Hootsuite

Unlocking $200k ARR through constraint-heavy integration design

Led end-to-end design of a high-constraint Salesforce integration, paving the way for future B2B integrations

Role

Staff Product Designer

Scope

Enterprise Salesforce integration design

Timeframe

Three months

Org reach

3 product teams, Sales, RevOps, Product & Engineering

Impact summary

Generated $200k in new ARR in the first week after launch

Enabled net-new ICP enterprise adoption

Doubled Salesforce app exchange views

Created a framework for delivering B2B integrations

“Jolie's passion for all things design is infectious! Every interaction with her leaves me with a better understanding and appreciation for the design process.”

–Nirav Patel, Senior Director, Innovation – Hootsuite

The problem & context

Hootsuite is an social marketing platform serving 22 million global marketing professionals. The business wished to target new B2B enterprise ICP users with a Salesforce integration to operationalize social data within existing revenue workflows. Early assumptions targeted the wrong user persona, creating risk for the business and project success.

Core functionality was locked in the Hootsuite platform, not where users worked

Scrappy third-party developer integrations were low quality and missing the mark

Persona and strategy were lacking evidence, introducing risk

User needs

Enterprise teams demanded a simpler, more trustworthy way to access social data without losing context. I led project discovery and the end-to-end design across platform areas to meet the user where they're at, in the platforms where they operated day-to-day.

Business goal

The business needed to expand into new ICP customer segments and accelerate enterprise adoption in order to thrive. I was brought in to this ambiguous problem space to define the end-to-end experience; facilitate alignment across four product areas; create standards for third-party integrations and scope the smallest possible UX with the largest impact.

Hootsuite → Salesforce integration

Approach

My strategy was to reduce ambiguity early by clarifying the target persona, creating a shared cross-platform IA, and defining a repeatable UX foundation for future integrations. To accomplish this, I…

Reframed the cross-org problem around a Customer Care persona

Aligned on a shared cross-platform information architecture

Simplified complex workflows to reduce cognitive load

Elevated the existing product UX to meet ICP expectations

Created a reusable design framework for third-party integrations

Elevating quality of craft, and bringing clarity to complexity, for ease of use

Before

After

Developing a components library to make future third-party integrations easy

Impact

This work became the template for how Hootsuite evaluates, scopes, and ships third-party integrations.

$200k

ARR generated in the first week after launch

Doubled Salesforce App Exchange views

➕

Established a UX quality framework for third-party integrations

Closing insight

This project reinforced how early alignment, shared mental models, and user validation raise the quality bar, turning high-risk integrations into scalable growth drivers.

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