Next-Level Testing: Webtrends Optimize Redesigns User Experience

Over the last 18 months, the focus of Webtrends Optimize has been on redesigning their User Interface to improve processes, speed up workflows, allow for better collaboration and improve their users experience.

This has been a pivotal step in the progression of Webtrends Optimize; not only for the additional capabilities and advanced features they will be able to offer their clients and partners, but also the improved experience it will provide them.

The first phase of the UI was released to customers in February as Webtrends Optimize began to roll out the first wave of new features and design. Throughout the project, they have adopted a customer-centric design process, gathering feedback through 1-1 interviews. Now that all of their clients and partners have been transferred over to use the new UI, wto7, they have been exploring the impact of these changes on testing, results, usability, efficiency, and more.

Some of the exciting changes that users can expect to see in the latest UI update include:

• A customisable dashboard

• A new futureproof visual editor

• Re-built Advanced editor

• Functions streamlined and de-duped & workflows simplified

Key Highlights from Webtrends Optimize Users

The changes to the UI have meant users can benefit from improved and intuitive functionality, and a more seamless experience. Users have said they love the new look and feel of the UI, and it is much sleeker and easier to navigate. Reporting and analysis is easier and faster, meaning users can do more with their time. This also makes feeding back to your team easier than ever, so you can keep everyone updated with your experimentation progress.

Webtrends Optimize have a variety of valued clients and gaining their insights and feedback has been an important part of the redesign process. Caitlan Morton, UX Design and Experimentation Manager at PrettyLittleThing said, ‘Being able to see all the steps on one page makes it so much easier to jump back and forth without having to click through different tabs. I’m also a huge fan of the new code builder – the function prompts make it feel more like a proper development environment.’

Some specific things that users have called out are the changes to the Visual Editor and Creating a Project Page. The change to the Visual Editor means that there is a distinction between editing, hiding, visibility and widgets which adds flexibility. Creating a project page is now a very clear and clean layout as you can follow a step-by-step process, and there is logical progression from each project, experience and variant.

Webtrends Optimize Head of Product, Sandeep Shah, said ‘Our Visual Editor is futureproof. It uses the latest browser APIs and takes away functional problems I’ve seen in countless other platforms. I’m particularly excited about our new Advanced Editor. It gives us a platform to do some really creative things with AI that we’ve not been able to do previously.’

What difference does this make to what users can achieve?

One of the main things the UI redesign has improved for users is the speed at which they can do things; building AB tests is quicker and easier than ever. A more seamless and straightforward building experience is a common theme of the feedback, with Webtrends Optimize consultants reporting that the build and QA stage is much easier to utilise. The new UI means you can run a top-level analysis of a test within a couple of minutes, meaning nearly instant access to insights and data.

This means clients can build more tests themselves, speeding up workflows and increasing productivity. Tool tips, guidance and help docs have made clients more independent in understanding and exploring the product themselves. For example, simple tests can now be built in the Visual Editor without users having to raise tickets for bug fixes or improved functionality.

Elena Cotar, CRO Developer at Community Fibre, said, ‘From a developer perspective, one of the best improvements is the new code editor and VS code integration. It saves me so much time not having to jump between editors, and for me that’s the most important thing as time really matters!’.

What’s next for wto7?

Users can expect to see more reporting functionality so they can do more, and be more efficient, when automating out the painful parts of analysis. Surveys continue to be a key feature at Webtrends Optimize, and there will be a focus on improving this.

Webtrends Optimize are also looking to add AI features. This will be to support building, planning, running and analysing experiments, making them more accessible and faster than ever before.

As said by Webtrends Optimize CEO, Matt Smith, ‘Feedback has driven the redesign from the very start and will continue to do so. Our clients and partners are the driving force of everything we do, and ideas will continue to be validated before changes are made. We have completely built our UI from scratch, and what we have achieved in 12 months is something our whole team are incredibly proud of.’

www.webtrends-optimize.com