As part of a large-scale transformation initiative, I led the redesign of two critical workflows—CGI and Adaptation—supporting the creation and delivery of marketing assets into a global Digital Asset Management (DAM) system.

Both workflows involved multiple stakeholders, including internal teams and external agencies, and followed structured stages such as project briefing, reviews, cost approvals, production, and final asset delivery. Each had its own complexities: the CGI Workflow focused on cross-functional collaboration with external partners, while the Adaptation Workflow included internal marketing and quality assurance processes.

I worked closely with business stakeholders, end-users, and Sitecore developers to transform these processes into intuitive, user-friendly experiences. By applying design thinking, conducting global user research, and iterating through continuous feedback, we restructured unclear steps, improved usability, and enhanced collaboration across markets. The result was a scalable, efficient, and accessible system aligned with both user needs and technical limitations.

Role: UI/UX Designer & BA Role

Platform: Sitecore-based Internal DAM System

Challenges Identified

• Unclear Workflow Structure
  Steps in both workflows were fragmented and difficult to follow, leading to confusion and inefficiency.

• Ineffective Collaboration
  Communication between internal teams and external partners lacked clarity, making collaboration slow and error-prone.

• Poor Information Architecture
  The structure of the platform made it difficult to locate, upload, or manage required documents and assets.

• Lack of Process Transparency
  The asset upload, review, and approval stages—especially the two-tier approval—were confusing and lacked clear user guidance.

• Cumbersome Version Management
  Users found it difficult to manage asset versions or understand when and how to upload updated files.

• Ineffective Notifications
  System updates and alerts were often unreliable, overlooked, or difficult to interpret, resulting in missed actions and delays.

Approach

• Stakeholder Workshops
  Collaborated with key business stakeholders to gather requirements and understand objectives from both workflows.

• User Research
  Conducted interviews and research with internal teams and external agency partners to uncover real-world challenges and user needs.

• Cross-Functional Collaboration
  Worked closely with developers to ensure all design solutions were technically feasible within the platform’s constraints.

• User-Centric Design
  Applied strategic design thinking and user-centered principles to reimagine the end-to-end experience with a focus on clarity, usability, and efficiency.

• Iterative Prototyping & Testing
  Developed interactive prototypes and conducted multiple testing rounds to validate and refine design solutions based on user feedback.