The Hidden Complexity of a Click.
How Trustpilot revolutionised Its Salesforce & HubSpot Integrations
An Expensive Inconvenience
For most people, integrating a CRM with a platform like Trustpilot should be simple. A couple of clicks, maybe a login screen, and done. But for Trustpilot’s B2B customers, it wasn’t.
Their Salesforce integration required over 99 steps to set up. Support teams had to walk customers through the process manually. And if a company used HubSpot, there was no native integration at all.
This wasn’t just an inconvenience, it was a business risk. If customers couldn’t connect their CRM, they couldn’t get the full value of Trustpilot’s platform, and if they didn’t see the value, they left when their contract was up.
For most people, integrating a CRM with a platform like Trustpilot should be simple. A couple of clicks, maybe a login screen, and done. But for Trustpilot’s B2B customers, it wasn’t.
Their Salesforce integration required over 99 steps to set up. Support teams had to walk customers through the process manually. And if a company used HubSpot, there was no native integration at all.
This wasn’t just an inconvenience, it was a business risk. If customers couldn’t connect their CRM, they couldn’t get the full value of Trustpilot’s platform, and if they didn’t see the value, they left when their contract was up.
The Problem with Complexity
The Problem with Complexity
On the surface, this was a technical issue. But at its core, it was a design problem. The existing Salesforce setup wasn’t broken in the way a crashed website is broken it did work, but only if you had patience, expertise, and hours of free time which no b2b client has.
Trustpilot needed more than just a patch. They needed a fundamental rethink of how CRM connections should work.
On the surface, this was a technical issue. But at its core, it was a design problem. The existing Salesforce setup wasn’t broken in the way a crashed website is broken it did work, but only if you had patience, expertise, and hours of free time which no b2b client has.
Trustpilot needed more than just a patch. They needed a fundamental rethink of how CRM connections should work.
Reimagining CRM Integrations from the Ground Up
Reimagining CRM Integrations from the Ground Up
Working closely with Trustpilot’s product and engineering teams, I helped drive a complete overhaul of their CRM integrations.
For Salesforce, that meant stripping away unnecessary steps, rethinking user flows, and designing an installation process so simple it could be done in a single click.
For HubSpot, it meant creating a brand-new integration from scratch—one that didn’t just work, but was effortless.
Working closely with Trustpilot’s product and engineering teams, I helped drive a complete overhaul of their CRM integrations.
For Salesforce, that meant stripping away unnecessary steps, rethinking user flows, and designing an installation process so simple it could be done in a single click.
For HubSpot, it meant creating a brand-new integration from scratch—one that didn’t just work, but was effortless.
The Method
While every project has its unique challenges, the elements of success remain consistent. These key services were the elements behind Trustpilot’s success in this project, turning complex problems into clear, effective solutions that delivered real impact.
Product Direction
Retrospective Workshop
Kickoff Workshop
End to End Product Design & Direction
Human Rights Centered Product Direction
Discovery & Research
Enterprise UX Heuristic Review
In-Person User Interviews
Accessibility Audit
EcoSystem Mapping
Design & Prototyping
High-fidelity Product Prototyping
Wireframing or Low-fidelity Product Prototyping
Enterprise Website Design
Co-design
User Testing & Validation
Remote Moderated User Testing
Analytics Synthesis
Launch & Go-to-Market
Go-to-market planning
Beta Testing
Performance Audit
Launch Readiness Checklist
Training
Un-Learning Ethical Practices Training
Corporate Product Design Team Training
Prioritisation Training
Design Thinking Training
The Method
While every project has its unique challenges, the elements of success remain consistent. These key services were the elements behind Trustpilot’s success in this project, turning complex problems into clear, effective solutions that delivered real impact.
Product Direction
Retrospective Workshop
Kickoff Workshop
End to End Product Design & Direction
Human Rights Centered Product Direction
Discovery & Research
Enterprise UX Heuristic Review
In-Person User Interviews
Accessibility Audit
EcoSystem Mapping
Design & Prototyping
High-fidelity Product Prototyping
Wireframing or Low-fidelity Product Prototyping
Enterprise Website Design
Co-design
User Testing & Validation
Remote Moderated User Testing
Analytics Synthesis
Launch & Go-to-Market
Go-to-market planning
Beta Testing
Performance Audit
Launch Readiness Checklist
Training
Un-Learning Ethical Practices Training
Corporate Product Design Team Training
Prioritisation Training
Design Thinking Training
The Method
While every project has its unique challenges, the elements of success remain consistent. These key services were the elements behind Trustpilot’s success in this project, turning complex problems into clear, effective solutions that delivered real impact.
