FROM LEGACY TO REDWOOD: How HDR Built for the Future
Reimagining Sales at Scale
Whitney Chamblin
Business Development Lead
HDR needed to modernize without disruption. Here’s how Motiv helped them reimagine Oracle CX Sales with Oracle Redwood.
HDR, Inc. isn’t new to complex projects. As a global design and engineering firm, they’re used to solving infrastructure challenges that shape entire communities. But inside their own organization, a different kind of challenge had taken root. Their entrenched, highly customized Oracle CX Sales system had become more of an obstacle than an asset.
After years of layering in workarounds and custom fixes, HDR reached a point where their legacy platform just couldn’t keep up. Customer-facing teams were operating on siloed workflows. Customer data was difficult to access, and the user experience lagged behind the pace of the business.
Modernization wasn’t optional. But it had to be done without breaking what still worked.
HDR turned to Motiv to lead the way.
The Challenge: Complexity, Friction, and Scale
What HDR had in place was outdated and deeply embedded across teams, functions, and processes. Ripping and replacing the system wasn’t viable. What they needed was a rethink: a partner who could help redesign the experience from the inside out, with respect for the institutional knowledge and business logic that had kept it running for decades.
Sales adoption was the most critical starting point. Motiv began by untangling user flows that had grown messy over time and identifying key pain points that were slowing teams down. That meant understanding what tools they relied on, what steps they skipped, and what got in the way of closing business.
The system’s UI had also become a source of friction. What once felt tailored now felt tedious. As Oracle’s Redwood became the standard, HDR saw a chance to align their tools with where the platform was going, as long the transition could be done right.
The Partnership: Grounded in Trust, Built for Action
What HDR had in place was outdated and deeply embedded across teams, functions, and processes. Ripping and replacing the system wasn’t viable. What they needed was a rethink: a partner who could help redesign the experience from the inside out, with respect for the institutional knowledge and business logic that had kept it running for decades.
Sales adoption was the most critical starting point. Motiv began by untangling user flows that had grown messy over time and identifying key pain points that were slowing teams down. That meant understanding what tools they relied on, what steps they skipped, and what got in the way of closing business.
The system’s UI had also become a source of friction. What once felt tailored now felt tedious. As Oracle’s Redwood became the standard, HDR saw a chance to align their tools with where the platform was going, as long the transition could be done right.
The Solution: Redwood CX, Reimagined for HDR
CX Sales was the first focus. We started by rebuilding the interface from the ground up, shaping a Redwood experience that fit how HDR’s teams actually worked, not just how the platform was designed to behave. We streamlined the User Experience, cleaned up the clutter, and brought structure to processes that had been evolving in their applications over the last decade.
Instead of treating Redwood like a limitation, we treated it like a foundation. Wherever possible, we leaned on native functionality. Where gaps existed, we found ways to bridge them without defaulting to custom code or unnecessary complexity.
What we delivered was a CX Sales experience that felt modern, intuitive, and aligned with HDR’s daily work. With hundreds of users now live on Redwood, the organization has a platform that reduces friction and supports future growth and expansion.
HDR no longer has to choose between stability and innovation. The foundation is solid and the path forward is theirs to define.
The Impact: Real Change, Real Momentum
HDR’s Sales platform doesn’t get in the way anymore. Teams can move through their day without toggling between tools or relying on outdated workarounds. The structure is clean. The workflows make sense. And leadership finally has a clear view into what’s happening across accounts.
For Oracle, this was a milestone. HDR became a living example of what’s possible when Redwood is implemented with care and the right pieces come together.
For us, it was a reminder: with the right strategy and trust on both sides, even the most complex systems can move forward.
What’s Next
Last week, we visited HDR in person to say thank you and left behind a redwood of their own. It was a small gesture, but it represented a big collaboration.
HDR’s roadmap isn’t done, and neither are we. We’re proud to keep building alongside them. Because with the right tech and the right partner, anything is possible.
RELATED POSTS
Own Your Journey
Oracle CX is a software suite that allows you to manage your customers’ experience (CX) through every step of your unique customer journey across a variety of different channels.
The benefits of utilizing the latest software that’s been configured to fit your workflow include an increased ROI, efficient and clean data management, increased business capacity, minimal process disruption, and an overall improved customer experience that grows current relationships while fostering new opportunities.
