Enhancing user experience in digital asset management implementations: Assessing systems and streamlining processes
Abstract
This paper examines the human, organisational and technical dimensions of implementing a digital asset management (DAM) system within a complex organisational environment. It argues that DAM implementation should not be treated as a technology deployment alone, but as a structured change programme requiring leadership sponsorship, cross-functional governance and sustained user engagement. Drawing on VisitScotland’s experience of reassessing and replacing its DAM platform, the paper explores how current systems can be evaluated against strategic requirements, user needs and budget-holder priorities. It considers how DAM can streamline technical processes, reduce workflow friction, improve website page load times and enhance the experience of both internal users and external audiences. Attention is given to the distinction between leadership responsibility for organisational workflow change and the role of the DAM team as platform owner and subject matter expert. The paper concludes that DAM delivers its greatest value when implemented as part of a broader content ecosystem, with people, governance and operational reality placed firmly at the centre of decision-making. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
The full article is available to subscribers to the journal.
Author's Biography
Grant Paterson is a digital asset manager at VisitScotland, where he leads the strategic development and continuous improvement of digital asset management (DAM) practices across the organisation. His role spans platform administration, metadata standards, taxonomy and governance design, workflow optimisation, rights and permissions, user support, reporting and content life-cycle management. He oversees DAM operations across the Brand Scotland and VisitScotland environments, ensuring digital content is structured, governed and aligned with organisational goals. His background combines practical content-production experience with DAM strategy and operational delivery, including earlier work in newspaper publishing and marketing, where he helped pioneer digital imaging automation. He has spoken at Henry Stewart DAM Europe on recovering and realigning DAM implementations and is particularly interested in DAM as a strategic capability that improves discoverability and reduces operational friction. Grant studied at the Glasgow School of Art and holds advanced DAM certification from Rutgers University.