Product Direction
Retrospective Workshop
Kickoff Workshop
End to End Product Design & Direction
Human Rights Centered Product Direction
Discovery & Research
Enterprise UX Heuristic Review
In-Person User Interviews
Accessibility Audit
EcoSystem Mapping
Design & Prototyping
High-fidelity Product Prototyping
Wireframing or Low-fidelity Product Prototyping
Enterprise Website Design
Co-design
User Testing & Validation
Remote Moderated User Testing
Analytics Synthesis
Launch & Go-to-Market
Go-to-market planning
Beta Testing
Performance Audit
Launch Readiness Checklist
Training
Un-Learning Ethical Practices Training
Corporate Product Design Team Training
Prioritisation Training
Design Thinking Training
Iterate.
Tweak. Alter.
Transform.
Product design is not linear.
It's cyclical and iterative.
At every stage, the product development can move back a step and change to make the final outcome better.
Iterate.
Tweak. Alter.
Transform.
Product design is not linear.
It's cyclical and iterative.
At every stage, the product development can move back a step and change to make the final outcome better.
Iterate.
Tweak. Alter.
Transform.
Product design is not linear.
It's cyclical and iterative.
At every stage, the product development can move back a step and change to make the final outcome better.
The
Results
The
Results
The HubSpot integration took off immediately, with over 300 installs from Enterprise B2B clients shortly after launch and raving 5 star reviews on the HubSpot app Marketplace.
Salesforce onboarding dropped from 99+ steps to a single click, eliminating the need for constant customer support intervention.
Trustpilot’s product and engineering teams became more user-focused, embedding research and design into their development process and gaining recognition as one of the most impactful teams in the company.
The Engineering team were allocated more budget to grow by 40% thanks to the success of this project.
The Hubspot Solution
The Invisible Fix that Made a Visible Impact
The Invisible Fix that Made a Visible Impact
Nobody thinks about a good integration. That’s the point. When it works, it fades into the background, allowing customers to focus on their business instead of their software.
Trustpilot’s CRM problem wasn’t just about technology. It was about making something complex feel simple. And in the end, the biggest impact wasn’t just reduced churn or fewer support tickets, it was turning a painful process into something nobody had to think about at all.
Nobody thinks about a good integration. That’s the point. When it works, it fades into the background, allowing customers to focus on their business instead of their software.
Trustpilot’s CRM problem wasn’t just about technology. It was about making something complex feel simple. And in the end, the biggest impact wasn’t just reduced churn or fewer support tickets, it was turning a painful process into something nobody had to think about at all.
Facing a similar challenge as Trustpilot?
Find a time that suits you to talk through your product problems
Facing a similar challenge as Trustpilot?
Find a time that suits you to talk through your product problems
Facing a similar challenge as Trustpilot?
Find a time that suits you to talk through your product problems
Case studies
Trustpilot
Used by millions globally, Trustpilot required a HubSpot & Salesforce Integration build for Enterprise clients & consultancy on re-architecture. Working incredibly closely with the eng team.
Builtvisible
SEO Marketing agency Builtvisible required support on internal UX & Product training to support their client, a well know UK Social Enterprise secure more contracts and improve their UX.
Coca-Cola
Working with Coca-Cola, to build a digital platform for their employees to explore opportunities globally within the Coca-Cola company, reducing staff churn and retaining their best employees.
Case studies
Trustpilot
Used by millions globally, Trustpilot required a HubSpot & Salesforce Integration build for Enterprise clients & consultancy on re-architecture. Working incredibly closely with the eng team.
Builtvisible
SEO Marketing agency Builtvisible required support on internal UX & Product training to support their client, a well know UK Social Enterprise secure more contracts and improve their UX.
Coca-Cola
Working with Coca-Cola, to build a digital platform for their employees to explore opportunities globally within the Coca-Cola company, reducing staff churn and retaining their best employees.
