USER RESEARCH AND ANALYTICS
User Research Initiative:
Gathering Product Feedback, Identifying Pain Points, and Driving Strategic Improvements
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Context
Kantar XTEL's Trade Promotion Management (TPM) software is a specialized solution designed to streamline the planning, execution, and analysis of promotions. It empowers businesses to control trade spending, enhance promotional effectiveness, and boost profitability.
Due to its complexity, TPM is an extensive system with intricate user flows that involve multiple user personas interacting across different modules and third-party software integrations, such as Excel and Power BI reports. Given these complexities, the company frequently receives diverse feedback and requests for improvements, particularly to enhance performance, simplify user interactions, reduce clicks, minimize breakpoints, accelerate processes, and create more intuitive workflows—especially within long user journeys across modules.
As a result, user research has become an essential part of product design initiatives. In a complex TPM system, designing an appealing UI alone is not enough; it is critical to understand user behavior and navigation patterns. By focusing on user needs, research helps ensure that the system supports daily tasks efficiently, reduces operational challenges, and enhances the overall user experience. -
Area
User Research
Usability Testing
Benchmark
Interviews
Design Workshops
Survey
Analytics
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OVERVIEW
OVERVIEW
Over the past five years, my user research activities have been divided into three main initiatives.
From 2018 to 2020, I was responsible for organizing user testing for Beiersdorf on the SFA tool. My primary tasks included preparing the introduction session with the customer, designing testing scenarios, and conducting three user testing sessions with end users. Afterward, I analyzed the results and translated the findings into actionable recommendations for the product team. I also shared the outcomes with the customer and supported the team in implementing the necessary improvements.
During this period, I also led workshops and interviews focused on the usage of our TPM system, collecting and analyzing data in collaboration with customers such as Heineken, Mondelez, JDE, Coca-Cola, Danone, Mars, and Ferrero.
From 2021 to 2022, I was in charge of analyzing Microsoft Azure analytics to assess how users interacted with our tool. My key responsibilities included building a quadrant of user usage breakpoints and monitoring key questions. I developed a list of queries with the support of developers, gathered and analyzed the results, and integrated these insights with our existing understanding of system usage.
We also experimented with integrating Hotjar to collect user behavior data from customer service interactions. However, this initiative was put on hold due to GDPR restrictions and regulatory differences across European, American, Russian, and Asia-Pacific countries.
In 2021, I also led and collaborated on the integration of our TPM system with WalkMe. My role involved guiding the data collection stream, mapping user flow funnels, preparing and running surveys with customers, designing reports, analyzing collected data, and preparing presentations to share insights with stakeholders and customers.
From 2022 to 2023, my primary role was UX Researcher. My key responsibility was leading the research initiative on TPM system usage, aiming to identify major areas for improvement and inform the product strategy for system redesign and enhancement.
My research activities included: Customer Journey Mapping Workshops, User Interviews, Surveys, Market Benchmarking, Customer Workshops on specific usage topics to gather insights.
This structured research approach allowed us to identify pain points and opportunities, ensuring that the product strategy aligned with user needs and business goals.
From 2018 to 2020, I was responsible for organizing user testing for Beiersdorf on the SFA tool. My primary tasks included preparing the introduction session with the customer, designing testing scenarios, and conducting three user testing sessions with end users. Afterward, I analyzed the results and translated the findings into actionable recommendations for the product team. I also shared the outcomes with the customer and supported the team in implementing the necessary improvements.
During this period, I also led workshops and interviews focused on the usage of our TPM system, collecting and analyzing data in collaboration with customers such as Heineken, Mondelez, JDE, Coca-Cola, Danone, Mars, and Ferrero.
From 2021 to 2022, I was in charge of analyzing Microsoft Azure analytics to assess how users interacted with our tool. My key responsibilities included building a quadrant of user usage breakpoints and monitoring key questions. I developed a list of queries with the support of developers, gathered and analyzed the results, and integrated these insights with our existing understanding of system usage.
