Overview

Insite Software’s Content Management System (CMS) empowers multiple users to easily create and manage responsive web content for B2B eCommerce sites. With a role-based permissions architecture, teams can collaborate efficiently, allowing different users to edit, review, and approve content. This robust CMS gives marketers the tools to design personalized experiences, delivering dynamic, user-specific content to craft tailored buying journeys, while also enabling cross-sell and up-sell merchandising and promotional opportunities.

A standout feature is the built-in A/B testing capability, a powerful tool that helps optimize content and drive higher ROI for Insite’s customers.

My Role
Hands-on User Experience Director

Responsibilities
User Research, Product Strategy, Aligning Stakeholders on Product Goals, Prototyping, Design User Flows, Visual Design, Interaction Design

Tools and Methods
Sketch, InVision, Agile

Research

User interviews

During my initial research, I conducted interviews with over 20 subject matter experts and team members from various companies within our Customer Advisory Board (CAB). In one interview, the project sponsor highlighted that limited resources and budget constraints made the internal developer a bottleneck for routine updates—tasks that other team members should be able to handle. Relying on external partners for these updates disrupted priorities and strained budgets.

Additionally, I discovered that many customers were frustrated with how long it took to build content in our CMS. Repetitive, cumbersome tasks created inefficiencies, leading to a poor user experience and increased implementation costs.

Key findings

Subject matter experts expressed interest in these high-level features to address common CMS challenges:

Implement Storefront Theming
Provide global site theming options with no CSS knowledge required to maintain quality and consistency for various team members.

Provide Page Templates
Allow users to select from common page layouts to build content faster with the ability to customize for site specific needs.

Implement Real-time Editing
Improve overall experience for users previewing changes or building content in real-time to reduce repetitive and cumbersome content creation.

Introduce Smart Content
Save time by having the ability to edit and manage dynamic content in one convenient spot which resides on multiple pages.

Asset creation

Defining features

Building on my research, I created new personas and used scenario maps to identify product features for key touchpoints. This approach helped the UX team gain a deeper understanding of what personas would do, think, and feel in various situations, guiding the design process effectively.

Prioritized

Feature List

Each scenario uncovered new ideas. From here, I made a list of high-level features and the team prioritized product features by themes: Metric movers, Customer Requests and Customer Delight. The next step was to breakout product features by feasibility, desirability and viability, with the goal to reduce personal bias and to look at each feature through a more objective lens.