Tip for anyone in product & design: always use your own product the way your customers do. I don't mean a quick functional test– I mean a real user scenario from start to finish.
Case in point: I suspect the team at HubSpot has never really tried to send an email to a non-marketing contact in their own product. There's so many UX hurdles with just a few quick fixes. Sure, it works functionally, but at significant friction & frustration.
Functional acceptance isn't a acceptable UX, no matter what the 'user story' or 'roadmap' says. The best product work done as a team is by literally walking in the users shoes. How often do we truly use the products we build as a user, and not as a builder? I'm plenty guilty of it.