Enterprise UX & Product Leadership — TPM System Modernization
Design Lead & Product Designer | 2019–2025
Modernizing a Complex Enterprise TPM System
Transforming a legacy Trade Promotion Management platform into a unified, intuitive, and scalable enterprise experience through strategic UX leadership, product research, and design system-driven execution.
(01) PROJECT OVERVIEW
OVERVIEW
At XTEL, the Trade Promotion Management (TPM) system serves leading global consumer goods companies — including Nestlé, Danone, Unilever, L’Oréal, Heineken, and PepsiCo — to plan, execute, and analyze trade promotions. Built over two decades with fragmented technologies and inconsistent UX patterns, the platform needed a comprehensive redesign to improve usability, performance, and strategic alignment across product teams.
This case study highlights my role as a Design Lead and Product Designer, orchestrating cross-disciplinary design, research, and delivery for one of the most intricate enterprise systems in the portfolio.
This case study highlights my role as a Design Lead and Product Designer, orchestrating cross-disciplinary design, research, and delivery for one of the most intricate enterprise systems in the portfolio.
- Timeline
- 2017 Release v7.
- 2020 Release v8
- 2024 Release v9
- ToolsSketch
Miro
Zeroheight
Invision
XD
Figma - TeamProduct Teams from Kantar XTEL: TPM, TTC; IBP, Analytics, SFA)
- RoleUI Designer
UX Designer
UX Researcher
Design Lead
(02) CONTEXT AND CHALLENGES
CHALLENGES
The TPM software ecosystem had grown complex and unwieldy:
- Multiple integrated tools and modules with inconsistent UX patterns
- Outdated technology stack impacting performance and future scalability
- Navigation friction due to fragmented user journeys
- Limited structured user research and feedback loops
- Lack of unified design process and design thinking culture
(03) MY ROLE & CONTRIBUTIONS
MY ROLE
In this engagement, I led:
- Product strategy and design vision for the TPM redesign
- Structured user research and discovery
- Definition and implementation of a design methodology
- Integration of design with Agile development processes
- Cross-functional collaboration and governance for design consistency
- Scalable design system creation
- I worked closely with product teams, developers, stakeholders, and enterprise customers to drive strategic design outcomes.
(04) DISCOVERY & USER RESEARCH
DISCOVERY
-
- Discovery & User Research
We conducted in-depth research including user interviews, surveys, data analysis, and usability testing to identify pain points and better understand workflows across user roles. Personas and journey maps were created to ground product decisions in user needs. - 2. Competitive BenchmarkingAnalyzed comparable enterprise platforms (SAP, Oracle, Anaplan, and Visualfabriq) to benchmark strengths, gaps, and innovation opportunities.
- 3. UX Strategy & IdeationDefined design principles, streamlined information architecture, and ideated solutions that simplified navigation and reduced cognitive load across primary flows.
- 4. Agile Design IntegrationWorked one sprint ahead of development, embedding design into Agile ceremonies to ensure feasibility, alignment, and rapid feedback loops.
- 5. Prototyping & ValidationDeveloped interactive prototypes and conducted iterative usability sessions to validate design decisions before implementation.
- 6. Design System & DocumentationCreated a centralized component library and detailed design guidelines to ensure consistency and speed of delivery across modules.
(05) Solution Highlights
Solution Highlights
-
Modernized UI & Visual IdentityA refreshed visual language aligned with contemporary design standards enhanced usability and perception of the system. -
Cross-Team Design GovernanceStandardized design principles and patterns facilitated smoother collaboration across product teams and improved development hand-offs. -
Streamlined Navigation & User FlowsOptimized core journeys in key modules (e.g., Promo Planning, Agreements, Rebates Management) for efficiency and user clarity. -
Design Thinking Culture EnablementWorkshops and structured processes helped cultivate a design thinking mindset across teams, supporting user-centered product decisions.
(07) Tools
Tools
Figma • Sketch • Miro • Zeroheight • InVision • Adobe XD
“
Designing complex enterprise systems is not about adding features, but about creating clarity, alignment, and confidence at scale.
(08) OUTCOME
OUTCOME
The design transformation of the TPM system has been a long and dynamic journey, shaped by evolving business strategies and company changes. Over the past decade, the priorities of the design stream have continuously shifted, often adapting to new organizational directions and market demands. As a result, achieving long-term design goals has not always been a linear process.
It all began with the creation of the first design system and guidelines, which led to the initial design review and UI upgrade, aligning the interface with contemporary design trends. Over time, the TPM system underwent three major UI and component upgrades, culminating in a complete redesign in 2024.
This latest transformation introduced significant improvements, enhancing navigation, refining main menu access, and modernizing key modules such as the TPM Configurator, Promo Calendar, Bulk Edit Batch, Rebates, and Pricing Management. Each iteration has contributed to a more streamlined, user-friendly, and visually cohesive experience, reinforcing the solution’s adaptability to the ever-evolving business landscape.
It all began with the creation of the first design system and guidelines, which led to the initial design review and UI upgrade, aligning the interface with contemporary design trends. Over time, the TPM system underwent three major UI and component upgrades, culminating in a complete redesign in 2024.
This latest transformation introduced significant improvements, enhancing navigation, refining main menu access, and modernizing key modules such as the TPM Configurator, Promo Calendar, Bulk Edit Batch, Rebates, and Pricing Management. Each iteration has contributed to a more streamlined, user-friendly, and visually cohesive experience, reinforcing the solution’s adaptability to the ever-evolving business landscape.
Strategic UX Transformation: Elevated the user experience across a deeply complex enterprise platform.
Performance Improvement: Restructured workflows to reduce user friction and accelerate task completion.
Design Consistency & Scalability: Design system enabled reuse and consistency across disparate modules, improving development velocity.
Stronger Cross-Functional Collaboration: Embedding design into Agile improved alignment between product, development, and business stakeholders.
Performance Improvement: Restructured workflows to reduce user friction and accelerate task completion.
Design Consistency & Scalability: Design system enabled reuse and consistency across disparate modules, improving development velocity.
Stronger Cross-Functional Collaboration: Embedding design into Agile improved alignment between product, development, and business stakeholders.
(09) VISUAL GALLERY
VISUAL GALLERY
(10) IMPACT
IMPACT
This project demonstrates my ability to lead deep-complexity UX transformations, apply research-driven decisions, and scale design practices across multi-product enterprise ecosystems. It reflects a balance of strategic vision, hands-on execution, and design leadership — essential for senior and managerial design roles.
Next Case Study
Continue exploring how design leadership shapes high-impact enterprise products.
Continue exploring how design leadership shapes high-impact enterprise products.
I love building systems that bring structure and beauty to complex digital ecosystems.
