USABILITY IMPROVEMENT
Streamlining HubSpot's external domains connection process
A case study on how we streamlined the domain connection process, saving $120,000 in support costs, reducing strain on our onboarding team, and enabling users to launch their websites faster with a seamless, stress-free experience.
Timeline
From explorations to final designs in 5 weeks while working with multiple projects at the same time
Background
After launching Content Hub, we faced an unexpected challenge: users struggled to connect their domains, delaying their website launches and leading to mounting frustration. The process was too technical, riddled with complexity, and left users feeling overwhelmed. What should have been a seamless transition quickly became a roadblock, turning excitement into stress.
The Problem
As we dug deeper, a troubling trend emerged—many users were getting stuck before they could even go live. Connecting externally owned domains was the primary hurdle, with users struggling to navigate technical steps and copy DNS records correctly. The impact was clear:
35% of users abandoned the setup before successfully connecting their domain.
40% of users contacted support, overwhelming our onboarding specialists.
NPS dropped by 15% during onboarding, with feedback highlighting frustration and confusion.
This wasn’t just a usability issue; it was a trust issue. If users couldn’t go live quickly, their confidence in HubSpot would erode, increasing the likelihood of churn. We knew we had to act. Our goal became clear: streamline the domain connection process, enabling users to launch their sites within 14 days and restoring their confidence in HubSpot.
To tackle this challenge, I collaborated with a cross-functional team of designers, engineers, product managers, and data analysts. We focused on understanding user pain points and building an efficient, user-friendly solution.
Research & Planning
Through user interviews and discussions with onboarding specialists and users who had recently gone through the domain connection process, we uncovered critical insights:
Users struggled with copying and pasting DNS records accurately.
Many lacked credentials for their domain providers, halting progress.
Errors during the setup process often led to frustration and abandonment.
Design & Prototyping
Based on these insights, we brainstormed three potential approaches:
Maintain the manual process for advanced users.
Introduce a feature to share the setup link with IT teams.
Partner with a third-party automation vendor for a seamless domain connection experience that would do all the above.
After evaluating feasibility and user impact, we chose the third option, as it directly addressed user pain points while maintaining flexibility for IT team involvement. It also transformed our 10 step process to 2 steps
Implementation
In exploring solutions, we considered multiple approaches before analyzing how competitors tackled similar challenges. After careful evaluation, we decided to partner with a third-party domain connection app to simplify the process for users. This collaboration not only streamlined domain setup but also provided users with the option to seek external assistance from the third party’s support team.
What made this solution particularly interesting was the need to bridge two design systems—ensuring seamless integration between the third-party platform and HubSpot’s design requirements. Through this partnership, we successfully transformed a complex 10-step process into just 2 steps, significantly increasing efficiency and ease of use. This reduction in friction empowered users to connect their domains faster, improving their overall experience while reducing support dependency.
Testing & Optimization
We conducted rigorous user testing to evaluate whether the solution enhanced ease of use, met our success metrics, and boosted user confidence. Through real-world feedback and data-driven insights, we assessed its impact, ensuring a smoother, more intuitive experience.
We streamlined the domain connection process by introducing automation while maintaining flexibility for advanced users. By integrating a third-party solution and providing support options, we reduced complexity, improved efficiency, and empowered users to choose the best path for their needs.
Understanding User Needs
Through research, we identified that users desired a more automated domain connection process to eliminate the error-prone copy-and-paste DNS setup.
Designing for Flexibility
To accommodate diverse user needs, we introduced two pathways: an automated third-party integration for ease of use and a manual option for advanced users who preferred greater control.
Empowering User Choice & Support
In the automated flow, we added an option for users to seek help from their IT teams by generating a shareable link. This feature ensured that users who were unsure of their domain provider or needed additional support could easily collaborate with back-office teams, reducing frustration and improving success rates.
Here, the outcomes and achievements of the project are highlighted, including user feedback and adoption rates.
Higher completion rates
75% of users completed the process within 14 days, up from 40% previously.
Reduced support tickets
Support requests dropped by 60%, saving HubSpot $120,000 annually in onboarding costs.
Improved User satisfaction
NPS scores for the onboarding experience increased by 30%, with users praising the ease and simplicity of the new flow.