Category
Platform Redesign
Duration
September 2021 – June 2022
Back to portfolio
Hooks
Reimagining a marketing automation leader’s platform for agility, clarity, and seamless scalability
When Power Outpaced Usability
Hooks , a pioneer in marketing automation, faced a paradox: its platform, while powerful, had grown intimidating. Users struggled with labyrinthine workflows, fragmented analytics, and a steep learning curve that alienated non-technical teams. Competitors capitalized on this friction, pitching “simplicity” as their edge. Hooks needed to reclaim its throne—not by diluting its capabilities, but by transforming complexity into intuitive control. The mission? Make enterprise-grade tools feel effortless.
Designing Clarity into Chaos
We began by mapping the entire user journey—from CMO strategists to junior campaign managers—uncovering pain points like hidden features, inconsistent terminology, and cognitive overload. Workshops with power users revealed a craving for modularity: the ability to customize workflows without drowning in options.
The redesign centered on progressive disclosure. We introduced a unified dashboard with context-aware panels that surfaced critical tools based on user roles and goals. Advanced features remained accessible but tucked behind clean, conversational menus. A new visual language replaced jargon-heavy labels with intuitive icons and plain-language tooltips, turning “lead scoring matrixes” into “audience prioritization dials.”
Collaboration became core. We built real-time co-editing tools, allowing marketers, sales teams, and designers to annotate campaigns directly within workflows. AI-driven “SmartSuggest” learned user habits, automating repetitive tasks like audience segmentation or A/B test setup. Behind the scenes, we rearchitected the platform’s backend for one-click integrations, letting users plug in CRM tools or analytics suites without coding.
Democratizing Marketing Mastery
Hooks evolution sparked a cultural shift. New users onboarded 50% faster, while veterans praised the platform’s newfound flexibility. Teams that once relied on IT for basic tasks now launched cross-channel campaigns independently, fostering creativity and experimentation.
+60%
Campaign Launch Times
-45%
Training Costs
The platform’s redesign influenced industry standards, with competitors scrambling to adopt similar “adaptive UI” principles. Analysts noted a resurgence in Hooks enterprise appeal, particularly among Fortune 500 companies seeking depth without rigidity. Internally, customer support tickets for usability issues dropped by half, and partner ecosystems flourished as developers leveraged the streamlined API architecture.
Most telling? A surge in user-generated content—Hooks community forums buzzed with tutorials on hacking the new tools, proving that simplicity hadn’t sacrificed sophistication.
