Launching a next-generation design-review tool for the AEC market.

As AR and VR technologies gained traction across the architecture, engineering, and construction (AEC) industry, Autodesk joined forces with The Wild to develop a new extended reality (XR) design review solution.
Created to enable cross-disciplined teams to collaborate inside their 3D models – in real-time – the platform was set to revolutionize the design process and unlock new ways for architects, engineers, and BIM/VDC managers to work together. Being able to experience a building long before breaking ground presented significant commercial value. The friction came from people’s perception of these emerging technologies. The challenge was to prove extended reality isn’t a gaming gimmick, but a credible and compelling tool for architecture design.

We began with focused research, including user interviews, market analysis, and conversations with product specialists. The product was evolving alongside the GTM strategy so we had to work iteratively. To align faster, we hosted a workshop, using this as an opportunity to organise a lot of information and test out a few ideas with the key project stakeholders.
From this, we refined Workshop XR’s points of differentiation and the user benefits. Despite the product’s ‘hero’ features changing in the background, there were a few lead benefits that we kept coming back to: alignment, fluidity, and accessibility.

To refine Workshop XR’s ‘elevator pitch’, we built out persona-specific value propositions and a messaging matrix. There was plenty to say so, the key challenge here was making it as succinct and compelling as possible – based on what we knew our audiences cared most about.
This led to the endline: “Change your perspective. Elevate your understanding.” Both teams felt this distilled the product offering down to why it’s revolutionary (the first-person, human-scale experience) and the value it brings to design reviews (the ability to catch issues, sooner). It was this strategic thinking that informed the subsequent design of the launch website and its narrative flow.

From creating an original, scroll-prompted product introduction on the homepage, to showcasing product UI animations throughout the site, our Strategy, UX, and Creative teams worked together to deliver a user experience that quickly set expectations – this is a next-generation design review tool. It balanced product capability with strong storytelling and always came back to the user benefits.

The finished website successfully showcased both the product and Autodesk’s wider brand – engaging a diverse audience while making complex technology easier to understand. Feedback from the client highlighted its ability to connect with their ICPs: “It beautifully showcases the Autodesk brand and effectively engages our audience of XR enthusiasts as well as BIM Managers, Architects, and Engineers”. Since launch, the platform has continued to receive a positive response, supporting Autodesk’s position and providing a strong foundation for future growth in the market.