Digital Asset Manager
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At 24 Productions, we found ourselves spending a lot of time collecting and organizing marketing assets from clients. No two companies handled things the same way. Only a couple of companies were using dedicated online asset managers, and they varied greatly in the quality of user experience. For example, Apple’s was great; Toshiba’s, not so much.
Their current DAM felt like going into Windows 98 with an file explorer type interface and felt very antiquated. It was limited in the type of content it could display, and the nature in which it could display it. Collecting a group of assets for download was a convoluted process having to jump through many screens and page refreshes to do so. Of course, the ramifications were similar for Toshiba’s internal marketing team, who were the primary users of this system, many of which had abandoned using it. Our user research findings are in the Executive Summary below.
Because of the volume and complex nature of work we were doing with Toshiba, we had a vested interest in improving this asset workflow. We were also doing a lot of video and interactive work for them that just didn’t fit into any existing buckets, so we wanted to account for that as well.
In addition, our research uncovered that most DAMs on the market weren’t very well-integrated and provide a generally poor user experience. You could find key messaging and copy for a product, but the images and other assets were all off in their own sections and you never knew if you were getting everything available for that product, let alone the most current version.
Perhaps not completely understanding the breadth of what we were getting into, we began the development of a complex Digital Asset Management (DAM) system. We didn’t know what all it would entail, but we knew we could do a better job than the current DAM Toshiba was using. We were approaching from the perspective of replacing their existing style guide
We coined ours the Advanced Media Portal (AMP), and it was a platform that would be deployed online as a SaaS. AMP became a data and content hub with comprehensive client-facing dashboard features, basically a CMS with some customized capabilities.
In the examples provided, an Interactive Retail Style Guide is presented, which would replace a more traditional printed retail style guide. This is one of the modules of AMP, along with Interactive Product Tours and Brand Showcases, which are, at their core, glorified asset managers.
One factor differentiating it from other asset managers is its ability to harness product data, such as manufacturer and retailer feeds, and then couple it with the appropriate assets to populate various modules such as landing pages or sell sheets.
Analytics is also an integral part of AMP, one huge advantage of which is the ability to look at aggregate data from disparate sources and present it in a meaningful way, ultimately providing valuable business insights for the client.
- Information Architecture
- Interactive Design
- Project Management