Creative content producers need a faster, more efficient way to create, reuse, store, and distribute content for brand clients.
Edisen is a B2B web application which combines digital asset management (DAM), content creation workflows, and content distribution workflows for large multi-national brands into a single platform.
The Challenge
The creative content pipeline is often very complex and requires the use of multiple tools, applications, and delivery methods.
The lack of connection/communication between all of these tools leads to inefficiencies and ultimately leaves money on the table for both the business and the user.
Edisen's goal is to streamline this process.
My Role & Tools Used
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User Research
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Product/Market Research
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User Experience Design
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Visual Design
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Figma
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Adobe XD
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InVision
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Adobe Illustrator
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Adobe Photoshop
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JIRA
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Confluence
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Microsoft 360
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Intercom
The Who
Client Reps and Marketing Managers with large catalogs of digital content who need the ability create, reuse, store, and distribute content to and for their local markets. Current customers include H&M, PBS, Atlas Copco, Dyson & Absolute.
To help us better understand our user on a human level, we worked to develop documents such as contextual user personas. These personas include empathy mappings which provides insight into who the user is and how they perceive certain use case scenarios.
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Content Storage
The most basic / fundamental need the user has is the ability to upload, store, and organize their creative content in a meaningful way.
Our solution for this was to design and develop a DAM (Digital Asset Management) application. This is the foundation of the Edisen platform.
Through the use of components such as carousels, tables, cards & drawers, we were able to provide the user with multiple ways of viewing their stored content.
Since our user base is a mix of creative and data-driven users, striking a balance around how they can consume content is key.
Content
Creation / Adaptation
Brands, particularly large international ones, have multiple markets which all require creative advertisement content to be created and adapted for the demographics of each of those markets. The creation / adaptation of this content typically starts with a brief.
Naturally, this is where we started. There are many different types of briefs with varying pieces of information and they often run together.
My solution for this feature was to breakup the brief creation process into smaller, more consumable pages or sections. The idea is user will feel less overwhelmed by the process and will allow for us to customize / add additional pages in the future.
Production Implementation
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Content Approval
The most basic / fundamental need the user has is the ability to upload, store, and organize their creative content in a meaningful way.
Our solution for this was to design and develop a DAM (Digital Asset Management) application. This is the foundation of the Edisen platform.
Through the use of components such as carousels, tables, cards & drawers, we were able to provide the user with multiple ways of viewing their stored content.
Since our user base is a mix of creative and data-driven users, striking a balance around how they can consume content is key.
Visual Design for Success
For any project, establishing guidelines around UI styling and UX behavior is a great way to ensure the design team is set up for success to deliver consistent designs which reflect the brand and the product voice.
Edisen is no different. I worked with the the design, product marketing, and development teams to define and create a design system built on a Material UI foundation.
Having this system in place has helped to speed up the design process for new features.
