Vuze

Challenge /

When Vuze gave my team a shout, they were in deep Dutch with their core users. Formerly named Azureus, they’d revolutionized the BitTorrent world with the advent of their eponymous client (an early favorite among media junkies looking to post and download HD torrents lightening fast). But then things started to slip. Could’ve been the awkward name change, could’ve been a bit of corporate A.D.D. But hardcore users were getting increasingly grumpy. The opportunity: get your story straight and, at the same time, turn your old BitTorrent tool into the world’s leading social destination for discovering, publishing, and sharing original video content.

Did I mention the frog mascot? That stays…

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Solution /

With my help, Vuze worked their way back to core principles—and back into the hearts of both Torrent fiends and media mavens the world over. How? By embracing all the crazy things that made them the life of the party back in the day. And by upping the ante on UX. By taking the time to look at how users were actually using the platform and examining what really makes a media channel truly social, the team was able to move things in a totally new direction without losing touch with who they really are. And it paid off pretty nicely. Not only did the re-engineered site get a five-star 'spectacular' rating from CNET Editors at launch, the service adde an average of two million new users a month since the project wrapped.

Princely happy ending, you bet.

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