Using Personas to Guide DAM Results: How Life Time Pumped Up Their UX and CX
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This document discusses how using personas can guide a digital asset management (DAM) system to improve customer experience. It recommends taking a persona-first approach when implementing a DAM system. This involves researching user needs through surveys, interviews and card sorting to develop user personas for roles like content creators, content builders and third parties. Examples are provided for how Life Time, a health club company, developed sales enablement portals tailored to different personas' needs. The document concludes with best practices such as aligning goals, researching users, implementing changes and collecting ongoing feedback.
Using Personas to Guide DAM Results: How Life Time Pumped Up Their UX and CX
- 1. TAKE CONTROL OF YOUR BRAND CONTENT AND PUMP UP YOUR CX Using Personas to Guide DAM Results
- 2. AGENDA 01 Content challenges and CX 02 Why DAM? 03 Persona-first approach: Research 04 Persona-first approach: Examples 05 Takeaways 06 Q&A
- 4. IT TAKES A COORDINATED EFFORT to build engaging customer journeys and empower customers to make confident purchasing decisions
- 5. CHALLENGES THAT GET IN THE WAY – Content assets are scattered across multiple systems and file shares – Materials are inconsistent, outdated, or off brand – Lack of understanding by marketing and creative teams of content use – Inefficient processes slow go-to-market timelines – Too much manual intervention is required in creative workflows – Lack of content provided in a timely manner to sales channels – Content use violations present a risk to the business
- 6. Source: A commissioned study conducted by Forrester Consulting on behalf of Widen, March 2021 © 2021 Forrester. Reproduction Prohibited. BOTH STRATEGIC AND TECHNOLOGY CHALLENGES Strategic challenges Base: 259 Manager+ digital marketing/ecommerce decision makers in NA and EMEA Note: Only top 5 shown for each question. 68% 67% 63% 58% 51% 71% 65% 59% 57% 53% Organization/collaboration silos Lack of coordination among business units Syndication/right content in right channel Difficulty with targeting/personalization Lack of relevant/accurate product details to inform purchase decisions Content silos Lack of integration among platforms Lack of analytics Difficulty managing data/poor data quality Lack of technical resources Marketing technology challenges
- 7. A streamlined internal approach to content creation is critical to build thoughtful, connected customer experiences. – DAM system – Organize resources in a persona-first approach – Empower teams to build brand-compliant experiences
- 9. DIGITAL ASSET MANAGEMENT (DAM) is the practice of administering, organizing, and distributing media files. DAM software enables brands to develop a library of photos, videos, graphics, PDFs, templates, and other digital content that is searchable and ready to deploy. DAM
- 11. CONTENT LIFECYCLE CORE DAM CONTROL ACCESS with roles and permissions ROUTE for review, comment, and approval ANALYZE Assets with performance insights ARCHIVE to preserve content and data for life PUBLISH assets to the web, email, and social UPLOAD for distribution across your organization SHARE on CMS, CRM, marketing automation, + creative tools TRANSFORM to other formats on the fly CURATE collections for events and campaigns CATEGORIZE to search, filter, and find assets TAG METADATA using rights and security
- 13. USER PERSONAS HELP US BREAK DOWN SILOS – Talk to other teams about their needs – Design experiences to support them – Work in connected tools
- 14. STEPS TO INVESTIGATING PERSONAS LIKE A UX RESEARCHER
- 15. STEP 1 Figure out what you want to learn – What are their top priorities for the year? – What does success look like? – What content do they need access to? – How are they using the content? – What are their barriers?
- 16. STEP 2 Define your research pool – Who do you need to learn from? Roles/Regions – Define limits: more people = more time sifting through data, so keep it manageable
- 17. STEP 3 Pick your research direction (part 1) SURVEYS Send a list of questions to users to learn trends from their responses. Online surveys are quick and easy to create and distribute. Check out Google Forms, SurveyMonkey, or Typeform. USEFUL FOR: – When you want specific questions answered – When you need feedback quickly – When you know your audience fairly well
- 18. STEP 3 Pick your research direction (part 2) INTERVIEWS Talk face-to-face or on a video call with users to understand how they work with the DAM system and what can be improved. With these conversations, you’ll often gain valuable context far beyond what you set out to learn. USEFUL FOR: – When you want to better understand individuals’ attitudes, goals, workflows, and pain points – When you need inspiration for new opportunities or positioning for your site
- 19. STEP 3 Pick your research direction (part 3) CARD SORT Ask users to sort topics written on cards to better understand how they think about and group content. This exercise can help improve labels for categories or navigation and improve organizational structure overall. USEFUL FOR: – When you would like to reorganize your site’s content to improve findability – When you’re adding new users or content and you want to understand how they best fit into the site’s current structure
- 20. STEP 4 Set milestones and go!
