ExactTarget Product Design

Building the HubExchange App Store

Role: Product Designer

Credits: Kevin Martin, Andy Falkenstein, Nathan Sinsabaugh, and Justin Zalewski

Methods: Product Strategy / UX Design / Visual Design / Prototyping

ExactTarget, a provider of interactive marketing tools, hired Studio Science to partner in the creation of HubExchange, an online marketplace for apps that provide marketers new solutions to plan, create, automate, and measure interactive marketing campaigns in real time.

Built on the ExactTarget Interactive Marketing Hub (now Salesforce Marketing Cloud), the new applications extend the capabilities of the marketing platform with drag-and-drop automation across email, mobile, social media, and a framework for third-party application development.

We collaborated closely with the HubExchange product team throughout the project to create user stories, UX documentation, wireframes, and final design assets. The design process followed an intensive schedule of prototype iteration coordinated with ExactTarget's agile development practice.

UX workflows

Along the way the team gathered feedback from partners and created a workflows for the app submission process, administrator tools, and marketing tools.

HubExchange launch page

The Result

HubExchange launched in 2013 with more than 50 apps in the marketplace, giving marketers access to install third-party apps directly into the Interactive Marketing Hub. This simplifyied the process for marketers to bring apps and data together to power more targeted digital marketing.

Later that year, Salesforce acquired ExactTarget for $2.5 billion in cash — a 50% premium above the previous day's market price for ExactTarget shares.