Bringing complex product ecosystem to life

About the project

OptiTrack is the world leader in 3D motion capture and tracking technology. Our cameras and software deliver sub-millimetre precision, ultra-low latency, and real-time performance trusted by innovators across industries.

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With on-site design and manufacturing in Oregon, we combine world-class hardware and software engineering with unmatched affordability. By uniting precision engineering, scalable solutions, and collaborative partnerships, OptiTrack continues to set the standard for what’s possible in motion tracking.

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The challenge

OptiTrack needed to modernise a complex website under real operational pressure: leadership wanted visible progress quickly, but the business couldn’t afford downtime or another expensive rebuild that became difficult to maintain.

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The project had three core constraints:

• Prove progress early with a real production release
  
  
• Integrate a complex stack without breaking critical flows
  
  
• Keep internal ownership, not an “agency-only” platform
  
  

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The solution

A rollout strategy designed for real-world pressure

Instead of treating the rebuild as a single launch event, NOTUM approached it gradually.

We needed to show progress early, keep revenue safe, and steadily move onto the new stack.

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Phase 1: Homepage

We shipped a new homepage early to prove momentum in production. It set the new navigation, layout system, and the foundation for everything that followed.

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Phase 2: Content rollout 

Next, we moved the “safe surface area” first:

static pages → news → downloads + solution content

This gave marketing real publishing velocity while engineering continued building the complex commerce layer in parallel.

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Phase 3: Products + commerce

We didn’t release product pages as “content-only.” For OptiTrack, product pages are commerce.

So we shipped the product catalogue + variants + filtering + configuration flows + cart/checkout touchpoints as one coordinated release, with 6 other systems integrated behind the scenes.

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Old + new ran side-by-side

We ran the old and new sites in parallel and moved traffic over gradually. Routing handled the split, and sync kept the business logic consistent.

• Payload owned content and the admin operating model
  
  
• Commerce tools handled pricing, variants, and cart behaviour
  
  
• Enterprise systems, ERP and CRM systems were still the source of truth after checkout.

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This created predictable progress and eliminated “launch day anxiety”.

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A release workflow built for safety, not hope

Phased rollouts require stronger release safety than a typical rebuild. Payload Cloud provided the foundation, and the team designed a multi-environment workflow around it:

• Standard dev + staging + production environments
  
  
• Deliberately “breakable” environment for rapid iteration
  
  
• Dedicated “pre-release” environment for visual regression testing, pairing:
  
  
  • staging code
    
    
  • production data
    
    

This caught UI regressions early, especially valuable when timelines compressed QA windows.

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A CMS experience marketing could actually run

The admin experience was treated as a product, not an afterthought.

The team focused on:

• Clean page-building primitives
  
  
• Clearer naming and structure in Payload admin
  
  
• Removing unused blocks and reducing “wrong ways” to build pages
  
  

One standout area was OptiTrack’s most complex page:

‍Build My System, a structured configuration experience with dozens of moving parts.

Notum rebuilt it so non-technical editors could maintain it confidently, while engineering retained full control over structure and correctness.

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Speed through blocks, automation, and migrations

To accelerate delivery and reduce one-off development, the team aligned early on a reusable block system (Payblocks).

They also migrated large datasets:

• News migrated from legacy structure into new models
  
  
• Downloads migrated at scale
  
  
• Most content migrated automatically, with manual cleanup only for edge cases. Product pages were generated automatically from structured catalogue data, not built one-by-one.

To support multi-environment delivery, Notum built one-click mechanisms to keep environments in sync, improving QA reliability and reducing manual duplication.

The result

OptiTrack didn’t get “another rebuild”. They got a platform they can ship and own.

• Redesigned UX + navigation shipped early in production
  
  
• All key content migrated (pages, news, downloads), so marketing can publish independently
  
  
• Product catalogue rebuilt as commerce (variants, filtering, configuration flows + checkout touchpoints)
  
  
• Old + new ran in parallel, enabling gradual traffic migration with zero launch-day risk
  
  
• Multi-environment release workflow increased delivery confidence and reduced regressions

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OptiTrack trusts us with their site. Want the same team for your site?

Book a free call https://calendly.com/notum

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