We also experimented with integrating Hotjar to collect user behavior data from customer service interactions. However, this initiative was put on hold due to GDPR restrictions and regulatory differences across European, American, Russian, and Asia-Pacific countries.
In 2021, I also led and collaborated on the integration of our TPM system with WalkMe. My role involved guiding the data collection stream, mapping user flow funnels, preparing and running surveys with customers, designing reports, analyzing collected data, and preparing presentations to share insights with stakeholders and customers.
From 2022 to 2023, my primary role was UX Researcher. My key responsibility was leading the research initiative on TPM system usage, aiming to identify major areas for improvement and inform the product strategy for system redesign and enhancement.
My research activities included: Customer Journey Mapping Workshops, User Interviews, Surveys, Market Benchmarking, Customer Workshops on specific usage topics to gather insights.
This structured research approach allowed us to identify pain points and opportunities, ensuring that the product strategy aligned with user needs and business goals.
- Timeline
- 2018-2020 Usability Testing of SFA Tool
- 2020-2021 Usage Analytics
- 2022-2023 UX Research for TPM Upgrade strategy
- ToolsMiro
Invision
XD
Figma
Walkme
Hotjar
Microsoft Azure
Power BI - TeamProduct Teams from Kantar XTEL: TPM, TTC; IBP, Analytics, SFA)
- RoleUX Reseacher
UX Designer
UX Manager
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CHALLENGES
CHALLENGES
Conducting UX research for the Trade Promotion Management (TPM) module of Kantar XTEL has presented several critical challenges due to the system’s complexity, global reach, and strict regulatory constraints.
- Complexity of the System and Module ConfigurationsThe TPM system is highly modular, covering functionalities such as promotion planning, budgeting, approval workflows, execution, and analytics. However, each customer has a unique configuration, making research difficult. User workflows, needs, and pain points vary from one implementation to another. Customization creates inconsistencies that make standard research methods harder to apply across multiple clients.
- Performance Issues and Their Impact on UX ResearchOne of the biggest usability challenges is system performance, especially when handling large datasets. Due to technology choices made in the past, improving performance is not always straightforward. This creates UX issues such as:
• Slow response times when loading large datasets, impacting user efficiency.
• Delays in critical processes, such as promotion approvals and financial reconciliations.
• Difficulties in measuring usability, since performance-related frustrations may overshadow interaction design issues.
• Since system slowness is often tied to backend infrastructure. - Difficulty in Accessing End Users•TPM is used by large global corporations with multi-tiered hierarchies, spanning from local teams to regional and global decision-makers.
This variation creates inconsistencies in system usage across different customers and departments.
Additionally, getting direct feedback is difficult because:
• Access to end users is restricted by corporate policies.
• There are multiple layers of decision-makers, making it hard to align research initiatives.
• User roles are vastly different, requiring multiple research approaches. - GDPR and Contractual Restrictions on ResearchDue to GDPR and contractual agreements between XTEL and its customers, conducting research activities requires multiple approvals. Key obstacles include:
• Legal constraints on data collection and research participation.
• Time-consuming approvals before surveys, interviews, or usability tests can be conducted.
• Limited willingness to participate, as some companies restrict employees from external research.
This makes data collection slower and more complicated, requiring alternative research methods such as anonymized analytics, indirect user observation, and close collaboration with internal stakeholders. - Third-Party Integrations and Data Usage ComplexityMany customers use third-party tools (e.g., Excel, Power BI, internal data platforms) to integrate data with TPM. This creates two key UX research challenges:
• Usage data from our system does not fully reflect real-world interactions. Users may extract data and work externally, meaning TPM navigation data is not a direct indicator of usability.
• Customers rely on external processes, making it difficult to isolate usability issues caused by TPM vs. those caused by external integrations.
Understanding the full user journey, including external tools, is critical but challenging due to access restrictions and technical limitations. - The System’s Complexity and User Learning CurveTPM has been developed over more than a decade, and many users are trained to use it rather than expecting an intuitive experience like consumer applications.
Key challenges include:
• Comparisons to consumer applications (e.g., intuitive web apps) are not valid, as TPM is built for specialized business needs.
