USER ADOPTION AND DATA VISUALISATION

Enhancing User Experience Through Data-Driven Insights:

A Usage Adoption Framework and Reporting System for Improved Efficiency and Customer Value

  • Context

    Kantar XTEL has always prioritized Analytics and Reporting services to track system performance and analyze usage trends, including sales, operations, and retail activity for customers. Recognizing the need for deeper insights, the company invested in developing a usage adoption framework and reporting system. This initiative aimed to evaluate user experience, identify key pain points, and enhance usability. By addressing these issues, the goal was to improve system efficiency, create greater value for customers, and better meet their operational expectations.

  • Area

    Analytics
    Usage Adoption
    Reporting/ Analytics
    Power BI
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OVERVIEW
OVERVIEW
Kantar XTEL's Reporting and Product teams collaborated to define a usability framework and key metrics for measuring system usage. The goal was to identify navigation breakpoints, evaluate system performance and reporting integration, and establish a strategy for assessing user satisfaction. These insights were used to design a structured reporting system for internal monitoring and stakeholder communication, highlighting the value of this collaboration.

Over the years, various approaches have been implemented to analyze user data. Initially, analytics data hosted on Azure was extracted via queries to align with defined metrics. Power BI reports were then designed to monitor adoption trends, with some reports shared with stakeholders and customers. Additionally, at a certain stage, the company integrated WalkMe to gain deeper insights into user adoption. I worked on processing data for surveys, creating user journey funnels, and compiling analytics into final reports.
  • Timeline
    • 2020-2021 Usage Adoption Framework and Power BI Reporting.
    • 2022-2023 Walkme Integration
  • Tools
    Microsoft Azure
    Power BI
    Walkme
    PowerPoint
    Hotjar
  • Team
    Product Teams from Kantar XTEL: Reporting Data Analytics, Product Team.
  • Role
    UI Designer
    UX Designer
    UX Researcher
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CHALLENGES
CHALLENGES
The usage adoption initiative was a completely new stream, requiring all teams to collaborate and align their goals while considering various needs, including usability, reporting usage, data visualization, branding consistency in reporting, performance and technical challenges, integration with the main tool, and ease of sharing reports with customers.
  • Define the right metrics
    Defining the right metrics and methods to measure usability breakpoints within the user flow, and aligning with the product team on the most relevant ones.
  • Design inconsistency
    Ensuring design consistency with branding and establishing data visualization guidelines for all reports, working closely with partners.
  • Priorities
    Balancing priorities and allocating resources between usability and design improvements versus performance and integration challenges.
  • Accessing customer data
    Overcoming difficulties in accessing customer data due to contractual agreements, system complexity, organizational hierarchy, and GDPR compliance.
  • Data reliability
    Ensuring data reliability and managing the complexity of data flow
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DISCOVERY
DISCOVERY
The discovery phase was crucial in understanding how users interacted with the system and identifying barriers to adoption. Through behavioral tracking, user surveys, and data analysis, we uncovered key usability challenges and areas for improvement. By integrating qualitative feedback with usage analytics and performance metrics, we gained a comprehensive view of user needs, pain points, and engagement patterns. These insights laid the foundation for refining the usage adoption framework, optimizing workflows, and enhancing the overall user experience to drive efficiency and customer satisfaction.
The Problem: The main challenge in Kantar XTEL’s usage adoption initiative was the lack of visibility into how users interacted with the system, making it difficult to assess adoption rates and usability barriers. While Analytics and Reporting services provided high-level performance tracking, there was no structured framework to measure user engagement, identify friction points, or understand behavioral patterns. This gap led to inefficiencies in system adoption, as users encountered challenges that were not systematically addressed.
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HOW IS THE PROBLEM CURRENTLY BEING ADDRESSED?
  • Develop a usage adoption framework
    The company developed a usage adoption framework that combined tracker funnels, user surveys, and performance metrics to gather deeper insights.
  • Monitor adoption trends
    This allowed teams to monitor adoption trends, pinpoint usability issues.
  • Implement targeted improvements
    By implementing targeted improvements, ultimately the company enhanced system efficiency and customer value.
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HOW ARE OUR COMPETITORS ADDRESSING THIS?
Many leading TPM providers focus on data-driven user engagement, in-app guidance, and proactive customer support to ensure smooth adoption and ongoing usability improvements.
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EXPECTED OUTCOMES
  • Increased User Adoption & Engagement
    • Higher active user rates across different business functions.
    • Faster onboarding and reduced learning curves for new users.
    • Increased frequency and depth of feature utilization.
  • Improved System Usability & Navigation
    • Optimized user interface (UI) and user experience (UX) based on data-driven insights.
    • Reduced friction points in workflows and improved ease of use.
    • Enhanced in-app guidance and self-service support to minimize reliance on external training.
  • Data-Driven Decision Making
    • A clearer understanding of how users interact with the TPM system, enabling strategic improvements.
    • Better alignment between product features and user needs, leading to higher adoption rates.
    • Improved analytics dashboards for tracking performance, adoption trends, and business impact.
  • Higher Customer Satisfaction & Retention
    • Increased customer trust and loyalty by demonstrating a commitment to continuous improvements.
    • Stronger engagement through customer feedback loops and collaboration on product enhancements.
    • Higher satisfaction scores in Net Promoter Score (NPS) and Customer Effort Score (CES) surveys.
  • Increased Operational Efficiency & Business Value
    • More efficient trade promotion planning and execution through better user adoption.
    • Improved forecasting accuracy and ROI measurement based on real-time system usage insights.
    • A more scalable and adaptable TPM platform, aligning with evolving business needs.
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METHADOLOGY
METHADOLOGY
Defining the Usability Metrics Framework: A Strategic Approach
Establishing a usability metrics framework requires a structured approach to effectively measure and improve user experience. Here’s how to define it:
  • Identify Key User Goals & Business Objectives:
1.Align usability metrics with both user needs and business KPIs.
2.Define critical user journeys and interactions that impact product success.

