Best Buy DAM
We narrowed the complication down to 3 main problems:
1. Inefficient system
The users had to go through multiple steps to find what they were looking for, and the platform was lacking a search function.
2. Linear expectations
The DAM was basically being used as a place to store photos, but no one was examining the larger potential of the system. How could we add value?
3. Unevenly distributed workload
People relied on the system librarians when they could take on more of the responsibility.
From there, we found an insight: The system was focused on storage and organization, but it could also be used to encourage sharing and exploration. If the current system felt too much like a confusing library, how could we make it feel like a bookstore? The key was to make it as visually-driven as possible, while encouraging curation of photos around special events and themes, like Christmas or Back-to-School. We came up with these 4 solutions:
1. Dynamic start page
3 main kinds of users were dealing with DAM on a day-to-day basis: Best Buy employees, like creative directors, the DAS team, and external users, like photographers. We designed different entry portals that would tailor the experience to each of their unique needs.
We took care of DAM’s lack of search by designing a visual engine that lets people explore the pictures and shows them how to save their favorites in a tray, that they can easily share.
3. Upload tool
It was tricky to upload content, but with a smart upload tool, it could take a lot less time. Our design made it simple to add default tags to each image.
4. DAS work queue
The DAS team received photo requests through email, and it was up to them to keep track of everything. To build that into the system, we designed a long feed that everyone could see, making it easy to show who was handling which tasks.
There was a lot of potential in the Best Buy DAM program – it just needed to be modernized and simplified for the way regular users approach interfaces today. Applying principles of modern web design and usability, starting with search tools, we were able to make it feel more like an intuitive graphical user interface that helps, rather than hinders, internal processes.