Hubspot (CRM Company)

Context:

At HubSpot I worked across dozens of design tickets over the course of a year. Most of that work is either private or not yet live. This is the one project I can fully showcase.

One of my projects was unifying two overlapping sites, hubspot.com/business-templates and hubspot.com/resources, into a single Unified Templates Library.

I personally owned the Header and Hero, Featured Resources, Resources grid, and CTA components across a page serving millions of monthly visitors.

The Header and Hero:

The original header had off-brand typography and a buried CTA untouched since 2018. I rebuilt it to the 2025 brand system, tightening hierarchy and surfacing the primary action. A first-time visitor should immediately know what the page is and what to do.

What I'd measure: scroll depth past hero, CTA click-through rate, bounce rate.

The Featured Resources:

High-value resources were treated the same as everything else. I redesigned the section to create a clear editorial hierarchy, making featured content feel curated rather than dumped. Aligned with the new brand's editorial visual language.

The Resources:

The existing grid was visually inconsistent and off-brand. I rebuilt the card component system from scratch, standardizing spacing, type, image treatment, and tag taxonomy. The result improved scannability and reduced time-to-find for users.

The CTA:

CTAs across the blog and resources pages were inconsistent in placement and visual treatment. I redesigned the full CTA component set across three contexts: inline, end-of-page, and sidebar, each optimized for its specific conversion goal.

Reflection:

HubSpot taught me how to ship precise, high-quality work at scale inside a mature design system. In hindsight, I would have proactively tracked the performance of what I shipped rather than treating delivery as the finish line. That's a habit I've carried into every project since.