COMPANY: CATCH.COM.AU
NUMBER OF USERS: 120
INDUSTRY: E-COMMERCE
ROLE: DIGITAL ASSET MANAGER
PROJECT LENGTH : 9 MONTHS
EMPLOYMENT DATE: OCT 2016 - FEB 2020
VENDOR: ASSETBANK
SKILLS:
n Project Management
n Negotiation
n Teamwork
n communication
n Training
n Research AND ANALYSIS
n Writing skills for proposal AND technical documentatioN
Discover how the creative team at Catch managed to work efficiently during the Covid pandemic in 2020 when everyone had to work from home.
Before a DAM was implemented in 2018, these were my findings
Inconsistency size charts across 200+ brands in apparel which resulted in customer complaints. Size charts were not archived and often re-created on a daily basis upon request
Digital assets such as templates, logos, high res images were scattered across multiple locations: 2 servers, gazillion shared drives such as DropBox and Google Drives, staff local drives, USB and emails
Multiple versions of logos across 600 brands were not updated. Logos were often used in EDM banners, product listings, TVC and marketing.
Remote team had no or limited access to Melbourne head office's servers
No file naming protocol. Each of the 40 creative staff had their own version of file names
No folder structure in place with unused folders and duplicates of same folders
Huge amount of double handling with graphics and photo re-commissioned because the finished art is lost or hidden in another users’ folders or server
User mapping of the user journey before DAM was implemented, I was able to use this in meetings with potential vendors via video conferences so they could have a better understanding of the Catch's operation
TIMELINE FROM DISCOVERY TO IMPLEMENTATION
DISCOVERY (August 2018)
Identified the pain points with digital workflow, inconsistencies and roadblocks within creative team
Collected data on users' journey with digital assets by asking
'Who, What, How, Where and Why'
Identified how each user's journey affect the entire eco-system
INITIATION (October 2018)
Built a business case based on details from the discovery phase
Wrote a buy-in proposal to upper management with detailed discovery, identified issues and proposed changes and solution
PLANNING (November 2018)
Choosing the right DAM software (vendor) is extremely important, I had a checklist and was given a budget by management
Research, test and consulted with 6 DAM vendors
Testing included using various use cases with sample users in each department
Developed DAM strategies
Defined the users then determine user groups
User groups to establish DAM strategy
IMPLEMENTATION (December 2018)
CATCH signed with AssetBank as the DAM software
Rolling out a new system is not just about pressing the 'Publish site' button, especially when it would disrupt the users' workflow. Without a clear strategy in place, it is destined to fail. Some of my strategies involved governance, buy-in from management, user adoption and onboarding:
Created a roadmap for the roll outs
Launched in phases: Design / Production team as the core and primary users
Set priorities for the migration of digital assets from old system to DAM, took 6 weeks including audits for all assets
Various training methods used: boardroom presentation, training videos and screen share with remote teams
Developed protocols and conventions
Documentation of processes
Tested new workflow with users, trial and feedback with the goal of streamlining workflow
Identified strong users and allowed them to be the 'connector' with other users in their team
Listened to the users as they play a critical role of a system. Encouraged feedback and suggestions
Logging and tracking
A roadmap of how future integration with Catch's PIM, CMS and automation with 3D photography machine using API
Consulted with the vendor with troubleshooting
MAINTENANCE (ongoing)
Train new users with induction of how it works with the entire creative operation
Ongoing training, user support and introduce new processes to users
Site Audit, clean up assets to keep the DAM on brand
Reporting on assets for activities such as the most and least active assets
Maintain metadata
User feedback and focus group
Update DAM roadmap according to technology and new developments from AssetBank
OUTCOME
The screen shots below were captured in 2020, two years after implementation. The system is fully functional across 4 teams - Design, Marketing, Sales and Social Media. By 2020 when staff were asked to work from home during Covid lockdown, conventions and streamlined process were already in place. Staff are now fully trained and know how to ingest, archive and repurpose digital assets from Catch Assetbank. Some tasks are automated so they have more time to perform other tedious tasks.
First page after user login
Banner designs are ingested by 10 designers using one file naming convention, they are trained to be responsible for inputting metadata for each digital asset
Overview of metadata for banner
Visual platform for users
Size charts for all range for a single brand - Adidas. A single location for users to retrieve
Brand templates for each brand with logo aligned, ready for users
ROADMAP
My plans for the DAM before I left Catch in Feb 2020
Ingest banners from last 5 years with metadata onto DAM: currently about 1000 banners sitting inside CMS unarchived. They can be inspo for sales team in order to fast track the briefing session with designers on a daily basis.
Using API to integrate CMS and PIM with the DAM to streamline process through automation
Integrate the 3D photo machine with DAM using API so the two software can talk to each other as the photo machine can generate 30 images per animation within a minute
Monetising using in-house photographic assets through negotiation with wholesalers
STATS
20 hours per week saved across production team from trying to locate the right digital asset that can delay production
Minimised the number of complaints from customer and sales team with size charts and inconsistency for colours and product listing
$1000 per month saved from re-commissioning artwork
Streamlined workflow
Marketing team was able to access assets without making enquiry with production team
Digital assets shared easily to external stakeholders from DAM
Production and Sales team able to work collaboratively with DAM
Added great value to Catch
