I managed a major website upgrade effort after ProQuest was purchased by Cambridge Information Group and merged with another digital content provider CSA. We leveraged Foresee automated web surveys on the website to understand website visitor intent for key college students and faculty. Feedback from Foresee surveys was used to prioritize features and functionality and to allocate resources across search, browse, performance, content, look and feel, and navigation improvements.
We also did an extensive series of focus groups to gather customer feedback. By doing this research, we were able to learn about knowledgebase requirements and e-commerce optimizations that were needed. We also learned visitors often confused the website and our database platform. We also upgraded web analytics.