Launching a Modern SaaS Experience for Hubble
Repositioning an enterprise financial platform for a new generation of finance professionals
Hubble represented more than a website redesign—it was a complete product repositioning. As Digital Marketing Manager, I helped transform Hubble into a modern SaaS brand by simplifying the customer journey, modernizing the visual identity, and creating a digital experience that connected product education, marketing, and lead generation.
PROJECT SNAPSHOT
Role
Digital Marketing Manager
Timeline
2016–2019
Industry
Enterprise SaaS / Financial Reporting
Platform
Hubble ERP
Focus
Product Strategy • UX • Brand • Marketing
Responsibilities
UX Strategy • Web Development • SEO • Creative Direction • Stakeholder Collaboration
BUSINESS CONTEXT
Modernizing an Established Product
Hubble had built a strong reputation within the financial reporting industry, but its digital experience no longer reflected the speed, usability, or innovation customers expected from modern SaaS products.
As the product evolved, the opportunity emerged to reposition Hubble as a unified platform with a clearer value proposition, improved customer experience, and stronger digital presence.
The redesign focused on helping finance professionals quickly understand the platform while simplifying the path from product discovery to evaluation.
THE CHALLENGE
Balancing Product Education with Simplicity
Financial reporting software is naturally complex, but the buying experience didn't need to be.
The challenge was to communicate sophisticated capabilities without overwhelming prospective customers.
Core Challenges
- Unify multiple product offerings into a single platform
- Simplify technical messaging
- Modernize an aging visual identity
- Improve the purchasing journey
- Increase visibility through SEO and content strategy
MY ROLE
Connecting Product, Marketing, and User Experience
As Digital Marketing Manager, I helped guide the product's digital transformation from strategy through execution.
Primary Responsibilities
- UX Strategy
- Brand Development
- Website Architecture
- SEO Strategy
- Front-end Development
- Design Direction
- Stakeholder Collaboration
- Marketing Campaign Support
Working across marketing, design, and development allowed me to create a more cohesive customer experience while supporting broader business goals.
Making Complex Software Easier to Understand
Research showed that competing ERP platforms often overwhelmed customers with technical language and feature-heavy interfaces.
Our strategy focused on helping visitors understand what Hubble solved before explaining how it worked.
Key improvements included:
- Simplified navigation
- Clear product positioning
- Modern visual identity
- Improved purchasing flow
- Educational content supporting decision making
DESIGN APPROACH
Building a Product Experience Around Users
The redesigned experience introduced a cleaner interface, responsive layouts, and stronger information hierarchy to improve usability across every stage of the customer journey.
Navigation was simplified, calls-to-action became more prominent, and product pages were reorganized to emphasize customer value rather than feature lists.
The result was a digital experience that felt approachable while maintaining the credibility expected by enterprise customers.
BUSINESS IMPACT
Repositioning the Product for Growth
The redesign strengthened Hubble's digital presence by improving usability, simplifying product discovery, and creating a more recognizable brand experience.
Outcomes
- Stronger product positioning
- Improved website usability
- Better customer engagement
- Increased organic visibility
- Modernized digital brand
- More effective lead generation
REFLECTION
Designing for Adoption
This project reinforced that great product experiences begin long before users interact with software.
Helping customers understand value, reducing complexity, and creating confidence throughout the buying journey proved just as important as the interface itself.
Working across UX, marketing, and product strategy strengthened my ability to connect business goals with customer needs while creating experiences that support long-term product growth.
Behind the Process
