Overview

There are numerous ways to run an effective e-commerce business, as long as the user experience is secure and user-friendly. We’ve found that a strong focus on UX can lead to efficiencies previously unforeseen in other aspects of our clients’ business.

Avid Technology is an industry leader in audio and video technology for media organizations and independent professionals. In our previous work with Avid, we redesigned its marketing website with the goal of increasing sales of their core products.

This time, the e-commerce aspects of Avid.com were underperforming and required rethinking about how customers interact with product detail pages, purchase flow, and the checkout process.

Our research-informed insights into Avid’s unique business challenges, our deep understanding of their customer base, and the generative nature of the sprint framework got us to a viable prospective solution in just one week.

Rethinking the Online Shopping Experience

The results of our marketing website redesign helped Avid to realize a critical next step: rethinking its online product, shopping and checkout experience.

Avid hoped to update and modernize some offerings to avoid common e-commerce issues such as cart abandonment, customer support requests, and outdated information requirements that might scare off casual users. The company also aimed to make the site more efficient, lowering page load times and reducing the number of product checkout steps.

A Design Sprint Story

We used a structured design sprint to solve issues with the purchase process on shop.avid.com. This collaborative approach allowed teams from both Avid and Cantina to identify each challenge and the required fix rapidly.

We put the mechanics of the entire e-commerce experience to the test: product pages, site navigation and search, and the checkout process... everything required to sell products quickly and efficiently. Cantina’s design process is rooted in defining and testing hypotheses based on research and discovery. Armed with in-depth knowledge and insight into the business processes that are core to Avid’s e-commerce shopping experience, we got to work, and mapped out a winning strategy in a five-day design sprint.

Great Teams Achieve Better & Faster Results

A design sprint is all about collaboration. We were able to establish clear goals up front and get instant feedback from Avid’s leadership. Our work with Avid highlights the power of design thinking to change the way a company conducts its business, and the benefits of a great partnership to deliver high-value results.