• Users are accustomed to existing workflows, meaning drastic UI changes can create resistance.
• Training and habit play a major role in how users interact with the system, making usability improvements more complex than simply redesigning screens.
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DISCOVERY
DISCOVERY
Conducting UX research for a complex Trade Promotion Management (TPM) system presents unique challenges due to the system’s vast functionality, multiple user personas, and integration with third-party tools. Here’s how these challenges can be addressed effectively:
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HOW IS THE PROBLEM CURRENTLY BEING ADDRESSED?
- Defining a Research Strategy
- Segment User Personas: Clearly define roles such as Key Account Managers, Finance Teams, Sales Reps, and IT Administrators to tailor research activities accordingly.
- Prioritize Research Goals: Focus on usability pain points, workflow bottlenecks, and efficiency improvements rather than only visual UI enhancements.
- Handling Organizational Complexity
- Secure Stakeholder Buy-in: Engage product managers, developers, and business leaders early to ensure research findings influence product decisions.
- Cross-Functional Collaboration: Involve development teams and business analysts to align research insights with technical feasibility
- Overcoming Data Gaps
- Triangulation Method: Combine qualitative (user interviews, usability tests) and quantitative data (analytics, system logs) for a holistic view.
- Use Proxy Data: Leverage customer support tickets, feedback forums, and recorded calls, aha ideas portal.
- Navigating Research Execution in a Large-Scale System
- Moderated & Unmoderated Testing: Conduct moderated usability testing for critical workflows and supplement with unmoderated testing for real-world insights.
- Longitudinal Studies: Track user behavior over time through surveys and analytics to identify evolving pain points.
- Task-Based Research: Break down complex workflows (e.g., promotion planning, approval, execution) into smaller research tasks for focused improvements.
- Implementing Research Outcomes
- Deliver Actionable Insights: Present findings with concrete design recommendations to facilitate adoption by product teams.
- Prototype Validation: Rapidly iterate on solutions with clickable prototypes before full development.
- UX KPI Monitoring: Establish usability metrics (e.g., time to complete tasks, error rates) to measure impact.
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HOW DOES COMPETITOR ANALYSIS HELP ADDRESS KEY CHALLENGES?
After identifying our primary pain points, we conducted a benchmark analysis to evaluate how competitors effectively solve similar issues. By examining their design solutions, we assessed whether they enable users to achieve their goals more efficiently.
This analysis allowed us to identify best practices that could inform our own design improvements. As a result, we incorporated some of these insights into the concept car prototype, refining our approach based on proven strategies.
This analysis allowed us to identify best practices that could inform our own design improvements. As a result, we incorporated some of these insights into the concept car prototype, refining our approach based on proven strategies.
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EXPECTED OUTCOMES
- User Personas & Journey MapsDefine key user types and their interactions with the TPM system.
- Pain Points & Opportunity ReportsSummarize critical usability issues and areas for improvement.
- Concept Car PrototypeDevelop a prototype with prioritized UX enhancements for internal validation and investor presentations.
- UX Research RepositoryMaintain a structured knowledge base with all research data for ongoing improvements.
- Stakeholder PresentationsShare research insights with the product team, developers, and business leaders to drive UX-focused decision-making.
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METHADOLOGY
METHADOLOGY
Given the complexity of the TPM (Trade Promotion Management) system in Kantar XTEL, the UX research approach needs to address the challenges of modular variability, hierarchical user structures, data integration, and performance constraints. The methodology should follow a structured, iterative process combining qualitative and quantitative research methods.
