(01) CASE STUDY
User Research & Analytics Case Study
Lead UX & Product Designer | Strategic Research for Global Platforms
User Research & Analytics for Enterprise-Scale Products
Leveraging data, user insights and analytics to drive meaningful design decisions — transforming product strategy into user-centered solutions across large-scale systems.
2021-2024
Tilda Publishing
YEARS
Lead UX Designer
ROLE
Tools
Tools
Product Teams from Kantar Group ( XTEL, VR, Richmix, IQ)
TOOLS
TEAM
(02) MY ROLE
My Role
As Lead UX & Product Designer in charge of Research & Analytics, I:
Defined research strategy and aligned analytics with business goals.
Designed, conducted and synthesised user interviews, surveys, usability tests and stakeholder workshops.
Analysed product analytics, user flows and large-scale data sets to surface actionable insights.
Built dashboards and reporting frameworks to monitor UX performance over time.
Embedded research and analytics into product team sprints and design system governance.
Designed, conducted and synthesised user interviews, surveys, usability tests and stakeholder workshops.
Analysed product analytics, user flows and large-scale data sets to surface actionable insights.
Built dashboards and reporting frameworks to monitor UX performance over time.
Embedded research and analytics into product team sprints and design system governance.
(03) OVERVIEW
Project Summary
The Challenge
In a world where digital products serve millions of users, properly understanding their behaviours, motivations and pain-points is critical. Across multiple platforms at Kantar XTEL, I led the research and analytics effort to bring user voices and data to the heart of product design. This work spanned qualitative user studies, quantitative analytics, and strategic reporting that connected insights with actionable design recommendations.
Limited insight into how diverse user roles across regions actually used enterprise platforms.
Fragmented analytics and UX metrics across products, making it hard to prioritise design improvements.
UX research not yet embedded in the design-dev workflow, reducing actionable output.
Large data sets and complex user journeys hindering clear pattern recognition.
Need to align business KPIs, user goals and design strategy across multiple stakeholders.
Fragmented analytics and UX metrics across products, making it hard to prioritise design improvements.
UX research not yet embedded in the design-dev workflow, reducing actionable output.
Large data sets and complex user journeys hindering clear pattern recognition.
Need to align business KPIs, user goals and design strategy across multiple stakeholders.
(04) PROJECT GOALS
Goals
Establish a single source of truth for design decisions
01
Improve accessibility compliance to WCAG 2.1 AA
02
Reduce time-to-market for new features by 50%
03
Enable seamless handoff between design and development
04
(05) PROCESS
Process
- Research & Insight GatheringConduct interviews, surveys and usability tests across user groups.
- Data & Analytics AuditReview existing analytics, map user flows and identify data gaps.
- Insight SynthesisTransform findings into personas, pain-point maps and opportunity clusters.
- Design RecommendationsProvide prioritised design & product recommendations backed by data.
- Monitoring & Continuous ImprovementDevelop dashboards, set KPIs and integrate feedback loops for ongoing iteration.
(06) DELIVERABLES
Key Deliverables
- Comprehensive user personas and journey-maps supporting enterprise user profiles.
- Usability testing reports with actionable recommendations for complex workflows.
- Analytics dashboards tracking UX metrics (completion rates, error rates, task time).
- Research-to-design hand-off documentation, aligning insights with design and dev.
- Governance framework for embedding research and analytics into sprint workflow.
(07) VISUAL GALLERY
Visual Gallery
Explore UI before-and-after comparisons, component library snapshots, prototype flows and global rollout visuals (content anonymised for confidentiality).
“
Embedding analytics and UX research into the design workflow creates sustainable value.
(08) IMPACT
Results & Outcomes
Though full metrics are proprietary, the research and analytics program achieved key strategic benefits:
-
Increased product clarity and prioritisation through data-driven decision-making. -
Embedded a culture of user-insight and analytics within product teams. -
Improved alignment between user needs, design efforts and business KPIs. -
Reduced design risk by surfacing usability issues early and validating solutions. -
Enabled scalable UX strategy across multiple modules and geographies.
(09) REFLECTION
Key Learnings
The research and analytics programme became a foundational pillar for how design decisions are made at Kantar XTEL.
By aligning user insight, analytics and UX strategy, the product suite now supports continued growth, scalable design investment, and measurable user-centered outcomes.
By aligning user insight, analytics and UX strategy, the product suite now supports continued growth, scalable design investment, and measurable user-centered outcomes.
- 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
