Apollo is the leading AI sales intelligence and engagement platform, empowering millions of professionals to find prospects, automate outreach, and grow their pipeline. With a rapidly evolving product and a user base that spans GTM teams, marketers, and founders, Apollo’s team constantly refines their user experience to keep pace with customer expectations. Apollo stands out as one of the few B2B SaaS platforms that has invested in building a truly scaled UX research function, a rarity in the sales technology space. While many growth-stage SaaS companies focus primarily on data analytics and conversion metrics, Apollo’s dedicated UX research team brings human context to those numbers, ensuring that every product decision is grounded in real user behavior and motivation.

Hubble's Impact TLDR;

• Addition of full-suite of unmoderated research capabilities
• Access to AI interview insights for research scale and depth
• 40% faster prototype research study completion time
• 4X increased unmoderated study insights

Use Case 1: Unmoderated Prototype Tests

As Apollo’s product velocity accelerated with new features, experiments, and UX refinements shipping almost weekly, the need for rapid, scalable feedback became critical. As the need for rapid research continued to grow, Apollo's research team needed a way to validate flows, identify friction, and capture user reactions within hours. Unmoderated testing emerged as the perfect fit: It allowed Apollo’s teams to launch studies asynchronously, gather diverse feedback at scale, and continuously refine the user experience without slowing down releases. By integrating unmoderated research into their development rhythm, Apollo's world class research team could ensure that every iteration was grounded in real user insight.

Apollo’s research team has leveraged Hubble’s unmoderated studies to test interactive Figma prototypes early in the design process. This allowed researchers to validate navigation flows, visual hierarchy, and task comprehension before passing designs off to engineering. Participants interacted with clickable prototypes and shared real-time screen recordings and think-aloud feedback, helping the product team catch usability issues and refine concepts at the earliest stages.

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Use Case 2: Live Web App Testing

Beyond prototypes, Apollo’s research team also used unmoderated studies to evaluate the usability of core features within its end-to-end GTM platform. With a product that spans prospecting, engagement, automation, and analytics, maintaining a seamless user experience across workflows became an important priority. Unmoderated web app testing allowed the Apollo team to observe how users discovered, understood, and navigated features in real environments, revealing points of friction and areas of improvement. By identifying where users struggled or dropped off, the team could rapidly iterate on design and interaction patterns, ensuring that new capabilities enhanced the overall workflow rather than adding complexity. This continuous feedback loop helped Apollo refine usability across the entire sales journey, keeping the platform intuitive even as it continued to expanded in scope and functionality.

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Use Case 3: AI Moderated Interviews

Apollo also started using Hubble's AI-moderated interviews to scale conversational insights via unmoderated studies. These AI interviews allowed Apollo to capture open-ended feedback from users at any time, without needing a researcher or moderator present. Instead of scheduling live calls, the team could set up conversational interview flows that dynamically probed based on participants’ responses — asking context-aware follow-ups like “What made this feature confusing?” or “How does this fit into your current workflow?” The result was richer, more natural qualitative data collected asynchronously, with transcripts and summaries automatically generated by Hubble’s AI. This gave Apollo’s research team the ability to run dozens of interviews in parallel, uncovering nuanced user motivations and pain points at the same scale and speed as their product releases.

One of the biggest advantages Apollo found in Hubble was the ability to embed AI-moderated interviews directly within unmoderated studies. Instead of running separate sessions for qualitative and quantitative feedback, Apollo’s researchers could now combine both in a single flow — for example, asking participants to complete a prototype task and then seamlessly transition into an AI-driven interview that probed their reasoning and reactions. This hybrid setup allowed Apollo to capture not only what users did, but also why they did it — without adding logistical overhead or delaying release cycles. By layering conversational AI tasks within unmoderated studies, Apollo gained richer insights at scale, enabling the team to pair behavioral data with contextual understanding in one cohesive, automated workflow.

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Use Case 4: Card Sorting & IA Tests

Lastly, card sorting and IA testing has been utilized by the team to better understand how users mentally organize and prioritize key concepts within the platform. As the product expanded to include more tools for prospecting, engagement, and analytics, it became essential to validate how customers grouped features, labeled categories, and navigated between workflows. Using Hubble’s hybrid card sorting tool, Apollo invited a diverse mix of users to categorize features and terminology in ways that felt most intuitive to them. The resulting data revealed clear patterns in how different user types conceptualized their workflows, helping Apollo refine its information architecture, menu structures, and feature naming. This process gave the team empirical evidence to support design decisions and ensure that the platform’s navigation aligned closely with real customer mental models.

Hubble's Impact on Apollo's Research

With unmoderated testing, AI-moderated interviews, and IA testing tools like card sorting and tree testing, Apollo’s researchers can now move from questions to insights in a fraction of the time, without sacrificing depth or rigor. What once took weeks of coordination now happens in days, empowering designers, PMs, and researchers alike to make confident, user-driven decisions at the pace of product innovation. Looking ahead, Apollo plans to expand its use of Hubble across even more teams and initiatives — from ongoing UX benchmarking and onboarding optimization to early-stage concept validation — ensuring that rapid, high-quality research remains a cornerstone of its customer-centric growth strategy.

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