Case Study:

Avid Technology, Inc.,

Web Assessment and Strategy

Avid Technology, Inc. revolutionized the film and broadcast industry in the late 1980's by developing the first digital nonlinear editing system. Avid expanded their market throughout the years by introducing innovative new products for audio, broadcast, 3D animation, asset management, storage, workgroups, as well as consumer video. Today Avid Technology's brand is ubiquitous throughout digital content creation communities worldwide.

Under the pressure of an expanding universe of users, communities and products, Avid realized an opportunity to streamline its Web presence. With the goal of improving the customer experience of their website, Avid turned to AtreNet.

AtreNet was hired to provide Avid with in-depth user experience testing and an information architecture assessment. The key was to design a customer-centric information architecture that accommodated the multiple learning styles and points of view of their Website visitors. After completing user experience testing, AtreNet worked with Avid to develop a user experience that was driven by content rather than the Website’s navigation system.

	"AtreNet walked the tight rope and delivered a structure for enabling an improved user experience for our multiple audiences. AtreNet has my highest recommendation." - Christina Howe, Director of Online Marketing and User Experience, Avid Technology, Inc.

The Challenge

• In the two years since Avid's last major update, their site architecture had been convoluted by minor site updates
• The existing site was not aligned to facilitate connecting users with the correct online community
• Avid's new site needed to user-centric pathways that allowed customers to understand product and their numerous configuration options