Better platform UX through research and competitive insights

Modernizing and integrating product experiences for next-generation cloud services
Competitive ResearchConcept ValidationPrototypingUX DesignUser Research


With dozens of SaaS development management tools in their portfolio, Oracle set on a path to build a comprehensive platform to integrate and manage those tools for a variety of user types. Keys to building a compelling solution included a better understanding of competitive landscapes and user needs. Oracle partnered with Proximity Lab to conduct in-depth analyses of leading development tools, interview Oracle’s target customers, and ultimately partner with their product, design and engineering teams to conceptualize a best-in-class user experience for building, deploying, and managing web-based applications.

Building on our foundational work including persona development, user flows, journey maps, and other supporting diagrams, we worked with product leaders at Oracle to envision a unified experience for a number of siloed platform-as-a-service (PaaS) offerings.
Competitive Research
Concept Validation
UX Design
User Research
This PaaS vision work began with research that uncovered critical user needs, synthesis  and alignment of key stakeholder input, and competitive research that helped identify opportunities for differentiation and which brought visibility to the the evolving complexity of markets. This research was instrumental to focusing design work and ensuring features and workflows were developed with customer pain points and value in mind. 
Collaborating with key executives and team leads, we developed a series of animated, vertically-focused platform storytelling videos about how Oracle technology can transform businesses and customer experiences. Proximity Lab also developed a suite of vision-oriented product demos that introduced key solutions to a global audience at Oracle’s OpenWorld conference including support for the keynote address.