budget
Frustrating / Slow / Expensive / Produces Poor Results
GDD WebsiteTraditional Website
1. Launch quickly
2. Make impactful
3. Use real user data to
reach intended goals
4. Spread your investment
Source: JT Grauke for Focus Lab - Dribble
starts with a growth
Build a website that is
better than what you
GDD = 3 Major stages
To understand your buyer
persona’s needs and frustrations
and decide how the website can
solve problems along their user
● Who are they?
● What challenges are they facing?
● What are their goals?
● Where does the website fit in as a
part of that?
Source: Ronald Rabideau - Dribbble
1. Business goals
2. Website goals
3. Current challenges
4. Ideal customers
5. User journey
6. Brainstorm wish list
Discovery - Deep
dive into your
Source: Jason Fallas - Dribble
4. Combination of all
UX research -
1. Content audit
2. Information grouping
3. Site map and outlines
of the structure
Source: Eric Miller - Dribble
To quickly build a website that
looks and performs better than
what you have today, but isn’t a
● It’s a foundation on which you build and
● Launch quickly without sacrificing quality
● Collect data from real users interacting with
● Equipped to make better data driven
decisions to improve your website.
Source: Nevena Milivojevic - Dribbble
Complete designs and
Breath life into
Plan structure based on
user needs and
Develop & Test
website and test
To identify the most impactful
ways to improve the website and
drive better results at this moment
● Launch Pad is live
● Collect real user data
● Start continuous improvement efforts
● Build high-impact items
● Gain momentum month over month
First, Let’s get laser focused!
Source: Marija Ristic - Dribbble
● Set clear expectations with all
● Measure specific focus metrics
and report progress to goals
Ensure you focus your time &
effort on improving the most
Generating a continuous flow of unique
visitors to the website.
Ensuring that all the items on the site
provide value to the user.
Is the site intuitive and easy to use so
users can unlock that value as quick as
4. CONVERSION RATE OPTIMIZATION
Reducing friction and steps in our
conversion funnels on the site to ensure
maximum conversion of a desired
Getting users to come back again and again
to solve other problems along their journey.
Do users get a highly contextualized
experience to best fit their wants, needs
Developing new tools, resources, sections of
the website that users would be willing to
pay money for, but you offer for free.
After they experience the value, how do we
get users to bring all their friends to
experience it as well.
Plan Build Learn Transfer Repeat
The Step-By-Step Process
Once focus area has been determined its
time to move through a step-by-step
process to build items that will impact your
Plan Identify what are the most impactful items to
build or optimize at this point in time which
will help drive you towards your goals.
Prioritize and identify the highest impact items that
will boost performance in your focus area.
● Working in sprint with a
● Run experiments
It’s time to get things
done and build out the
action items that was
prioritised in the
previous planning step.
Source: FM ILLUSTRATION - Dribbble
you've run to extract
learnings about your
● It’s a critical step and often
● Gain a deep understanding
of how to help audience
Source: Oleg Shcherba - Behance
Share learnings with
other parts of the
company like marketing
● Make recommendations on
how to improve
● Ask questions to pull insights
and fill gaps in your research
● Collaboration opportunities
Source: Jokūbas - Dribble
Continually repeat all
the previous steps and
build momentum each
● Repeat cycle every two weeks
● Build new action items
● Hit “focus metric” goal
● Move to the next primary
Source: Gal Shir - Dribble
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