Context
Hubble is a digital employee experience (DEX) platform designed to help distributed teams stay productive and supported. By monitoring the performance of remote devices, networks, and applications, HubbleIQ empowers IT teams to proactively identify issues, reduce support tickets, and improve the tech experience for end users.
As remote work becomes standard, DEX tools like HubbleIQ are playing a central role in shaping productivity, satisfaction, and digital access across industries.
HubbleIQ entered a fast-growing category with a strong product vision and early offering, but needed to sharpen its messaging, improve user adoption, and reduce acquisition costs. With increased pressure to demonstrate traction ahead of a funding milestone, the team partnered with us to address key challenges.
Core User Research
Build a clearer understanding of buyer needs, competitive context, and customer pain points to help the value proposition break through.
Elevated Product Experience
Redesign onboarding and core flows to reduce friction, showcase value faster, and create a more intuitive, conversion-ready experience for new and returning users.
Scalable Growth
Develop a go-to-market approach focused on product-led growth, scalable messaging frameworks, and cost-effective channels to replace broad, unsustainable paid campaigns.
Solutions
We led research, redesigned key user flows, and developed a product-led go-to-market strategy to drive clarity, conversion, and scalable adoption.
To support HubbleIQ’s product and growth ambitions, we conducted research across user, competitor, and market layers. This included qualitative interviews with IT leaders and end users, competitive benchmarking, and messaging audits. We also implemented a system for continuous user feedback to drive product improvement and support product-market fit discovery.
This work revealed opportunities to streamline onboarding, strengthen messaging, and position HubbleIQ as a proactive, user-first platform for digital experience management.
We built a foundation of actionable insight through mapping user behavior, surfacing friction points, and identifying high-potential market segments to guide product and growth strategy.
Insights
01
Dig into the friction
Our interviews uncovered patterns of frustration around onboarding and platform clarity, which informed feature prioritization and UX changes across the product.
02
Go beyond features
We found that decision-makers were more motivated by the business impact of digital experience than the technical features themselves, and shaped our messaging strategy to focus on outcomes.
03
Position for confidence
Market analysis revealed that many competitors leaned into fear-based messaging. We recommended a tone shift toward assurance and capability, helping HubbleIQ feel like a strategic ally rather than a reactive tool.
Trends surfaced during our research efforts highlighted the need to gain ground in the market during the consideration phase of the buyer’s journey. We focused our product experience improvements around these insights.
This included an updated onboarding flow, an improved new user experience grounded in communicating the platform’s value, and clearer site architecture and data visualization elements. A revamped design system tied in these updates and supported efforts to hone in on key brand concepts.
The redesigned experience showcased HubbleIQ’s capabilities with clarity and laid the groundwork for faster, more confident adoption.
Insights
01
Make complexity feel simple
We simplified onboarding and early UX flows to orient users quickly, emphasizing what the platform does, and guiding them towards quick wins and deeper engagement.
02
Design with the pitch in mind
Every screen was reframed to reinforce HubbleIQ’s core value proposition through structure, language, and hierarchy.
03
Unify the system
The new design system brought cohesion to disparate parts of the product, streamlining future development and creating a more trustworthy, enterprise-grade user interface.
As HubbleIQ approached a critical growth phase, we supported a shift toward product-led acquisition, while testing and optimizing early paid efforts. We mapped key buyer journeys, identified effective acquisition channels, and developed messaging tailored to IT buyers.
Our recommendations helped HubbleIQ ramp down broad ad spend in favor of more targeted, cost-effective tactics—ultimately driving down CAC while improving lead quality and conversion.
We combined early growth marketing with long-term GTM planning to set HubbleIQ up for sustainable, repeatable traction.
Insights
01
Follow the signal
Early channel testing showed strong traction on select platforms, enabling a shift in ad spend to higher yield opportunities.
02
Turn usage into adoption
Improving onboarding and in-product messaging helped turn usage into conversion, reducing reliance on expensive paid acquisition.
03
Think beyond launch
We prioritized feedback loops between product, marketing, and sales, ensuring our GTM was a responsive system of growth inputs.
Outcomes
Hubble is accelerating productivity for companies and cities, with a seamless and intelligent digital experience suite, proactively driving performance of critical applications.
Our work helped HubbleIQ streamline its user experience, focus its go-to-market efforts, and demonstrate measurable traction ahead of a key funding milestone.
The redesigned onboarding and dashboard experience drove faster adoption and reduced drop-off, while a more focused growth strategy improved lead quality and reduced customer acquisition costs. These improvements helped support a successful fundraising, and public-sector recognition, and AWS partnerships.
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