1. Research Objectives
I conducted an in-depth evaluation of usability challenges and workflow inefficiencies across various TPM modules. I analyzed user needs and behaviors at different hierarchical levels, from regional managers to local users, to gain a comprehensive understanding of their interactions with the system. Additionally, me and the team assessed the impact of system performance, particularly under heavy data loads, and explored how third-party tool integrations influenced user interactions. Through this research, I identified key opportunities to enhance user satisfaction and drive higher adoption rates
2. Research Methods
A. Exploratory Research (Understanding the Context)
• Stakeholder Interviews
User Interviews
• Competitor Benchmarking
B. Quantitative Research (Validating Assumptions & Measuring UX Metrics)
• User Surveys
• System Usage Analytics
• Performance Testing Data
C. Usability Testing (Validating Designs & Prototypes)
• Moderated Usability Testing
• Cognitive Walkthroughs
D. Continuous Feedback & Implementation
• Design Thinking Workshops
• Customer Co-Creation Sessions
• Post-Implementation Monitoring
3. Research Constraints & Considerations
• Modular Complexity – Since each project had different module configurations, research focused on commonalities while addressing specific customer variations.
• User Access Limitations – Due to GDPR and contractual agreements, obtaining direct feedback from end-users required careful coordination with clients.
• Performance Constraints – Some usability issues stemmed from technological limitations rather than UI design, requiring collaboration with engineering teams.
• Third-Party Tool Dependencies – Since some users interacted with the TPM system through integrations, usability data did not always reflect direct system interactions.
I conducted an in-depth evaluation of usability challenges and workflow inefficiencies across various TPM modules. I analyzed user needs and behaviors at different hierarchical levels, from regional managers to local users, to gain a comprehensive understanding of their interactions with the system. Additionally, me and the team assessed the impact of system performance, particularly under heavy data loads, and explored how third-party tool integrations influenced user interactions. Through this research, I identified key opportunities to enhance user satisfaction and drive higher adoption rates
2. Research Methods
A. Exploratory Research (Understanding the Context)
• Stakeholder Interviews
User Interviews
• Competitor Benchmarking
B. Quantitative Research (Validating Assumptions & Measuring UX Metrics)
• User Surveys
• System Usage Analytics
• Performance Testing Data
C. Usability Testing (Validating Designs & Prototypes)
• Moderated Usability Testing
• Cognitive Walkthroughs
D. Continuous Feedback & Implementation
• Design Thinking Workshops
• Customer Co-Creation Sessions
• Post-Implementation Monitoring
3. Research Constraints & Considerations
• Modular Complexity – Since each project had different module configurations, research focused on commonalities while addressing specific customer variations.
• User Access Limitations – Due to GDPR and contractual agreements, obtaining direct feedback from end-users required careful coordination with clients.
• Performance Constraints – Some usability issues stemmed from technological limitations rather than UI design, requiring collaboration with engineering teams.
• Third-Party Tool Dependencies – Since some users interacted with the TPM system through integrations, usability data did not always reflect direct system interactions.
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RESEARCHING
RESEARCHING
Given that this occurred at a pivotal moment for XTEL—when it became part of the Kantar group and aligned with other technology applications—it became absolutely essential to design the new system and guidelines in consideration of the components and needs of the other applications. This would ensure that the guidelines would foster familiarity and consistency across all applications within the portfolio.
In our research process, I conducted these activities:
- Stakeholder and User Interviews
My Role: We Conducted interviews with product managers, business analysts, and customer success teams to gather insights on business objectives and user needs. We Engagedwith end-users (regional/global managers, finance teams, trade marketing professionals) to understand their workflows, pain points, and system expectations. - Competitor Benchmarking
My Role: I analyzed industry-leading TPM solutions to identify best practices and innovative UX approaches. - User Surveys
My Role: In collaboration with customers such as Danone, JDE, Beiersdorf, Mondelez, Mars, and management teams, I built and distributed structured surveys to global customers to collect data on common issues, feature usage, and overall satisfaction. - System Usage Analytics / Performance Testing Data
My Role: With the Reporting Team, we analyzed navigation patterns, time-on-task, and common error points using system tracking tools (if permitted by GDPR regulations). With the product development team, we measured system response times and their effect on workflow efficiency. - Moderated Usability Testing
My role: I conducted remote or in-person usability sessions with key users to observe task completion, errors, and overall experience. - Cognitive Walkthroughs
My Role: I run step-by-step evaluations with users to assess how intuitive the system is for both experienced and new users. - Design Thinking Workshops /Customer Co-Creation Sessions/ Post-Implementation Monitoring
My Role: I collaborated with managers, developers, and stakeholders to co-create solutions based on research findings. We involved key users in design iterations to ensure alignment with their needs and collected feedback after design changes went live and iterated accordingly.