  • Select Relevant Usability Metrics:
1.Use a mix of quantitative (e.g., task success rate, error rate, time on task, conversion rate) and qualitative (e.g., user satisfaction, perceived ease of use) measures.
2. Consider industry-standard frameworks like SUS (System Usability Scale)

  • Establish Data Collection Methods:
1.Leverage user testing, surveys, heatmaps, analytics tools, and session recordings to gather insights.
2.Define a timeline and frequency for tracking usability performance.

  • Set Benchmarks & Prioritize Insights:
1.Compare usability data against past performance, industry standards, or competitor benchmarks.
2.Identify pain points and prioritize design improvements based on impact and feasibility.

  • Integrate into Continuous Improvement Cycles:
1.Embed usability metrics into Agile sprints, product roadmaps, and UX research processes.
2.Regularly present findings to stakeholders and refine strategies for ongoing enhancements.
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USAGE ADOPTION
USAGE ADOPTION
The Usage Adoption initiative at Kantar XTEL focused on leveraging data-driven insights to evaluate system performance, user behavior, and engagement trends. The goal was to improve usability, enhance efficiency, and create greater value for both internal teams and customers.

Key activities included:
  • Tracking User Behavior – Implemented tracking funnels to monitor user interactions and identify pain points.
  • Survey Deployment & Analysis – Designed and launched surveys to collect qualitative feedback, then integrated findings with usage data.
  • Data Extraction & Visualization – Collaborated with the development team to extract logs from Microsoft Azure and structured them into Power BI reports.
  • Usage Metrics & Performance Monitoring – Built a reporting system to measure adoption trends, user engagement, and system efficiency.
  • Customer-Centric Strategy – Used insights to guide product decisions, enhance UX, and align product improvements with customer expectations.

This approach strengthened customer relationships, improved adoption rates, and helped establish a more data-informed product strategy.
  • 2020-2021 Usage Adoption Framework and Power BI Reporting.
    During that period, I worked closely with the reporting and development teams and led the initiative to define the adoption framework and a series of metrics to monitor usability and usage adoption.
    During the usage adoption phase, I collaborated closely with the development team to extract data from Microsoft Azure. This process involved identifying relevant user activity logs, structuring the data for analysis, and translating the results into meaningful metrics to monitor system performance and user engagement. These insights were crucial in assessing adoption trends, pinpointing areas for improvement, and aligning product enhancements with user needs.
    With the reporting and analytics teams, I learned to use Power BI and assisted them in supervising the adoption of branding and guidelines for the reports. In the meantime, I earned a certification in data visualization skills and contributed to building reports by applying my knowledge of proper data visualization principles. I learned to leverage Power BI analytics and reports to monitor data over time, provide insights to the internal product team, and translate findings into presentations to share with customers.

    • My Role: UX Designer, Data Visualisation
  • 2022 -2023 Walkme Integration
    With the integration of the WalkMe tool, I had the opportunity to expand my research activities. Leveraging WalkMe's capabilities, I took the lead in working on tracker funnels and tracking usage data from end users. I built and launched surveys, analyzed the survey data, and integrated it with other research insights, merging it with output analytics. After that, my main task was to guide analytics gathering and segment data based on the metrics we established for monitoring usage adoption. This data was then integrated with research analysis on TPM usage to drive further improvements and define new strategic directions.critical discoveries.

    My Role: UX Data Visualization Designer, UX Researcher
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DELIVERING
DELIVERING
The delivery phase of a usage adoption initiative focuses on the execution and implementation of strategies to drive the adoption and usage of a product or service.
  • For the final delivery stage, the company successfully built and integrated a series of Power BI reports for internal use and as a service to share and support customers.
  • We developed an internal reporting system to monitor the performance and usage adoption of the application, which had a significant impact on prioritizing design and product decisions, as well as improving technology and navigation.
  • The usability findings became a key part of a new product strategy and the relaunch of TPM products.
  • The usage adoption initiatives helped build customer loyalty and demonstrated mutual collaboration. Today, verifying and sharing design decisions with customers has become an integral part of the design process, where customers play a crucial role in shaping our product decisions.
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