- 23. WHO IS LIFE TIME? We inspire healthier, happier lives through our omnichannel, healthy way of life communities that address all aspects of healthy living, healthy aging and healthy entertainment. 1992 Founding year 100,000 Square feet average club size 500+ Pools and spas 140+ LifeCafes 1.4M Members 30,000+ Team members
- 24. 2016 2017 2018 2019 2020 Departmental DAM launch Jan 2017 Enterprise DAM launch June 2020 DAM rebuild LIFE TIME DAM HISTORY
- 25. Gaps, branding, customization Resource availability and location Lack of feedback channels Problems Life Time experienced WHY DAM-BASED SALES ENABLEMENT BECAME A PRIORITY
- 26. SOLUTION Portals to enable sales teams – Mini-decks and one- sheets for pick-and-pull – Organized by product and use cases – Tutorial videos to train sales users – Always reflects the latest version in the DAM site
- 27. “Implementing the DAM and a team portal was a game-changer. Not only did we solve for asset organization and visibility needs, the structure also helped us recognize our sales tool gaps. Plus, we continuously evolve our portal based on sales team feedback, strengthening affinity and adoption.” Teresa Pennington Sales Management The sales team
- 28. Changes in materials New resources needed Ability to customize Updates and versions Organization of portals FORMAL AND INFORMAL FEEDBACK Earn Sales Buy-in
- 29. THE RESULT Sales is equipped to represent Life Time, communicate effectively, and empower customers to make confident purchasing decisions
- 30. CONTENT CREATORS PROFILE ROLE EXAMPLE —Graphic designers —Copy writers —Video editors PRIORITIES FOR THE YEAR — Unify brand across all customer touch points — Empower teams to represent the brand DAM SUCCESS — People know where to go to find on brand materials — Streamline creative workflows PAIN POINTS/NEEDS — Pull assets for creation — Upload assets for sharing — Version control
- 31. TOP PAIN Frequently uploading files that need metadata – wants it done quickly SOLUTION Upload profiles to apply default metadata CONTENT CREATORS SOLUTION
- 32. CONTENT BUILDERS PROFILE ROLE EXAMPLE —Marketers —Business Unit Owners —Managers PRIORITIES FOR THE YEAR — Generate new leads / Generate new sales — Develop and manage regional marketing and communications DAM SUCCESS — Self-serve access to final assets — Transform assets on the fly — Easy to share collections of assets PAIN POINTS/NEEDS — Pull assets for creation — Upload assets for sharing — Differing sub-user groups
- 33. TOP PAIN Quick access to lifestyle photography, brand colors, and product assets SOLUTION Customize the DAM dashboard with links to collections, common multi-faceted searches, and brand guidelines CONTENT BUILDERS SOLUTION
- 34. THIRD PARTY PROFILE ROLE EXAMPLE — Brand partners/ sponsors — Media PRIORITIES FOR THE YEAR — Tell compelling stories that attract viewership DAM SUCCESS — Access to the few critical assets related to the partnership — Easy to share with many people — Reflects the latest version PAIN POINTS/NEEDS — Third-party needs access to relevant information and assets for events and campaigns
- 35. TOP PAIN Needs access to relevant information and assets for an event SOLUTION Public portal to promote the event THIRD PARTY SOLUTION
- 37. YOUR NEXT STEPS 0 1 Align around organizational goals 02 Research user success and needs 03 Be the change and build out your vision
- 38. GUIDELINES FOR UX METHODOLOGIE S – Break it into manageable parts – Implement the change and communicate – Monitor progress – Follow up – Document your process
- 39. TAKEAWAYS 0 1 Internal approach to content impacts CX 0 2 Make DAM the hub 03 Personas are useful design tools 04 Break it into manageable parts 05 Continue to collect feedback and iterate
- 40. SECTION 6 Q&A