(01) CASE STUDY
Product Design of Complex TPM System
Lead UX & Product Designer | Enterprise SaaS | 2018 – 2023
Redesigning a Global TPM Platform – End-to-End Product Design
Over multiple years, I led the redesign of a global Trade Promotion Management (TPM) system serving multiple business units and regions. The legacy platform had grown organically into a fragment-rich ecosystem — requiring a new scalable user-experience foundation for future growth.
2017 – 2025
Tilda Publishing
YEARS
Lead UX & Product Designer
ROLE
Tools
Tools
UX Design · UI Design · UX Research · Product Analytics
TOOLS
TEAM
(02) MY ROLE
My Role
As Lead UX & Product Designer I:
Defined the design-vision and aligned it with business strategy and product goals.
Conducted extensive user research, journey-mapping and usability sessions across global user groups.
Designed modular, responsive UX / UI for both core workflows and peripheral features.
Built a component library and integrated it alongside development teams for reuse and scalability.
Established governance, design-dev alignment and ongoing iteration models.
Conducted extensive user research, journey-mapping and usability sessions across global user groups.
Designed modular, responsive UX / UI for both core workflows and peripheral features.
Built a component library and integrated it alongside development teams for reuse and scalability.
Established governance, design-dev alignment and ongoing iteration models.
(03) OVERVIEW
Project Summary
Kantar XTEL’s Trade Promotion Management (TPM) software supports leading consumer-goods companies such as Nestlé, Danone, L’Oréal, Unilever, Heineken, Beiersdorf, and PepsiCo. Over two decades of continuous growth, the system had become powerful but fragmented — with an aging technology base (Sencha JS), inconsistent user interfaces, and complex workflows across six business areas.
The goal of the redesign was to modernize the platform with a user-centric, intuitive, and visually unified experience, while building the foundation for scalability and future innovation.
The goal of the redesign was to modernize the platform with a user-centric, intuitive, and visually unified experience, while building the foundation for scalability and future innovation.
While the system evolved over 20 years, its technology and UI lagged behind competitors. The underlying Sencha JavaScript became outdated, and numerous user requests emphasized the need for more intuitive guidance, simplified navigation, and seamless flow between functionalities.
Key Challenges
Complex System and User Flows
01
The TPM system is highly intricate, requiring the integration of multiple products and various technologies. This complexity impacts both the user experience and technical implementation.
Performance Bottlenecks
02
Handling vast amounts of data has led to significant performance issues, as the system struggles to efficiently process and manage large-scale projects.
Disorganized Product Teams
03
A lack of strategic alignment across product teams has resulted in inefficiencies, slowing development progress and causing fragmentation in the product roadmap.
Limited Design Thinking Culture
04
The absence of a strong design-thinking mindset has hindered the creation of user-centered solutions, leading to a disconnect between design and product development.
Customization Complexity
05
Extensive customizations for individual clients have complicated efforts to standardize solutions, making it difficult to consolidate feedback and resolve common usability issues.
No Unified Design Process
06
Without a clearly defined design process, the product suffers from inconsistencies, making it harder to maintain a cohesive and scalable design system.
(04) PROJECT GOALS
Goals
Improve usability across complex workflows
01
Create a consistent and scalable product experience
02
Modernize the interface and interaction model
03
Increase efficiency and adoption for enterprise users
04
(05) DESIGN STRATEGY
Design Strategy & Execution
- Research & InsightAudit of existing interfaces, interviews with users and stakeholders, identification of pain points and opportunities.
- Vision & FrameworkDefined scalable design principles, interaction models and multi-brand support.
- Design & PrototypeCreated wire-frames, high-fidelity mockups and interactive prototypes; defined motion and interaction behaviour.
- Implementation & ValidationWorked with development to integrate the component library, validated in production environments, refined flows.
- Iteration & GrowthEmbedded versioning, governance and process to scale the design across modules, regions and future features.
(06) DELIVERABLES
Key Deliverables
- Fully responsive UX/UI redesign covering desktop and tablet for global enterprise users.
- Modular component library tied to both design tools (Figma) and front-end frameworks.
- Interaction & motion guidelines to support complex workflows.
- Usability testing report and heuristic evaluation for core modules.
- Governance model defining contribution, review cadence, versioning and design debt control.
(07) SOLUTION
Design Evolution
The design transformation has been a long, dynamic journey shaped by evolving business strategies, culminating in a complete redesign in 2024.
UI Design Renewal for XTEL Retail & TPM UX Improvements
2017
Release of the first design guidelines, a system-wide UI renewal, and key improvements to navigation and the main menu.
UI Designer, Design Lead
ROLE
Kantar XTEL Renewal & Release of XTEL Configurator
2018–2020
Updated the Kantar XTEL Design System, enhanced usability through in-depth customer research, and launched the XTEL Configurator.
Design Lead, UI Designer
ROLE
XTEL Renewal — Complete Redesign
2024
Updated the Kantar XTEL Design SysComplete UI redesign with a new Design System migrated to Figma. Refined navigation, main menu, and bulk editing batch process.tem, enhanced usability through in-depth customer research, and launched the XTEL Configurator.
UI Designer, Principal UX Researcher
ROLE
Kantar XTEL Renewal & Release of XTEL Configurator
2022
Updated the Kantar XTEL Design System, Complete design system redesign with new branding, migrating from Sketch to Adobe XD. Enhanced UI components including mobile applications.enhanced usability through in-depth customer research, and launched the XTEL Configurator.
UI Designer, Design Lead, UX Researcher
ROLE
(07) VISUAL GALLERY
Visual Gallery
Explore UI before-and-after comparisons, component library snapshots, prototype flows and global rollout visuals (content anonymised for confidentiality).
“
Designing for complexity means designing for change.
(08) IMPACT
Results & Outcomes
Although specific metrics remain proprietary, the redesign achieved considerable benefits:
-
Unified user-experienceUnified user-experience across disparate modules and global markets. -
Ease-of-useImproved clarity and ease-of-use for both new and power users. -
EfficiencyReduced duplicated effort in design and development through reusable components. -
Ongoing supportEstablished a long-term foundation supporting brand updates, technology migration and product expansion.
Major UI Upgrades
3
Years of Evolution
7+
Product Modules Redesigned
6
We successfully delivered the TPM system design update through close collaboration with development teams, iterative feedback sessions, and continuous refinements to ensure seamless implementation and alignment with customer expectations.
Before each release, we integrated feedback sessions, presenting the MVP prototype to customers and gathering insights on the UI and navigation experience. This allowed us to incorporate necessary changes and refine the design based on customer perspectives, ensuring the design evolution consistently met customer expectations.
(09) REFLECTION
Key Learnings
- Governance and team alignment are as critical as the system itself.
- Modular design and reusable components ensure scalability.
- Real-world constraints (legacy tech, multiple teams, business shifts) must be factored into design strategy from day one.
- Outcome & Future Roadmap
