Embedding Trint into enterprise workflows
How embedding Trint into newsroom workflows generated £750k+ in enterprise pipeline.
Context
Trint is used by enterprise broadcasters to transcribe and edit video and audio content before it moves into internal systems used for clipping, organising and publishing stories. In live newsroom environments, these workflows span multiple teams and tools operating under significant time pressure.
Mapping the existing workflow
To better understand how transcription fits into newsroom production, we conducted workflow interviews with the team at The New York Times and Associated Press responsible for working across both Trint and Mimir, their publishing media asset management system (MAM).
It became clear that teams were doing the same work twice. One team corrected and highlighted key quotes in Trint, exported those notes into shared documents, and passed them to another team member who recreated the edits and created clips in the MAM.
The same media also had to be uploaded into both systems. Once inside the MAM, teams lost functionality they relied on in Trint, particularly highlighting, the primary way journalists marked key quotes and moments for use in a story.
The problem
Teams were doing the same work twice. Transcript corrections, highlights and timecodes created in Trint had to be recreated in the publishing system, slowing clip production and increasing cross-team friction.
Redesigning how Trint supported the workflow
The MAM was central to newsroom production and couldn’t be replaced.
The goal was simple, once media was uploaded and corrected in Trint, that work should move directly into the publishing system without needing to be recreated. The corrected transcript in Trint would become the version everyone worked from, removing duplicate edits and keeping teams aligned.
This wasn’t about recreating Trint inside the MAM. The publishing tool already had its own workflows and constraints. The challenge was identifying which parts of Trint needed to move across, and how they should behave once there.
I worked closely with the development team to map how transcripts would be requested, loaded and updated between systems. This included defining how authentication, permissions and playback alignment would work when a transcript was accessed inside the MAM.
Rather than replicating every feature, we prioritised the tools that directly supported clip creation, particularly transcript corrections and highlighting, while excluding features that weren’t relevant in this context.
Iterating with newsroom teams
We developed an initial version of the integration and tested it with The New York Times newsroom team. Observing how journalists worked within the publishing environment surfaced additional requirements that weren’t obvious at the outset.
🚪 Transcript access & deep linking
Journalists needed to quickly move between the embedded transcript and the full Trint platform when deeper editing or collaboration was required. This led to the introduction of clear entry points that allowed users to open or share the transcript directly in Trint without breaking their workflow.
🔎 Search behaviour
When observing journalists use Mimir, many relied on browser-level search (Control + F) to find specific words. However, this surfaced results across the entire interface rather than within the transcript itself.
In response, we introduced transcript-specific search functionality within the integration, allowing journalists to quickly locate keywords without disrupting their editing flow.
🌍 Translation capability
During testing, journalists highlighted the value of being able to translate transcripts directly within the publishing workflow, particularly for international teams.
We included Trint’s translation capability within the integration, adding functionality the publishing system did not natively provide and allowing journalists to work across languages without leaving their environment.
🛟 Onboarding
To support adoption, we introduced a lightweight onboarding screen within the integration tab that clearly articulated the value of the integration and how it supported newsroom workflows.
Final designs
Business outcome
What began as a workflow improvement evolved into a significant commercial driver. The integration was showcased at major industry events including NAB and IBC, generating substantial enterprise pipeline, and expanded from its initial launch with Mimir to additional publishing platforms including Octopus.
Enterprise wins
The integration work I led directly contributed to securing new enterprise customers including Sinclair Group, Axel Springer (BILD) and VRT.
$750k+ pipeline generated
Enterprise opportunities created in 2025 as a direct result of the integration, becoming the fastest-growing commercial channel for the business.
$100k+ expansion revenue
Additional revenue generated from existing customers including Reuters, AP and CBS.