Asset Management Portal
Designed the Colgate marketing and advertising asset management application.
CLIENT
Colgate
ROLE
Creative Lead, UX Strategy
PROJECT OVERVIEW
The client had a legacy system that helped product managers track their advertising needs, but the solution only outputted all the data into Excel spreadsheets. It was taking the users just as long to parse the data into useful chunks than it was to run the actual produce campaigns. I helped the client design an advertising and marketing team portal that helped deliver streams of data in a useful and timely way. The dashboards needed to intuitively segment project data based on user role, activity level and issue alert/remediation.
CHALLENGES
Even though the client knew they needed to update their approach to help efficiency, users were reluctant to give up the “old way” for fear of thinking useful data would be sacrificed for a “pretty” UI. The users didn’t want to “miss something important” because of the perception that it would be hidden. Also, the internal IT department was reluctant to develop a new, innovative solution when they felt the current system was already accurate (when in reality, it was really just a robust data farm).
DESIGN SERVICES/PROJECT ATTRIBUTES
UX design strategy, UI design, user personalization, system replatforming, digital transformation, manager’s experience, responsive
SOLUTION
After establishing the fundamental business requirements, the project team produced a POC and help build the case demonstrating to the IT department that a new solution would build on their already robust data farm. This discussion was also helped along based on the fact that the business needed to update the solution to work in the mobile space as well (which the existing solution did not). While the IT staff was concerned that the new UI would add unnecessary visual “fluff”, the business was excited to see interactive data, actionable tasks, active issue tracking, and “at a glance” content that promoted user engagement. The design allowed for various levels of data integration, had flexible page layouts, and content delivery based on user role.
SCOPE DELIVERABLES
The client was provided UX strategy documents, high-fidelity designs and new portal brand assets. Since the client was building the final solution in-house, they were also provided detailed design specs, solution red-lines and a final design standards document.