Case studies
Trustpilot
Used by millions globally, Trustpilot required a HubSpot & Salesforce Integration build for Enterprise clients & consultancy on re-architecture. Working incredibly closely with the eng team.
Builtvisible
SEO Marketing agency Builtvisible required support on internal UX & Product training to support their client, a well know UK Social Enterprise secure more contracts and improve their UX.
Coca-Cola
Working with Coca-Cola, to build a digital platform for their employees to explore opportunities globally within the Coca-Cola company, reducing staff churn and retaining their best employees.
Jon Bennallick
Director & Fractional Digital
Product Consultant
Jon is a Fractional Digital Product Consultant with over 13 years experience designing exceptional products and leading teams to deliver simple, valuable solutions for some of the world’s largest organisations. Well known for his hands-on approach and collaborative style, Jon is highly trusted in the engineering and B2B SaaS community and is valued for being both effective and fun to work with.
For research, design, UX or product ownership support, speak with Jon.
Jon Bennallick
Director & Fractional Digital
Product Consultant
Jon is a Fractional Digital Product Consultant with over 13 years experience designing exceptional products and leading teams to deliver simple, valuable solutions for some of the world’s largest organisations. Well known for his hands-on approach and collaborative style, Jon is highly trusted in the engineering and B2B SaaS community and is valued for being both effective and fun to work with.
For research, design, UX or product ownership support, speak with Jon.
Jon Bennallick
Director & Fractional Digital
Product Consultant
Jon is a Fractional Digital Product Consultant with over 13 years experience designing exceptional products and leading teams to deliver simple, valuable solutions for some of the world’s largest organisations. Well known for his hands-on approach and collaborative style, Jon is highly trusted in the engineering and B2B SaaS community and is valued for being both effective and fun to work with.
For research, design, UX or product ownership support, speak with Jon.
Fractional Subscription Pricing
Consistent, affordable, low-risk & hands-on fractional product support for your organisation. Fully scalable to grow with your organisation. If you're needing something more bespoke or full time, then let's grab a coffee.
The
Sprint
Great for agile teams who want expert design input during sprints, whether it’s unblocking challenges, reviewing work, or making sure everything’s on track.
Days per month
Product Direction
Discovery & Research
Design & Prototyping
User Testing & Validation
Launch & Go-to-Market
Training
£1,300
+VAT/month
MOST POPULAR
The
Teammate
Perfect if you need someone to dive deeper into your projects, collaborate closely with your team, and help bridge the gap between creative, engineering, and product work.
Days per month
Product Direction
Discovery & Research
Design & Prototyping
User Testing & Validation
Launch & Go-to-Market
Training
£5,200
+VAT/month
Bespoke
Consistent, affordable, low-risk & hands-on fractional product support for your organisation. Fully scalable to grow with your organisation. If you're needing something more bespoke or full time, then let's grab a coffee.
Product Direction
Discovery & Research
Design & Prototyping
User Testing & Validation
Launch & Go-to-Market
Training
POA
Fractional Subscription Pricing
Consistent, affordable, low-risk & hands-on fractional product support for your organisation. Fully scalable to grow with your organisation. If you're needing something more bespoke or full time, then let's grab a coffee.
The
Sprint
Great for agile teams who want expert design input during sprints, whether it’s unblocking challenges, reviewing work, or making sure everything’s on track.
Days per month
Product Direction
Discovery & Research
Design & Prototyping
User Testing & Validation
Launch & Go-to-Market
Training
£1,300
+VAT/month
MOST POPULAR
The
Teammate
Perfect if you need someone to dive deeper into your projects, collaborate closely with your team, and help bridge the gap between creative, engineering, and product work.
Days per month
Product Direction
Discovery & Research
Design & Prototyping
User Testing & Validation
Launch & Go-to-Market
Training
£5,200
+VAT/month
Bespoke
Consistent, affordable, low-risk & hands-on fractional product support for your organisation. Fully scalable to grow with your organisation. If you're needing something more bespoke or full time, then let's grab a coffee.
Product Direction
Discovery & Research
Design & Prototyping
User Testing & Validation
Launch & Go-to-Market
Training
POA
Fractional Subscription Pricing
Consistent, affordable, low-risk & hands-on fractional product support for your organisation. Fully scalable to grow with your organisation. If you're needing something more bespoke or full time, then let's grab a coffee.
