Helping small businesses scale by reimagining how products are sold

How do you turn a messy quoting process into a seamless experience that helps sales reps close deals in minutes, not hours?

When I joined HubSpot, the Commerce billing platform only allowed sales reps to sell through a single path. Customers created a single product or service, then manually added it into a sales tool. For small businesses starting out, this was how most of them sell. But through research, I discovered that reps struggled with the ability to sell in packages, and the existing workflow simply didn’t scale as our customers grew.

We set out with a clear goal to help customers sell more efficiently and unlock growth. Our hypothesis was this: If we could streamline the quoting process, reps would close deals faster, average transaction sizes would increase, and businesses could package their products in ways that actually matched how they sold in the real world.

Research

Over three weeks, we interviewed customers to understand how admins and reps currently sell. We uncovered three core pain points:

1. Hard to scale: Packaging products was common but difficult to manage.

2. Takes too long: Adding products one by one was overwhelming for quoting and invoicing.

3. Error prone: Too many SKUs led reps to fact-check with spreadsheets.

This shaped our guiding question: How might we enable sales reps to sell efficiently, quickly, and accurately?

Design approach

I mapped the sales journey in collaboration with the team to identify where bundling could make the most impact by optimizing the selling stages. I began exploring design concepts to challenge assumptions and get feedback from stakeholders. The design concept emerged organically around the idea of product "bundling". I experimented with iterations that moved from early AI concepts to high-fidelity prototypes ready for testing.

Validation

Through multiple rounds of usability testing and iteration, we achieved a 100% task completion rate and received positive feedback from sales reps. In particular, they mentioned the time saved with bundling and the ability to upsell more effectively. These insights helped refine the design details that eventually released product bundles, shipping to all HubSpot users.

Every time we quote someone, we have to add line items. This would be a time-saver.

This is what we are looking for. This is really great, the design is great.

Bundles creation

The bundle creation editor provides a quick and easy way for sales teams to accurately represent the products and services they sell. Reps can create their own bundles and create customization based on buyer needs. We built this tool to centralize the creation of bundles faster and more efficiently. 

Bundles display

In the bundles space, teams can collaborate and visualize all their product bundles, pulled from a single data source. They can gain visibility to new products being sold and changed, providing a holistic view of their sales strategy all in the CRM.

Bundles in sales tools

Sales reps can add bundles in all sales tools, including Deals Quotes, Subscriptions, Invoices, and Payment Links. they can see which products are part of bundles which is visible for buyers as well. Our key goal was to help streamline the sales process by creating a more transparent decision making for buyers and increase up-selling for merchants.