HubSpot
Clip Creator: AI-Powered Video Tool Driving 35K+ Signups
Year: 2024
Role: Senior Product Designer
Platform: Web
Executive summary
Clip Creator is an AI-driven, short-form video creation tool designed to help marketers quickly produce engaging video content. Serving as a key acquisition channel in HubSpot’s free tools ecosystem, it has:
Attracted 35,000+ sign-ups
Enabled creation of 7,000+ videos
Significantly improved CSAT and user retention through phased, user-centered enhancements
My Role: As the UX DRI, I spearheaded design from initial concept through two major releases—an MVP (2023) and a retention-focused iteration (2024). Collaborating cross-functionally with product, engineering, and AI/ML teams, I conducted user research, led design workshops, delivered prototypes, and oversaw end-to-end implementation to ensure Clip Creator’s success.
Results
Clip Creator has attracted 35,000+ signups and facilitated the creation of over 7,000 videos, validating its value and adoption. It's a cornerstone of HubSpot's free tools strategy, driving acquisition and engagement.
35K+
Sign-ups
7K+
Videos created
The challenge: Empowering business builders through video
Why Video? Short-form video has the highest ROI for marketers, but smaller teams often lack the resources or technical know-how.
Goal: Create a user-friendly, free tool that simplifies video creation for business builders—driving adoption of HubSpot’s larger marketing suite.
Key Objectives
Acquire New Leads: Position Clip Creator as a funnel entry point, offering value upfront.
Simplify Creation: Leverage AI to reduce the complexity of video editing and content generation.
Retain & Engage: Encourage repeat usage via advanced customizations and improved UX.
Now, let’s explore each phase of clip creator
Phase 1: Building the foundation
The first phase of Clip Creator focused on validating the concept with an MVP that showcased its potential as a valuable tool for marketers and business builders.
My design process:
I began by conducting user research to understand the video creation needs and pain points of marketers. I then facilitated workshops with stakeholders to align on the product vision and prioritise features. To gain a deeper understanding of the competitive landscape, I conducted a thorough competitive analysis, evaluating existing video creation tools and identifying opportunities for Clip Creator to differentiate itself.
Designing the experience:
We prioritised simplicity and accessibility:
AI-Powered Video Generation: Users could effortlessly generate videos using a text prompt describing their desired content.
Intuitive Customization: A Google Slides-like interface allowed for basic editing, including text, images, and animations.
Flexible Sharing: Videos could be shared seamlessly via embeddable players, landing pages, or as MP4 files.
Collaboration and delivery:
Working closely with PM and engineering, I ensured the MVP aligned with user needs and technical feasibility. Competitive analysis informed design choices, ensuring differentiation from established tools like Canva and Animoto.
Visualizing the MVP
Results from phase 1
The MVP achieved rapid adoption, with 6.25k signups and 1,696 videos generated in its initial months. These outcomes validated the demand for such a tool and established Clip Creator as a key acquisition channel for HubSpot.
6.5K
Sign ups
1.7K
Videos created
Phase 2: Improving retention and satisfaction
After the successful initial launch, the focus shifted to addressing key pain points that limited long-term engagement.
My Design Process:
To gather user feedback and identify areas for improvement, I conducted usability testing sessions with Clip Creator users. These sessions involved observing users as they interacted with the tool, gathering their feedback on the user experience, and identifying any usability issues or areas of confusion. In addition to usability testing, I also facilitated workshops with cross-functional teams to brainstorm solutions and prioritise features based on user feedback.
Identifying opportunities:
Through user feedback and workshops, we identified critical areas for improvement:
Customisation limitations: Users desired more control, including starting from scratch and adding narration.
Media constraints: A need for expanded libraries of templates, images, and audio.
Retention challenges: Low CSAT (40%) and limited repeat usage highlighted the need for a more compelling experience.
Designing solutions:
I led the design and prototyping of features aimed at addressing these issues:
New Video Formats: Introduced options like portrait and full-screen videos.
Advanced Editing Tools: Added capabilities for narration, subtitles, and script creation.
Onboarding Enhancements: Simplified flows to guide users effectively through video creation.
Implementation Strategy:
The team adopted a phased approach to deliver these features iteratively, balancing complexity with impact. Dependencies were mapped to ensure things went smoothly.
Visualizing phase 2
Results from phase 2
Retention improved significantly, with CSAT scores increasing as updates were rolled out. By addressing user needs, Clip Creator transitioned from a promising MVP to a competitive tool in the video creation space.
35K+
Sign-ups
7K+
Videos created
Impact of Clip Creator since launch
Adoption: Clip Creator attracted over 35,000 new users, validating the concept and aligning with HubSpot's acquisition goals.
Engagement: Users have generated over 7,000 videos, demonstrating the tool's effectiveness and value for content creation.
Retention: Enhanced features and usability led to measurable improvements in satisfaction and repeat usage.
Strategic Alignment: Positioned Clip Creator as a cornerstone of HubSpot's microapp strategy, showcasing its commitment to AI-driven solutions.
Let’s talk!
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