A Full Redesign of Alteryx’s Licensing Portal
Industry
Business Analytics
Company
Alteryx
Overview
Alteryx’s out-of-the-box licensing portal, built on a third-party Flexera platform, was creating friction for thousands of IT administrators managing software licenses. Users reported wait times of up to 30 seconds per screen and complex, manual revoking processes. High-profile clients like Starbucks and PWC were struggling to complete basic licensing operations—impacting satisfaction, renewals, and brand trust. The portal saw: ✅ 7,000 daily users ❌ A 38% YoY increase in support cases ❌ 1,034 addressable issues in 2022 alone All pointing to a failing admin experience that threatened retention and revenue.
Challenge
Redesign the licensing portal to: ‣ Drastically reduce time-on-task for IT admins ‣ Modernize the UX/UI with the Alteryx design system ‣ Increase admin efficiency for critical license operations (e.g., assigning, revoking, and reassigning seats) ‣ Restore trust with enterprise clients through a scalable, intuitive, and performant solution
Design plan
I led the UX design of the new licensing experience as part of a cross-functional team. My process included: ✔️ Audit & Interviews: Mapped frustrations across key customers (e.g., Peter from Starbucks, managing 300 licenses). ✔️ Journey Redesign. Reimagined core flows such as revoking users (after exit), managing license space. ✔️ Platform UX Overhaul. Applied design system patterns and language.
Results
✅ Admins could revoke up to 20 users in minutes, not hours ✅ 52% drop in support tickets ✅ 4.5/5 average rating
Diego is a talented UX designer and a pleasure to work with. He approaches his work with a solid understanding of users and tasks and seeks to make experiences clean and simple. He quickly absorbs requirements and generates design concepts that reduce complexity. He's also a thoughtful and willing collaborator. I've truly enjoyed working with him and would do so again gladly!
Elizabeth Benker
VP of Designer and Global Content @Alteryx
