How using UX principles pointed to Content at Scale for Amway

My introduction to content at scale was through DAM. My assignment at Amway in late 2018 was to modernize our DAM from six on-prem regional instances to a single connected global experience. This was at a time when DAM was moving from being a creative repository to a connected content hub. (If you are not familiar with DAM here are some of the basics.)

I approached the modernization of Amway’s DAM through UX methodology. We started in 2019 by establishing our users and stakeholders, then conducted user feedback research and a system evaluation, in partnership with the Real Story Group. From there, we were able to establish more detailed user profiles, agile user stories, deliverables priorities, and requirements. We used the requirements to evaluate several new DAM vendors but the research ultimately pointed towards a larger DAM-centered, connected, content ecosystem that would support both user and business needs for Content at Scale. This can be seen in the illustrations below.

For a more in-depth understanding of our research and findings please see my article, Experience matters: How UX provided a new direction for digital asset management at Amway, in the Journal of Digital Media Management, Volume 9, Issue 2, a peer reviewed journal of Henry Stewart. This article is also part of the HS Talks Business & Management Collection.