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Problem Research Defining the Solution Wireframes Prototype and Survey Takeaways

Personalization Center

A Case Study



Optimizely

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Goal

Improve accessibility and usability of B2B personalization features. Address navigation challenges by centralizing and simplifying feature discovery.

Responsibilities

  • Conducting client interviews
  • Usability Studies
  • Wireframing
  • Prototyping

Client Interviews and Research

Interviews with our Client Advisory Board (CAB) revealed customers want to leverage personalization features but often don't know where to find them or that they even exist.

Key Findings

Too Many Support Requests

  • Frequent support tickets related to personalization features.
  • These issues consume time for both clients and the support team.

Support Doc Limitations

  • Support documentation is difficult to find and interpret.
  • It's not a sustainable solution given the complexity of the platform.

Whiteboarding Session

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All stakeholders collaborated to define goals for the Personalization Center:

  • Consolidate all 70+ personalization features into one centralized location.
  • Provide performance metrics to help inform business decisions.
  • Guide users through the creation of personalization features with a more intuitive experience.

Quick Iterations for Quick Feedback

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Wireframes were shared with internal stakeholders and CAB members for feedback.

Feel free to explore the wireframes.

Explore Wireframes

After several iterations, a hi-fi prototype was shared with 30 CAB members who rated each page based on desirability and perceived value.

Explore Prototype

Personalization Page

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  • Desirability Score: 72/100
  • Perceived Value: Very Valuable
  • Users appreciated the page but expressed concern that the "Goals" section might be too generic and not tailored to their unique business needs.

Features List Page

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  • Desirability Score: 78/100
  • Perceived Value: Extremely Valuable
  • Met expectations by consolidating personalization features in one place. Some users noted the need for better organization within the list.

Existing/Active Personalizations Page

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  • Desirability Score: 81/100
  • Perceived Value: Extremely Valuable
  • Filled an unmet need by showing active personalizations, helping resource-strapped teams manage campaigns more effectively.

Customer Segments Page

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  • Desirability Score: 70/100
  • Perceived Value: Valuable
  • Users found the relocation of this existing feature logical but acknowledged it might be confusing for long-time platform users.

Customer Quotes

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Impact

Empowering Mid-Market Companies with Limited Resources

  • Mid-market companies often face enterprise-level demands with fewer resources.
  • Feedback confirmed the Personalization Center empowers such teams to personalize more confidently, even without a formal marketing department.

What I Learned

Always Listen to your Customers

  • Most CAB members expressed a desire for help in crafting differentiated shopping experiences. This project helped bridge that gap while supporting Optimizely's business objectives.
  • Unlike previous teams I've worked on, I was in regular contact with actual customers. This constant communication built stronger alignment between design and user needs.
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