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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Customer-Driven Product Development: 6 Steps to Using Live Chat For User Testing

The use case for live chat on a website seems obvious at first glance. It’s a support tool that allows users to more quickly and painlessly get help from your team, rather than having to fill out a ticket or call. Here at the Signals team, however, we use live chat for one other very distinct use case: user testing.

The beauty of live chat is that it creates an avenue for you to speak with users when they’re in the thick of their experience with your product. As I explained in my previous post, it helps you get to the real problem. In addition, you can actually use it for gathering both qualitative and quantitative -- if executed under the right circumstances.

Why live chat for user testing?

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The Classic "QA Team" is Obsolete

When it comes down to building and deploying quality software, don't be misled into thinking that the classic "QA Team" is the best solution for your main line of defense. For an early-stage start-up that may be the only viable option. For anyone looking to be a major player in their ecosystem, there's a smarter way, and that involves evolving your QA team(s) into User Experience (UX) and Test Automation teams. 

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How to remotely test prototypes of mobile apps

The HubSpot usability team loves to get feedback on apps we’re developing to make our customer's marketing lives easier. But testing in the mobile environment presents a unique set of challenges. We recently devised a system that allows us to get much more insight from our testing sprints with real mobile users, using real apps in their natural environment -- in situ -- and discovered a whole new set of questions we were able to ask as a result.

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8 Tips for Doing Usability Testing at a Fast-Paced Company

At HubSpot, we have one of the fastest development teams around. Our dev team continuously deploys code, up to 100 times per day, so our product is constantly changing. This leads to several challenges for us on the UX team, whose job it is to ensure that the software is easy and enjoyable to use.

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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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