Webtrends

Modernizing a full-stack enterprise experimentation & analytics SaaS platform

Company Webtrends

Role Product Design

Stakeholders PM & PO
Client Account Manager
CRO consultants
Engineers
Developers & QA
Designers

Duration 2 years

About

					Webtrends is a B2B pioneer in digital analytics and experimentation, helping shape the web analytics industry since 1993. Its enterprise products, most notably Webtrends Infinity Analytics (acquired by Oracle) and Webtrends Optimize, have been adopted by organisations including Bank of America, HSBC, Qantas Airlines, the Library of Congress, and Global Affairs Canada.			

Challenge

The challenge surrounds Webtrends Optimize, an enterprise experimentation SaaS platform that enables organisations to run A/B tests, multivariate experiments, server-side testing, personalisation, and behavioural targeting from a single platform.

Webtrends Optimize had evolved into a powerful platform, but years of continuous feature expansion had layered complexity onto the user experience, making common workflows harder than they needed to be.
Creating experiments, configuring audiences, analysing results, and managing personalisation campaigns all required unnecessary effort. The interface became visually outdated and difficult to navigate, and increasingly challenging for new and existing B2B customers alike.

Meanwhile, newer competitors were raising the bar for enterprise SaaS with cleaner interfaces and simpler workflows. This framed the challenge clearly: how might we simplify complex experimentation workflows without disrupting the mental models of existing users?

Solution

Working alongside 2 co-located Product Designers and stakeholders across Europe and the United States, I contributed to the redesign of Webtrends Optimize into a modern enterprise SaaS platform.

The redesign streamlined core experimentation workflows, improved navigation, refreshed data visualisation, and established a scalable interface foundation capable of supporting future product growth.

We deliberately retained familiar interaction patterns where they served customers well, thus reducing the learning curve while modernizing the overall UX.

Impact

1 /10

Gartner Peer Insights & Trust Radius

1 %

Customer retention

Increased competitive advantage

My Role

I collaborated with Product Management, Engineering, and Product Designers across Europe and the United States throughout a 2-year redesign programme. My responsibilities included:

Driving UX strategy

Competitive analysis

Information architecture

Heuristic evaluation

SaaS design exploration

Data visualization

Feasibility reviews

Discovery
Exploration
Design
Validation
Showcase

Understanding how customers use the platform

The project began by understanding how enterprise customers actually used the platform and where complexity slowed them down.

Working closely with stakeholders, I synthesised business objectives, customer feedback, and competitive research before conducting a thorough audit of the existing platform through heuristic evaluation and workflow analysis.

Several recurring challenges emerged consistently:

Navigation had become increasingly fragmented as newer functionalities were introduced

Core experimentation workflows demanded more effort

Reporting and data interpretation lacked clarity; users needed to act quickly

The visual language no longer reflected modern enterprise software expectations

Exploration & concept development

Because Webtrends Optimize was already deeply embedded in customers’ day-to-day experimentation processes, preserving familiarity was a design priority.

Over 2 years, I worked through continuous iterations with stakeholders and engineering teams, exploring concepts that simplified navigation, clarified information hierarchy, and streamlined experiment creation without displacing the workflows customers already knew.

Particular attention went to data-heavy interfaces, where improved visual hierarchy and information architecture made experiment configuration and results interpretation easier to scan and act on.

Every design decision was held against three priorities: reduce cognitive load, preserve existing customer mental models, and create a scalable foundation for future platform growth.

Reinventing the platform into scalable experiences

The redesigned Webtrends Optimize is a modern enterprise experimentation platform compliant with ISO/IEC 27001 and ISO/IEC 27002 standards. It simplifies complex workflows without sacrificing the flexibility enterprise customers rely on.

Users can create experiments, manage personalisation campaigns, analyse results, and interpret data through a cleaner interface with better navigation, stronger visual hierarchy, and more intuitive interaction patterns, all without having to relearn a platform they’ve built their processes around.

Rather than replacing familiar workflows, the redesign carefully evolved them, thus reducing friction while respecting the habits and expectations of long-standing enterprise customers.

The result is a scalable platform that enables organisations to make faster, more confident product decisions, with a solid foundation to build on as the product continues to grow.

Validation & testimonials

Design concepts were continuously refined through weekly reviews with stakeholders and engineering teams before being evaluated with customers using diary studies. This approach surfaced usability issues that brief sessions often miss, providing richer insight into how the platform performed across genuine enterprise workflows. Findings fed back into multiple iterations before designs progressed toward implementation, with weekly reviews with stakeholders and engineering keeping alignment tight throughout.