Webtrends is an early pioneer in digital optimization and analytics. Headquartered in Portland, OR (US), with operations in Australia and the UK, I served as the sole designer for the EMEA territory where I had the opportunity to coordinate CRO tasks with experts in similar field. Collectively, we served market leaders like Microsoft, Global Affairs Canada, Bank of America, Qantas Airlines, BNP Paribas, HSBC, Espon, and GoDaddy Inc among others.
Clients leveraged Webtrends solutions, particularly Webtrends Infinity (analytics, big data) and Webtrends Optimize (digital optimization, personalization), to deliver exceptional experiences, maximize conversions, and generate real-time data for better-informed decisions. In time, Oracle acquired Webtrends Infinity as part of their growing portfolio of enterprise products and renamed it as Oracle Infinity.
Both SaaS solutions (i.e. Optimize, & Infinity Analytics) were top-performing enterprise solutions which required a major overhaul to retain a competitive advantage while ensuring scalability adhering to industry best practices (ISO 27002). We embarked on a 2-3 year journey to upgrade both solutions in terms of technology and design. Among other numerous challenges, key ones included migrating active client accounts and databases from the old to the newly redesigned SaaS solutions.
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I worked with:
We initiated this critical long-term task by thoroughly reviewing business requirements to ensure that objectives were clearly defined and universally understood. Simultaneously, we assessed the needs of enterprise customers to guarantee that our solutions, along with any new functionalities, were developed and implemented with precision.
This collaborative approach ensured alignment between business goals and customer expectations, setting the stage for successful execution. We established a roadmap with clearly defined problem statements, tasks, and priorities, which we tackled systematically
I conducted an in-depth review on similar solutions including both free tools (e.g. Google Analytics) and premium solutions, focusing on platforms that offered trial accounts given the fact that companies within the same niche normally offer trial accounts following conversations with their sales teams.
The competitive analysis was instrumental in pinpointing the strengths and weaknesses of Webtrends’ offerings compared to competitors, providing valuable insights to drive strategic improvements.
The platforms I worked on were rich with diverse flows and functionalities, including funnel data analysis, A/B and multivariate testing, form optimization, personalization, targeting, and server-side testing, among others.
Collaborating with key stakeholders, I conducted thorough design audits to uncover issues stemming from complex flows, unintuitive UIs, and excessive technical jargon, all of which contributed to a burdensome user experience. These audits were crucial in identifying and addressing pain points, ensuring a more seamless and user-friendly interface.
Throughout the process, I engaged in workshops to brainstorm solutions that aligned with both business objectives and customer needs. We established problem statements coupled with user-related narratives which we integrated into the roadmap, setting the stage for focused work. In process, we reviewed user flows, sitemaps, and features to identify optimization opportunities as part of a technical research and assessment.
I developed a series of low-fidelity concepts to visualize ideas during the iterative process. Once stakeholders approved, I collaborated with designers in Portland to create high-fidelity UI designs, drawing on their expertise in component libraries and visual styling.
The process began by deploying the revamped solutions in a staging environment and inviting selected customers to participate in trying the products for an agreed period of time (e.g., 1 month, 3 months…).
After the testing phase, we gathered their feedback, which was then used to refine and iterate on the designs and functionality. This iterative approach ensured that the final product met customer expectations and delivered an optimized user experience.
After two years of intensive collaboration, the new versions of Webtrends Optimize (v.2) and Webtrends Infinity (v.2) were successfully launched. The redesigned platforms adhered to the highest standards, ensuring compliance with best practices (e.g., design, technical), established compliances (ISO 27002), the competitive landscape, and customer needs. The development process was enhanced by the participation and feedback from selected clients who tested the solutions throughout various stages. Their insights were invaluable in refining the features and functionalities of the platforms.
Following their release, Webtrends Optimize and Infinity received numerous positive reviews from professionals on third-party sites like Trust Radius and Gartner Peer Insights, often earning ratings between 4 and 5 stars. Experts highlighted the benefits and advantages of using these Webtrends-owned platforms.
As previously stated, Oracle acquired Webtrends Infinity, now known as Oracle Infinity. In recent years, both platforms have undergone further redesigns and upgrades to version 3, driven by additional acquisitions and ongoing improvements.
The video represents the ease of use for creating and running A/B/n tests via Webtrends Optimize (v.2) alongside other features and functions.
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