Semrush Product Dashboards Relaunch
To switch to a new codebase without interrupting the business.
- We had to completely rewrite three products. There was no documentation, so we had to do reverse-engineering.
- Resolving UX issues that made it difficult for new users of the product while explaining the benefits of the new interface to existing users.
- At the time, the company was preparing for its IPO so we had to make sure our product performance was not impacted by the changes. I followed the principle of «Do no harm!»
- Conducted a comprehensive quantitative and qualitative research on user behavior with the help of my colleagues from the UX Research and the Analytics teams.
- Came to grips with the old system, and set correct technical requirements for the new version.
- Designed and launched a number of complex split tests for different categories of users to ensure that the new version doesn’t affect the business metrics.
- Together with the development team, I created technical documentation to make the knowledge of the system available to everyone in the company.
- The main product pages loaded 70% faster.
- We had 99.9% positive response from existing users following the introduction of the new interface.
- Product metrics (1st payment conversion, MRR, Retention, Upgrade rate, etc.) have not been impacted.
- Technical problems are no longer a barrier for product development.
Semrush at the New York Stock Exchange. Photo by Semrush and Olga Andrienko.