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Digital Asset Management (DAM)

The DAM (Digital Asset Management) platform serves as a central hub where users from across the globe can access, manage, and share marketing assets tailored to both global and market-specific needs.

Throughout this project, I collaborated closely with stakeholders, end-users, and developers to ensure we created a user-centric and intuitive platform. Our focus was on rethinking and refining the core functionalities—such as asset search and filtering, direct uploads, and usage rights management—to ensure they were not only efficient but also aligned with real user behaviors and expectations. By combining strategic design thinking with continuous feedback loops, we were able to streamline these processes and deliver a cohesive, accessible experience for users worldwide.

Role: UI/UX Designer

Platform: Sitecore-based Internal DAM System

Brief

The existing Digital Asset Management (DAM) platform was outdated and difficult to use, lacking both visual clarity and alignment with user workflows. It had been developed with minimal user input, resulting in usability challenges across global teams.

Our initial task was to conduct a comprehensive UI/UX evaluation based on Nielsen’s 10 Heuristics and the PURE (Pragmatic Usability Rating by Experts) methodology. This helped us identify key usability pain points early on, prior to involving end users. With these findings, we proposed initial design improvements to the business, which were iterated upon based on stakeholder feedback before moving into user interviews to gather insight-driven, market-specific needs.

Challenges Identified

  • Outdated User Interface: The DAM platform had an outdated UI that was not visually appealing or aligned with modern user expectations.

  • Poor Usability: The system lacked a user-friendly design, making navigation difficult for users, particularly across global teams with diverse workflows.

  • Lack of User Input: The platform was developed with minimal user involvement, resulting in design choices that didn’t fully address the needs of its primary users.

  • Inefficient Workflows: The existing structure didn’t align well with the users’ specific workflows, leading to inefficiencies and unnecessary complexity in the system.

  • Stakeholder and User Alignment: Misalignment between business needs and user needs due to insufficient feedback loops, leading to potential gaps in addressing market-specific demands.

Approach

  • Heuristic Evaluation: We conducted a thorough UI/UX evaluation using Nielsen’s 10 Heuristics and the PURE methodology to identify core usability issues and prioritize improvements.

  • Stakeholder Engagement: We presented our initial design improvements to the business and iterated upon feedback from key stakeholders to ensure alignment with business objectives.

  • User Interviews: We conducted in-depth user interviews with end users to gather feedback and understand market-specific needs. This allowed us to refine the design based on actual user experiences.

  • Iterative Design Process: Our approach involved iterating on design solutions, continuously refining them to address both business goals and user requirements, ensuring the platform met practical needs.

As-Is-Flow 1 Mapping Pre User Interviews

As-Is-Flow 2 Mapping Pre User Interviews

As-Is-Flow 3 Mapping Pre User Interviews

Information Architecture for the DAM

As-is-Flow Experience Post User Interviews

Outcomes

  • Improved Usability: The redesign of the DAM platform addressed the identified usability pain points, making it easier for users to navigate and access assets.

  • Enhanced Visual Clarity: The platform’s UI was modernized with a more intuitive layout, providing visual clarity and better user experience.

  • Better Alignment with User Needs: The platform was redesigned to fit the specific workflows of global teams, ensuring that their requirements were better understood and incorporated.

  • Increased Stakeholder and User Satisfaction: By including both stakeholder feedback and user insights throughout the design process, we created a more effective and user-friendly DAM platform that catered to diverse user needs across regions.