Launching a next-generation VR workspace tool.
Launching a next-generation VR workspace tool.
Start-ups IrisVR and The Wild pioneered the use of virtual reality, enabling stakeholders in the AEC industry to collaborate more effectively. With a shared vision, The Wild acquired Prospect, Iris VR’s flagship product in February 2021.
As the value of AR and VR technology became more widely recognised by the AEC industry, Autodesk joined forces with The Wild – acquiring the business in April 2022. Stronger together, the team set out to develop an extended reality (XR) design review solution for AEC teams.
Soon after, Autodesk approached us to help them launch this product. From market research and user interviews to defining and refining the positioning of their new product, Autodesk Workshop XR, the end goal was to launch its marketing website – in style.
We started by conducting a comprehensive analysis of competitors, looking for insights and opportunities that Workshop XR could leverage. Next, we invested time in really getting to know the key influencers who would be using and/or benefiting from the adoption of the product – namely, architects, engineers, BIM/VDC managers and directors of tech. Delving into their current workflows with one-to-one user interviews, we wanted to build a strong understanding of what’s working and what isn’t. Particularly when it came to how they collaborated with their team.
Simultaneously, while the product was being developed, we were working closely with the Autodesk team to design and build the website and go-to-market campaigns.
As with any project where a product is being developed at the same time as a marketing strategy, there was a constant need to communicate and adapt with updates. Collaboration between our team and the Autodesk team was critical, so we held bi-weekly catchups to ensure alignment every step of the way.
During the early stages, we also hosted an ideation workshop. This gave us an opportunity to come together with our clients to understand their vision for the product and site and discuss our initial thoughts on the positioning and styling.
Utilising our findings from the in-depth market research and stakeholder interviews, we started to identify the key user benefits and Workshop XR’s points of differentiation. This was an iterative process as the ‘hero’ features changed as product development progressed. However, there were a few lead benefits that we kept coming back to: alignment, fluidity, and accessibility. As we started to agree on our product and user benefits, we built out a messaging matrix, detailed value propositions, and narratives to essentially refine Workshop XR’s ‘elevator pitch’. 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.
“ Throughout the long process of writing, designing, and developing the website, Torpedo maintained excellent communication, even when in different time zones. They were responsive to our feedback, promptly addressing any concerns or questions we had. ”
Once we had workshopped and defined the core narrative and value proposition, it was time to explore the customer-facing copy and consider how this could flex to appeal to our different personas.
We had a ground-breaking product to showcase, so every statement needed to pack a punch, while making it abundantly clear that VR software isn’t a gimmick – it’s a true value-add for AEC teams.
After exploring all kinds of angles, and running longlists and shortlists by the Autodesk team, we agreed on, “Change your perspective. Elevate your understanding.” Distilling 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).
Visually, we wanted to develop an identity for Workshop XR that truly reflected its advanced technological capabilities and captured the spirit of the immersive experience – being inside your 3D design models. Our clients wanted it to be a step on from the established Autodesk brand, while still taking cues from its recognised aesthetic.
Similarly, we all agreed the user experience had to have that engaging, interactive feel. So, from creating an original, scroll-prompted introduction to the product on the homepage, to showcasing product UI animations throughout the site, the experience quickly set expectations that this was a next-generation design review tool.
“ The launch of Workshop XR’s website last Fall was a moment of immense pride for our team, and we owe a great deal of that success to Torpedo. They were instrumental in bringing our vision to life, and we continue to receive positive feedback about the site. ”
Torpedo successfully combined both technical and creative talents to create a website that in the words of Autodesk “beautifully showcases the Autodesk brand and effectively engages our audience of XR enthusiasts as well as BIM Managers, Architects, and Engineers”. The website is a resounding hit, and still continues to receive positive feedback since its initial launch in the Autumn.
See the Autodesk Workshop XR website“ I just want to say that it is the Torpedo team that made this launch such a great success. I never imagined I would be a part of such a beautiful brand presentation. ”
