How The Exchange built a shared language between IT and business with Noibu

Bridging structurally separate teams around a single source of truth for site issues and revenue impact.

• Customer: The Exchange (ShopmyExchange.com)
• Speakers:
  
  • Valentina Moreno, Business Analyst
  • Masuma Tiwana, Sr. Business Analyst

When business and IT speak different languages

At most large ecommerce organizations, the hardest part of fixing a bug isn’t the code, but the handoff. Business teams see customer friction and revenue loss. IT teams see error codes and stack traces. Without a shared system of record, issues get lost in translation, priorities shift mid-flight, and fixes stall in a queue no one owns.

At The Exchange — the retailer serving millions of active-duty military, veterans, and their families across multiple countries and time zones — this gap was real. The business unit was responsible for monitoring customer experience and deciding what mattered. IT’s ecom production team owned root cause analysis. The Sprint team handled code changes and deployments. Each group had its own cadence, its own tools, and its own definition of urgency.

The cost wasn’t just delay. It was context loss on the way in.

“Before Noibu, handoff between the business included internal testing and customer reports. Priorities have always been established upon hand off but had the potential of change after further research of impact. There had been instances of context getting lost due to issues with reproducing errors or not enough information provided in the initial ticket.”
— Valentina Moreno, Business Analyst, The Exchange

Masuma Tiwana, Senior Business Analyst on the same team, felt the impact from a different angle, as a data problem.

“Before Noibu we also depended on manual reports being run to find overall impact. Now, we can see an issue and its impact and potential loss of revenues on a daily and annual basis and make more thought-out critical decisions.”
— Masuma Tiwana, Sr. Business Analyst, The Exchange

Two different roles. One shared problem: no single, evidence-based view of what was actually happening on the site.

One dashboard, one source of truth

Noibu changed that dynamic by giving every team the same source of truth for ShopmyExchange.com.

Working with their CSM, The Exchange formalized the new workflow with a clear RACI model — one shared dashboard, five clear handoffs, and no context lost in between.

The shift matters because of what happens before a ticket even leaves the business unit. When an issue arrives in IT’s queue, it already carries session counts, revenue impact, reproduction steps from Noibu session replays, and a clear priority designation (P1 through P3). No back-and-forth asking “how bad is this?” The data answers that on the way in.

“The daily and weekly alerts and the dashboard really help us narrow down what to focus on.”
— Masuma Tiwana, Sr. Business Analyst, The Exchange

Priority thresholds are codified. High-priority issues are flagged when they impact 250,000+ annual sessions or carry a revenue impact above $250,000. Medium-severity issues in the $50K–$249K range are caught early, well before they compound. Low-priority items are monitored over two to three days before a research ticket is opened — a discipline that prevents premature escalation without letting real problems drift.

What triage looks like when the whole team sees the same picture

One issue from early on shows the rhythm in practice.

Noibu surfaced an intermittent script error in the footer of the site — the kind of issue that’s invisible to manual testing and rarely reported by customers, but was hitting over 321,000 users. Rather than treating it as a drop-everything emergency, Valentina worked the triage playbook.

“After reviewing and watching it in Noibu, I opened the research ticket in Jira. IT then researched with the information provided and determined it was a bug that required a code fix, so it got sent to our backlog to be worked into a sprint.”
— Valentina Moreno, Business Analyst, The Exchange

Together, the teams established the facts: the script sits in the page footer; the error fires intermittently, typically on page reload; it doesn’t prevent customers from navigating the site or placing orders.

Based on that evidence, the issue was triaged into the sprint backlog rather than rushed to the front — the correct call, and one made confidently because everyone was looking at the same data.

That’s the quiet win. Before Noibu, an issue touching 321K users might have either been missed entirely or over-escalated on gut feel. Now, the same evidence that surfaces a problem also tells the team exactly how urgent it is.

Catching what customers never report

Even in the early months of the new workflow, the shift from reactive to proactive has been visible.

“Noibu has helped us be more proactive. The workflow we have in place allows us to monitor and identify issues before they spike up or before a customer calls to notify us.”
— Masuma Tiwana, Sr. Business Analyst, The Exchange

Valentina points to a class of issues the team would never have seen before: the ones customers don’t bother reporting. “Loading speeds, intermittent issues that customers might not think is an issue because they will just refresh the page and it will eventually work.” Those are the silent revenue leaks, invisible to manual testing, unreported by shoppers, but measurable in Noibu.

The team has also started noticing a pattern that only becomes visible when monitoring is centralized: issues that appear separate often fall under the same umbrella.

Grouping those related issues has helped The Exchange consolidate work and focus investigation where it matters most, rather than treating symptoms one ticket at a time.

Day-to-day, Masuma leans on the Site Health dashboard to gauge performance at a glance and decide where to drill down next. Valentina sticks to the priority tab, verified issues, and spiking issues daily, plus session replays — a reproduction capability she singles out as one of the platform’s biggest wins.

“I believe Noibu is a great tool. Especially bridging the gap between reported issues and reproduction of the issue during research. The sessions being recorded and being able to replay is super beneficial.”
— Valentina Moreno, Business Analyst, The Exchange

Building the operating rhythm

For a retailer with structurally separate business and IT teams, different reporting lines, and a customer base spread across countries and time zones, the risk of misalignment is permanent. Noibu didn’t eliminate that risk; it gave The Exchange the shared ground they need to manage it.

“Noibu definitely helps you see the gaps and blind spots and allows you to get to a point where you can be more proactive with your approach to maintaining site health.”
— Masuma Tiwana, Sr. Business Analyst, The Exchange

The team’s ambition from here is simple: keep compounding the discipline. As Masuma put it, “Keeping the end goal in mind and how the flow of information between Noibu and the various teams will go really helped us internally being successful with using the tool.”

For ecommerce leaders running complex orgs with distributed teams, The Exchange’s early story offers a useful blueprint. The right platform, combined with the right process, turns cross-functional error management from a friction point into a system.