The
Sprint
Great for agile teams who want expert design input during sprints, whether it’s unblocking challenges, reviewing work, or making sure everything’s on track.
Days per month
Product Direction
Discovery & Research
Design & Prototyping
User Testing & Validation
Launch & Go-to-Market
Training
£1,300
+VAT/month
MOST POPULAR
The
Teammate
Perfect if you need someone to dive deeper into your projects, collaborate closely with your team, and help bridge the gap between creative, engineering, and product work.
Days per month
Product Direction
Discovery & Research
Design & Prototyping
User Testing & Validation
Launch & Go-to-Market
Training
£5,200
+VAT/month
Bespoke
Consistent, affordable, low-risk & hands-on fractional product support for your organisation. Fully scalable to grow with your organisation. If you're needing something more bespoke or full time, then let's grab a coffee.
Product Direction
Discovery & Research
Design & Prototyping
User Testing & Validation
Launch & Go-to-Market
Training
POA
I have to be
legally good.
Proudly not working with companies in, Tobacco, Oil, Mining & Gambling and many others.
As a pending b-corp, I've legally agreed not to work with companies that make life on this planet worse for us.
There are lots of folks out there who’ll happily work with them, but I like to actually make the world a better place.
I have to be
legally good.
Proudly not working with companies in, Tobacco, Oil, Mining & Gambling and many others.
As a pending b-corp, I've legally agreed not to work with companies that make life on this planet worse for us.
There are lots of folks out there who’ll happily work with them, but I like to actually make the world a better place.
I have to be
legally good.
Proudly not working with companies in, Tobacco, Oil, Mining & Gambling and many others.
As a pending b-corp, I've legally agreed not to work with companies that make life on this planet worse for us.
There are lots of folks out there who’ll happily work with them, but I like to actually make the world a better place.
Engineers, SLTs and Product nerds love working with us.
"Would I work with Jon again?... I look FORWARD to working with Jon again!"
Dave Recchia
Director - The Team
"Working with Jon is such a great experience. His consultancy and advice is invaluable. He's also really fun to work with!"
Abbey Grocott
Strategy Director - Builtvisible
"The best thing about working with Jon is the pragmatism. He is really good at understanding when things need to be done by, what things need to be done and whether or not we need to do them at all. Also his translation from both customer and stakeholder feedback is really invaluable in a team."
Oliver Nural
Lead Engineer - Trustpilot
"Jon is a keen problem solver and analytical thinker that always tries to pull problems apart before putting solutions back together. He’s had good experience working with design systems and using them to build solutions."
Gregory Coe
Head of UX - denstu
"Jon is enthusiastic about the challenges and can iterate quickly to present new concepts, looking to balance innovation with business constraints and user needs. "
Gabriel Neves
Staff Designer @ LegalZoom
"To get the obvious out of the way; Jon is in many ways a quintessential digital product designer and is always a passionate advocate for the end user. But what he brings that is uniquely Jon is enthusiasm; not just for the role (of which there is plenty), but also for the environment and the relationships that surround the role. It isn't enough to be good at the job, but he must also try and ensure the people he's working with are, and the environment they're working in is, comfortable and creative."
Bob Ferry
Design Systems Lead - Quinyx
"I really enjoyed working with Jon, I've learnt a lot from him, and would truly recommend him as a skilful product designer and a great team player. He always puts a great effort into clarifying both the user and business needs and objectives, and makes sure to get alignment across the project team. "
Leontina Mati
Principle UX Researcher - dentsu
"I needed a contractor that I could just leave everything to, and not have to be worrying, and that's exactly what happened with Jon."
Sandra Gonzalez
UX Director - Trustpilot
"What's it like working with Jon? Incredibly easy! You feel assured. If you want to work with someone who's going to take control, who you can trust, who's confident infront of client's and who know's what they're doing, that's why I'd work with Jon"
Cliff Ettridge
Director - The Team
"Jon genuinely cares about what’s best for the team, the business and the users."
Emir Ailil
Product Designer - ZenBusiness
Engineers, SLTs and Product nerds love working with us.
