Project Overview

Domain: MarTech
Industry: SaaS, Marketing, Communication, CX
Timeline: 2 months
My Role: Brand and Content Strategist, Principal UX Writer for the Landing Page and the Website
Website: www.avidio.com

About Avidio

Avidio is a video-marketing platform that makes outreach simpler, hyper-personalized, and faster. It’s the only tool that lets users create videos at scale, without manual research, scripting, recording, or editing. Avidio processes each brief, researches at an individual contact level, and auto-generates personalized scripts so every recipient feels their video was made just for them.

Brands and individuals can use Avidio for both professional and personal outreach, especially for pitches, invites, reminders, and follow-ups.

Brief

• Creating a brand identity and archetype that resonates with their audience

• A website that conveys product offerings clearly and precisely

• Email sequence copy and social media launch activities

The Strategy

The Tagline

Avidio's tagline is 'Your Narrative, Uniquely Delivered'. Surprisingly, it's been a great entry way for the founders during their sales and demo calls, as it forms a part of their product's elevator pitch.

The Website

As the principal UX writer, my approach was to project the product's root strengths, idea, and validation points succinctly and clearly. The website was clearly divided into the following pages for ease of navigation:

• Home Page: This was treated as a landing page that conveys almost everything about the brand in a crisp manner and interlinks with other pages.

• Product page: It was more about highlighting product's strengths, features, benefits, and the ease of use. Throughout the website, we've used the videos generated from the platform to actually hammer the idea of why such videos are going to be a game changer in different scenarios, contexts, and nature of the business.

• Solutions pages: These pages were templated to have a same structure, highlight key features either a team or an industry would care about, and enlist an exhaustive (but not conclusive) list of examples where the platform could be leveraged for communications.

• About us and Careers: It was more about conveying the problem statement, founder stories, and philosophy of what it's like to interact, work, and consume from Avidio as a brand.

Notable Sections

Early-adopter Case Study Cards

As an upcoming brand, they didn't have a lot of users or in-depth case study like established players do.

To tackle this, the UI designer on board (Sneha Dalal) and I created a template card of sorts that helps convey the key parts of B2B SaaS case studies:

• Client name, industry, and one-liner about the brand

• Use-case/challenge to highlight how Avidio was used

• Impact to highlight the results

• Testimonial with actual people to establish authenticity

Defining Category Benchmarks

As a challenger brand trying to replace text-based emails or HTML-based campaigns with hyper-personalized video messages (across email, SMS, and other tools); having some statistics around ideal case results was critical to have a early-win from the buyer, who could either be a tester or a potential user.

This card helped summarize it clearly and eliminated any confusion.

Highlighting Use-cases across Solutions

The solution pages were added from an SEO point of view. This section was created specifically to highlight various scenarios where teams and industries could use Avidio's solutions.