Interview with Darin Lloyd CEO, Admation / Automaton



Senior editor

Parul Saxena

Chief editor

Last updated: May 18, 2021

Who could have predicted your entire team would be working remotely?

Thankfully, we have access to a host of software and applications that have made the transition to remote working seamless.

Admation, project and approval management software is helping remote teams manage their creative projects and collaborate better. With integrated modules, namely, project management, resource management, online proofing and approval workflow, and digital asset management, it offers a complete solution to manage projects from start to finish.

Let’s know from Mr. Darin Lloyd, Founder at Admation, what the product is all about, and how the idea of developing it came across.

In conversation with Darin Lloyd, CEO at Admation / Automaton

How long have you been working with this product?

I have been associated with Admation since it was released in 2013, i.e, just over 7 years!

What is the most interesting thing about your job?

Developing a solution for what on the surface seems to be a small requirement that comes from the “left field” and turns out to be a high-value feature that appeals to most users. There are many examples, where as a Product Owner, I come across a feature request that opens the mind to properly solve the bigger challenge.

Often this results in automation, approved collaboration, or more transparency that is simply not possible when using email and spreadsheets. My personal “war” is for platforms to replace ad-hoc email and spreadsheet workflows.

Are there any ideological principles that your organisation follows to maintain the brand value?

“Less is More” and the “User is King” – usability is at the core of our values. We invest a lot of effort ensuring that the UX and Dev Team deliver the best user experience wherever possible.

Considering the pace at which the SaaS market is growing, how important is it to keep innovating to stay in the game?

Very important!

What is one thing that puts your product apart from the crowd?

As opposed to covering a small part of the overall process, Admation is a true end-to-end platform. Admation covers the management of marketing projects from the initial brief, through creative and production approval whilst managing project resources along the way.

How would you define “a successful product”?

A high volume of work going through with minimum training and support.

What exciting is coming up from your side in 2020?

  1. Integrations with Salesforce Marketing Cloud and the Adobe DAM
  2. Creation and Approval of Content Blocks (text that appears on websites, social media, and email marketing)

What helps you stay updated, interested, and inspired?

Positive feedback when new features are released inspires me. It’s a long game so stay focused on the big picture and never distract from the end game. User feedback is my main source of being updated – communicating with real people about real work and their challenges.

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