Improving HubSpot’s Lead Form Experience.


About the Project.

The Next Five is a career assessment that helps users identify their focus for the next five years of their careers. The quiz asks 19 questions to help gauge users' interests, strengths, and working style. Once a user reaches the end of the quiz, they receive a “result,” which includes an in-depth, customized plan to aid career growth.


In my role as Content Strategist, I was responsible for...

  • Project management

  • Whiteboarding, sketching, and wireframing

  • Determining and building out quiz logic

  • Crafting conversational quiz questions and answers

  • Building answer pages using HubSpot's CMS and pre-made style guide modules

  • Writing, designing, and curating content

  • Organizing and implementing a detailed campaign plan

  • Measuring results


Tools / Software:

  • Google Sheets
  • HubSpot

The Challenge.

As a Content Strategist at HubSpot, my goal was to generate leads. This often meant writing and designing a long-form piece of content (usually an ebook or template) and gating it behind a form on a landing page. In order to download the content, a user had to fill out a 13-field form.

There was one problem with this; leads were down. Users were flocking to blog content to avoid filling out a form. The lead form experience was fundamentally broken. 

Leads were down. Users were flocking to blog content to avoid filling out a form.


Here’s what HubSpot’s forms used to look like:


So, how might we...

Create… a lead generating offer
For… young marketing and sales professionals
To… help them successfully navigate the next step in their careers
And improve… the user experience of filling out a 13-field, sales-qualifying landing page form in exchange for high-quality content.

My Process.


  • Identified the problem.
  • Brainstormed potential content topics and products.
  • Researched and analyzed competitive tools and pieces of content.
  • Empathized with and took time to deeply understand personas.
  • Iterated.


  • Determined goals.
  • Finalized direction, personas, and timeline.
  • Met with stakeholders.
  • Iterated.


  • Brainstorming, whiteboarding, and documenting.
  • Determined quiz logic.
  • Sketches.
  • Created a brief style guide for content consistency.
  • Wireframes.
  • Handed necessary pieces over to development.
  • Supported development.
  • Designed "result" pages in HubSpot's CMS.
  • Iterated.

Quiz logic was built out and tested in a Google Spreadsheet before moving to development:



  • User tested quiz logic before designing.
  • User tested high-fidelity MVP and collected feedback.
  • Iterated.


  • Launched.
  • Promoted.
  • Measured results.
  • Iterated.

The Solution.

My mission was to create an alternative, experimental lead generating offer where the form was part of the content itself. After a few brainstorms and whiteboarding sessions, we ended up on the concept of a quiz or assessment where sales-qualifying lead fields were sandwiched between quiz-related questions.

Once the user fills out the quiz, they receive one of nine results showing what the next step in their career should be. This result comes with a list of curated content and resources to support and promote career growth over the next five years.

In the end, we created a successful MVP quiz that generated leads in a fresh new way. This experiment moved HubSpot's Content Team forward and blazed a trail for future lead generating content.

Answer page example.

All potential results:

  1. Become a Manager

  2. Leave Your Company

  3. Start Your Own Company

  4. Step Away From Management

  5. Grow As a Leader

  6. Scale Your Team

  7. Pursue An Internship

  8. Expand Your Skillset

  9. Make a Lateral Move


User feedback:


Future Iterations.

Don’t ask users sensitive career questions ... and then also ask for the name of the company they work for.

After launch, the biggest piece of user feedback we received was in regards to the form. Users felt very uncomfortable answering the quiz questions honestly when it included required, sales-qualifying fields about the company they worked for.


Lessons for next time:

  • Make this quiz prospect generation-only (just email required) instead of lead generation (several fields required, including company information).

  • Build in more time for the design process and low-fidelity testing before moving to development.
  • Try this lead-generating quiz concept with a different content topic (not career-related).

Continue Reading:


Winning Austin’s Adobe Creative Jam.’ News Publication.

See how I designed an app in three hours, following the theme: "Don't Panic."


Seen enough? Let's chat.