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Avid Technology is a leading provider of audio and video production technology for media organizations and independent professionals. To better meet the needs of their customers and improve user experience, Avid looked to Cantina to redesign their website.

Screenshot of the Avid homepage on an iPad

Challenge


“Please, not another redesign” was the feeling felt in the room as Avid Technology started to acknowledge that Avid.com was unhelpful to anyone that tried to use it. The website had already gone through 13 different versions before arriving at Cantina. The client knew the issues and could even diagnose the causes, but the idea of taking on yet another redesign made many feel fatigue before the project even got off the ground. It was our mission to remove the fatigue and deliver a stunning website that armed customers with the right tools or answers to get the job done.

Solution


Avid looked for a partner that would base their design strategy on research and data. They chose Cantina because of the quality and thoroughness of their response to their needs.

They showed an understanding of the problem we were trying to solve. They understood what I was looking to do and I had a level of comfort with them that my team sensed. At the end of the day, they were the best fit.

Brian Anderson, Senior Director, Website Strategy & Operations at Avid.

We started by deconstructing Avid’s customers into various segments, pulling apart their needs and wants to get at their motivation. What we found is while all customers come to the website for products, their motives were different.

Our research told us there were four big motivations: sharpen skills, improve work quality, keep up with the industry or get a job. It became our job to execute on these four customers motivations through design and development.

Moving into the design, we began to see the homepage as a challenge. With so many products, services, and marketing messages to show, it was becoming clear that designing the homepage first was wrong. Instead, we focused on pages that prompted Avid’s core products, the goods customers cared about. Starting with these pages kept the customers’ motivations first.

The people at Cantina are collaborative and work well with their clients. They are very good at what they do. There is a certain casual nature to them as people. They are very easy to work with, and they do not come off as arrogant or all knowing.

There is no redesign without rethinking content. In Avid’s case, it meant moving away from a website that acts as a one-size-fits-all, to one that’s laser-focused on products and messages that motivate customers. This renewed focus could now help people produce great work with the tools and answers from Avid.com.

Check it out at avid.com

Screenshot of the Avid homepage on a laptop

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