Key Learnings From Designing Social Reports: A Reporting Tool with Context

Last year, our customers used HubSpot’s social software to share over 6 million posts on social media. Creating and publishing social content was a breeze but their feedback made it clear that gauging the impact of that content was more of a challenge. Customers didn’t just need data, they needed a tool to help them be better marketers, so we set out to build a social reporting solution. We launched Social Reports a few months ago and I wanted to share some insights from that process since data visualization can be a particularly tricky design challenge.

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Microcopy: The Voice of your Product

Microcopy can make or break your product's user experience. Good microcopy goes beyond just telling your users what they need to do to make your product work -- it engages their emotions, generates trust, deepens loyalty, develops a sense of agency and empowerment, and creates an unshakeable bond between user and product. 

Done poorly, microcopy can make your user experience go very wrong, very fast. And the toughest aspect of microcopy is often just finding the proper voice for your product, then the applying the appropriate tone for that voice in any given context. Find out how the HubSpot product team approaches voice and tone -- and microcopy in general -- in this Tech Talk from January, 2015.

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5 Reasons Your Product Doesn't Look Like the Mockup

One of the most common frustrations in software product development is the disconnect between what a designer envisions and what a development team delivers. As a product manager, I am certainly not alone in my experience of repeatedly trying to untangle why the product that our team shipped deviated so much from the original concepts we saw come from the designer(s) on a project.

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Your Designers Are Not Artists

The following is an excerpt from a blog post by Keith Frankel (@thekeithf). You can read the full article on the Inbound Marketing blog.

Design is first and foremost a job of solving problems. Designers see (or are tasked with responding to) a need. They must brainstorm how to best satisfy that need, create the solution, and then send the result out into the world for others to enjoy...

Having said that, always keep in mind that the goal of design is, first and foremost, to support the function of your content by providing thoughtful solutions to your problems. In such a way, designers are ultimately responsible for improving the overall quality of a consumer’s experience with your content.

Continue to the Inbound Marketing blog for the full story.

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Designing HubSpot's Content

We've made a lot of changes inside the Hubspot product over the last year. There's been a huge push to create a more consistent and reliable foundation for all of the user interfaces throughout the product. This means attacking all of the areas of the software that exhibit similar behavior and uses, like toolbars, sidebars, footers, and so on. Ideally, these should all look and work in similar ways so that your users don't have to keep teaching themselves how to use each interface from scratch.

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The New HubSpot Nav Bar Design: A Web App Usability Study

Now that we've started doing a better job on this blog of providing you a glimpse at how our development and design processes work here at HubSpot, it's time we shed some light on the design half of the equation. We've recently overhauled our product navigation menu, so we thought this would make an excellent case study for looking at how customer research and testing have helped us move in the right direction, and move quickly.

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