Over the next few weeks, I will be publishing several posts that discuss some of the attributes that enterprise leaders should look for when evaluating digital asset management solutions. Some of these attributes will include interoperability, search, metadata management, and workflow management. In this post, I am discussing the importance of identifying a DAM solution that individual users will find valuable and easy to use.
The success of any digital asset management system depends largely on how widely the system is adopted and how regularly it is used by the individuals who create and use rich media assets. In most cases, the implementation of a DAM solution will require users to make at least modest changes in how they work, and most people will only make the necessary changes if the DAM system meets two basic requirements:
- It must be easy to use; and
- It must provide real value to the individual user.
Over the past several years, DAM applications have evolved from a tool that was primarily used by media-focused companies (publishing companies, broadcasters, etc.) to a technology solution that is used by all kinds of enterprises for the management of rich media content. One inevitable result of this evolution is that DAM solutions have become more complex because they are supporting a broader array of use cases.
Today, an enterprise-class DAM must also support a more diverse set of users whose needs can differ significantly. For example, system administrators, asset librarians, and other “power users” will obviously have different needs from “business users.” But there is also great diversity among business users. Creative personnel will require different DAM capabilities than marketers. Marketers will use a DAM system differently than product managers, and product managers will have different needs that e-commerce teams, compliance personnel, or customer support teams.
For those of us who develop and sell DAM solutions, the challenge is to provide value and ease of use to an increasingly diverse group of DAM users. At ADAM, we believe the best way to accomplish this objective is to enable enterprises to deploy multiple user interfaces (UI’s), each of which is designed based on the needs of a specific user persona. Our software development team routinely works with more than 25 user personas, including:
- 2 power user personas
- 11 business user personas
- 8 supporting user personas
- 4 external user personas
It addition, because ADAM is fully multilingual, all of the UI’s we offer can be provided in all of the world’s major languages, which means that a global enterprise can provide a UI in the primary language of each of its DAM users.
These persona-driven UI’s have proven to be very popular with our customers. Many of our newer customers are relying primarily on the UI’s that are available out-of-the-box rather than spending the time and money required to build custom UI’s.
The bottom line is that persona-based UI’s are an effective way to provide value to the users of the DAM system and to make the system easier to use. This capability will help ensure that an enterprise will gain the user buy-in that’s needed to make the DAM system a success.