RESEARCH INITIATIVES
- 2018-2020 Usability Testing of SFA ToolDuring these years, I organized, prepared, and conducted usability testing sessions for the SFA Tool at Beiersdorf's official office in Milan. This opportunity allowed me to engage with managers and end users, present design concepts, and actively participate in design sessions.
I facilitated usability testing sessions, tracking user navigation flows during predefined scenarios, identifying pain points, and gathering user feedback. Additionally, I conducted several user interviews across different roles. Based on the collected insights, I documented key findings and prioritized action points for the internal product team. As a result, several improvements were implemented, leading to a redesign and an upgraded, more user-friendly interface.
My Role: UX Designer - 2020-2021 Usage AnalyticsDuring this period, I collaborated with the internal product team to define a user adoption strategy. This involved identifying key metrics and designing an adoption matrix to monitor user behavior and assess value from a usage perspective.
To enhance monitoring, multiple tracking methods were introduced. In collaboration with the Reporting team, I contributed to the development of Power BI reports, ensuring design consistency, brand coherence, and impactful data visualization. Additionally, I facilitated the integration of WalkMe software, defining metrics and funnels to track user navigation and performance.
I also conducted user surveys, successfully launching several for Danone, Beiersdorf, and Mondelez. My role encompassed data collection and analysis, report creation, and presenting key findings to customers and internal stakeholders. These insights informed the product strategy by addressing the most critical discoveries.
My Role: UX Data Visualization Designer, UX Researcher
- 2022-2023 UX Research for TPM Upgrade strategyDuring these years, I focused primarily on UX research, leading the user research stream for the TPM Solution. I developed research methodologies, created research plans, and defined usability metrics to monitor progress.
I organized and executed a comprehensive series of research activities, including benchmarking, customer interviews, remote usability sessions, design workshops, and user journey mapping with both end users and internal stakeholders. My work involved collaboration with major clients such as Beiersdorf, Nestlé, Mars, Orkla, and Britvic.
•The outcome was a well-defined set of opportunities and key findings, culminating in finalized audit reports that consolidated all research data. These reports were presented to customers and used to inform the TPM strategy.
My Role: Principal UX Researcher
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DELIVERING
DELIVERING
To ensure the successful delivery of each version of the design system, we closely collaborated with developers.
• Our UX research initiative successfully defined key opportunities and pain points within the TPM system, translating them into actionable insights for product strategy. Through a structured prioritization process, we identified the most critical areas for improvement and aligned them with business objectives.
• All collected pain points were systematically addressed in the Concept Car prototype, a redesigned vision of the system that integrated user needs and strategic goals. This prototype was presented to stakeholders and investors, demonstrating the potential of user-centered design to drive innovation.
• To ensure transparency and alignment, we delivered final analytical presentations summarizing key research findings, design iterations, and usability improvements. These presentations were shared with all stakeholders who contributed to the UX research initiative, reinforcing the value of our work.
• Today, our UX knowledge is consolidated in a Notion-based repository, which serves as a centralized hub for all studies, user insights, and discoveries. This living document continues to support future design decisions and fosters a culture of research-driven innovation.
• All collected pain points were systematically addressed in the Concept Car prototype, a redesigned vision of the system that integrated user needs and strategic goals. This prototype was presented to stakeholders and investors, demonstrating the potential of user-centered design to drive innovation.
• To ensure transparency and alignment, we delivered final analytical presentations summarizing key research findings, design iterations, and usability improvements. These presentations were shared with all stakeholders who contributed to the UX research initiative, reinforcing the value of our work.
• Today, our UX knowledge is consolidated in a Notion-based repository, which serves as a centralized hub for all studies, user insights, and discoveries. This living document continues to support future design decisions and fosters a culture of research-driven innovation.