"Would I work with Jon again?... I look FORWARD to working with Jon again!"
Dave Recchia
Director - The Team
"Working with Jon is such a great experience. His consultancy and advice is invaluable. He's also really fun to work with!"
Abbey Grocott
Strategy Director - Builtvisible
"The best thing about working with Jon is the pragmatism. He is really good at understanding when things need to be done by, what things need to be done and whether or not we need to do them at all. Also his translation from both customer and stakeholder feedback is really invaluable in a team."
Oliver Nural
Lead Engineer - Trustpilot
"Jon is a keen problem solver and analytical thinker that always tries to pull problems apart before putting solutions back together. He’s had good experience working with design systems and using them to build solutions."
Gregory Coe
Head of UX - denstu
"Jon is enthusiastic about the challenges and can iterate quickly to present new concepts, looking to balance innovation with business constraints and user needs. "
Gabriel Neves
Staff Designer @ LegalZoom
"To get the obvious out of the way; Jon is in many ways a quintessential digital product designer and is always a passionate advocate for the end user. But what he brings that is uniquely Jon is enthusiasm; not just for the role (of which there is plenty), but also for the environment and the relationships that surround the role. It isn't enough to be good at the job, but he must also try and ensure the people he's working with are, and the environment they're working in is, comfortable and creative."
Bob Ferry
Design Systems Lead - Quinyx
"I really enjoyed working with Jon, I've learnt a lot from him, and would truly recommend him as a skilful product designer and a great team player. He always puts a great effort into clarifying both the user and business needs and objectives, and makes sure to get alignment across the project team. "
Leontina Mati
Principle UX Researcher - dentsu
"I needed a contractor that I could just leave everything to, and not have to be worrying, and that's exactly what happened with Jon."
Sandra Gonzalez
UX Director - Trustpilot
"What's it like working with Jon? Incredibly easy! You feel assured. If you want to work with someone who's going to take control, who you can trust, who's confident infront of client's and who know's what they're doing, that's why I'd work with Jon"
Cliff Ettridge
Director - The Team
"Jon genuinely cares about what’s best for the team, the business and the users."
Emir Ailil
Product Designer - ZenBusiness
Engineers, SLTs and Product nerds love working with us.
"Would I work with Jon again?... I look FORWARD to working with Jon again!"
Dave Recchia
Director - The Team
"Working with Jon is such a great experience. His consultancy and advice is invaluable. He's also really fun to work with!"
Abbey Grocott
Strategy Director - Builtvisible
"The best thing about working with Jon is the pragmatism. He is really good at understanding when things need to be done by, what things need to be done and whether or not we need to do them at all. Also his translation from both customer and stakeholder feedback is really invaluable in a team."
Oliver Nural
Lead Engineer - Trustpilot
"Jon is a keen problem solver and analytical thinker that always tries to pull problems apart before putting solutions back together. He’s had good experience working with design systems and using them to build solutions."
Gregory Coe
Head of UX - denstu
"I needed a contractor that I could just leave everything to, and not have to be worrying, and that's exactly what happened with Jon."
Sandra Gonzalez
UX Director - Trustpilot
"What's it like working with Jon? Incredibly easy! You feel assured. If you want to work with someone who's going to take control, who you can trust, who's confident infront of client's and who know's what they're doing, that's why I'd work with Jon"
Cliff Ettridge
Director - The Team
"Jon genuinely cares about what’s best for the team, the business and the users."
Emir Ailil
Product Designer - ZenBusiness
Let’s grab a coffee.
Based in Shoreditch, we’re always keen to discuss your product challenges either in person on online..
Let’s grab a coffee.
Based in Shoreditch, we’re always keen to discuss your product challenges either in person on online..
Let’s grab a coffee.
Based in Shoreditch, we’re always keen to discuss your product challenges either in person on online..
Contact
Bennallick Ltd.
The Black and White Building
74 Rivington St,
London
EC2A 3AY
+44 (0)7576 102 436
contact@bennallick.com
Contact
Bennallick Ltd.
The Black and White Building
74 Rivington St,
London
EC2A 3AY
+44 (0)7576 102 436
contact@bennallick.com
Contact
Bennallick Ltd.
The Black and White Building
74 Rivington St,
London
EC2A 3AY