Hootsuite
As Senior Staff Designer, I unblocked activation and shaped a cross-platform strategy for Growth. I partnered with five product teams to reframe success to deliver early wins; define a clearer activation path for new users, and; introduced new frameworks for rapid validation and design for entitlements.
This work saved the company from a serious e-comm activation dip; shifted leadership from feature-led priorities to activation-led decision making and demonstrated a new way for teams from across the organization to work together to deliver short-term success and nurture long-term strategy.
–Billy Jones, Chief Marketing Officer – Hootsuite
1
2
3
Data and qualitative feedback demonstrated that the Hootsuite dashboard was cluttered, confusing and did not show immediate value. I was brought in to deliver a simple, action-oriented workflow that met users where they're at.
We needed to increase activation and feature adoption across a $100M revenue area and FAST. I onboarded quickly, aligned teams around a singular strategy, built an extensible UX and framework to be utilized across the product, and made an analyst-grade tool usable for all user maturities.
Total initiative, including development, was 3 weeks.
My strategy was to ask the hard questions early; align the goals around activation; clarify user Jobs to Be Done, and; validate quickly to reduce risk. To accomplish this, I…
1
2
3
4
5
6
Before
After
Beyond the metrics, this work established a scalable activation framework for Growth, adopted by adjacent teams, and used to guide future onboarding experiments.
20%
19k
+/-
