Product Spotlight
Re-imagination of HubSpot's monthly video series to introduce product updates.
The Problem
HubSpot published a Product Spotlight video to announce monthly feature updates, but it was in great need of improvement. The format was 15+ minutes long with less than 10% retention and low conversion. Furthermore, the existing format posed a heavy burden of gathering accurate product screen recordings and localizing for all of our regions.
The Approach
I built a standard operating procedure that touched 50+ people across the organization to gather product Figmas quickly and accurately.
The text-based format avoided the need for individual screen recordings, making localization much easier.
Highly flexible templated layouts allowed us to replicate the motion design format quickly month after month.
We hired an external copywriter to synthesize feature summaries from Product Marketers in a unified voice.
The Design
By using a motion-forward format, we were able to create 20+ templates in our core branding that could be customized and edited together for each release.
The Video
The final 3-4 minute video format was scalable month after month and consistently brought our viewer retention to over 80%. Additionally we optimized the distribution plan to greatly extend the reach of the content.