Dive deep into Fender’s digital design process in a new short film

A film detailing Fender’s approach to digital design has been released. You can watch the film above.

The film is part of Atlantic’s Disrupting Within series, which looks at how companies approach design challenges using digital cloud technology.

The film touches on Fender’s recent extensive market research into the guitar market, especially the beginner market. Jennifer Schwartz, Fender’s digital product vice president, alongside CEO Andy Mooney, note that highlighted 90 percent of people who pick up the guitar abandon it within a year. Hence Fender digital apps like Fender Play, and the more recently released Fender Songs, which are both designed to keep people playing, growing the number of lifetime players.


The film also details how Fender uses the data from the apps to keep them continuously updated.

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