With all the people and activities involved, modern marketing and strategic communications departments are complex organizations. This complexity can lead to longer lead times to complete projects within specific and deadline-driven timeframes. Therefore, companies are turning to digital asset management (DAM) systems to streamline their workflows and become more efficient. However, without a comprehensive and strategic implementation plan, DAM systems are significantly less likely to be adopted by their end-users. This paper describes how a DAM system was selected and implemented in the marketing and strategic communications department of a large health system. By using a human-centered design methodology to reflect and encompass the needs of its end-users, DAM system configurations such as metadata fields, keywords, file structure, and user permissions were developed by consensus. These configurations were then implemented to resolve a wide range of frustrations expressed by the end-users.
Media Arts and Technology (MS)
Department, Program, or Center
School of Photographic Arts and Sciences (CAD)
Tseng, Lynne, "Implementation of a Digital Asset Management System using Human-Centered Design" (2020). Thesis. Rochester Institute of Technology. Accessed from
RIT – Main Campus