Redact
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Redact, a boutique video agency based in Colombo, Sri Lanka, has been serving clients worldwide for the past three years. Until now, they have relied solely on word of mouth referrals to attract clients. Redact is now aiming to expand its reach beyond its current limits.
Despite having a strong content creation pillar as the initial starting point of their sales funnel, they required something more robust. They needed a platform where clients could view all their services and portfolio, ultimately inspiring them to book a client call.
The Capstone Project
I have known the founder of Redact, my close friend for years now. We have worked together on different creative projects. Saran, the founder of Redact came up to me to discuss the website designing for his business as I worked on the branding before. This happened during my capstone semester, January 2025. While I was on the lookout for my internship this idea poked my mind. What if I start working on the website design project from scratch for Redact as my capstone project? First, I discussed with Saran regarding this, and he was all in, then I went up to my professor and explained about him on this website design project, Prof. said this looks like a solid project and you should take it. That’s it, me and Saran started working on the website design for Redact.
industry
Video Agency
timeframe
3 Months
tools
Figma, Miro, Figjam
category
Capstone Project
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A Snackify box filled with an assortment of personalized healthy snacks, curated to match individual dietary preferences.
How might we position Redact as the preferred choice for content creators who need high-quality video editing services in a crowded marketplace?
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A satisfied customer enjoys a delicious and nourishing snack from their Snackify subscription, knowing it aligns perfectly with their dietary needs.
How the initial research allowed you to think differently
When the Redact website project started the pathway seemed so simple they just wanted a website to gain more clients. But as I started doing indepth research I figured out that it's not just the website they asked for, it's beyond that. I had multiple 1 to 1 meetings with Prof.Yves to discuss the project. Then Prof. asked to start with what their objectives are and who are they doing these videos for. That gave me clarity.
User Research
Through stakeholder interviews and client data analysis, I identified three primary user segments:
Primary User Segments:
Influencers: 50% of client base
Psychologists: 35% of client base
Real Estate Agents: 15% of client base
Shared User Needs:
High creative input requirements
Consistent, long-term video production needs
Professional quality output to attract their own audiences
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Snackify's advanced algorithm ensures that each personalized snack box is thoughtfully curated, offering a delightful and nutritious snacking experience.
impact
In the research we identified that 50% of clients are Influencers, 35% being Psychologists and the rest Realtors. And these are the people who require an extensive amount of creative input into their videos to attract more clients. Based on this we identified the problem aka Problem Justification.
idea
Talking to the founder and creative director of Redact, we figured out that almost 8/10 these clients are long term and repetitive, which means the clients would be working with Redact on a long terms basis, so the standard project based pricing was not very well reserved by the client and therefore we suggested a subscription based pricing.
Pricing Model Discovery
Through user interviews and behavioral analysis of existing clients, I discovered that 80% of Redact's clients were long term, recurring customers. However, the traditional project based pricing model created friction:
Unpredictable costs for clients
Administrative overhead for recurring work
Lack of commitment incentive
Solution: Pivot to a subscription based pricing model that better aligned with actual user behavior and provided predictability for both parties.
Competitive Analysis
I conducted a comparative analysis of subscription-based creative service platforms:
KIMP
In 2003, the Kimp Team began providing graphic design services. Evolving with a variety of business structures over the years Kimp first launched in early 2019, it only offered one unlimited graphic design subscription. Additionally, we want to improve our clients' design workflows while giving designers amazing assignments. Now they provide unlimited video editing services as well. KIMP is a proud Canadian owned and operated business.
Unlimited graphic design and video editing
Canadian-based operation
Broad service offering
DAVA Marketing
The other one was DAVA Marketing. They focus more on social media influencers as it can be seen on their website. They provide three main services: long form editing, short form editing and graphic design services.
Focused on social media influencers
Three core services: long-form editing, short-form editing, graphic design
Clear service segmentation
Analysis Findings
After conducting the competitor analysis we figured out that their primary unique selling point would be offering video editing services in subscription based pricing, then Saran asked me if we are going to handle multiple clients wouldn’t it be cumbersome for the creatives to handle the project files and keep up with the changes, thats where I suggested creating a dashboard system for Redact, though this would only work if Redact has handful of clients, yet the idea was unique we decided to go for a prototype design to test its usability.
Key Findings:
Market validation for subscription model
Opportunity to differentiate through specialization
Gap in client agency collaboration tools
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Unique Value Proposition
Through synthesis of research findings and stakeholder collaboration, we identified Redact's unique positioning:
Primary Differentiator: Subscription based video editing with an integrated client dashboard
Innovation: During ideation sessions, Saran raised a critical operational concern: managing multiple clients' project files and revision cycles would become unmanageable at scale. This constraint sparked our key innovation a proprietary dashboard system that would:
Centralize project management
Streamline revision workflows
Provide transparency into project status
Create a scalable operational framework
While this solution would be most effective for a curated client base, its uniqueness warranted exploration through prototyping and usability testing.
key metrics
This project evolved from a simple marketing website into a comprehensive digital ecosystem encompassing three components: a marketing website for service showcase and portfolio, a proprietary client dashboard for project management, and strategic conversion touchpoints to drive discovery calls.
key learnings
This capstone project helped me to demonstrate user research, strategic thinking, and service design applied to a real world business challenge transforming initial requirements through discovery into a differentiated digital product.
see also
