From customer insight to award-winning SaaS
XTEL / Kantar Group
RGM UX
POI Best-in-Class
TPx UX
POI Best-in-Class
Desktop UX
POI Best-in-Class
Context
XTEL (Kantar Group) had two mission-critical SaaS tools - TPM and RGM - used by Nestlé, Danone, and Beiersdorf to manage trade spend at scale. Built by engineers over years, the tools had grown too complex, too feature-heavy, and increasingly hard to sell.
2
legacy tools rebuilt
2
legacy tools rebuilt
My Role
Led the full discovery strategy - remote customer interviews across the US and Europe. Defined the redesign vision and roadmap from research insights. Managed 2 product designers (Spain & Italy) throughout the delivery.
Outcome
The redesigned suite shipped to market after my departure. It is now live at xtech.ai. In 2025, XTEL earned POI Best-in-Class distinctions in RGM UX, TPx UX, and Desktop UX - the exact categories covered by the redesign.
POI 2025 Best-in-Class
RGM UX
POI Best-in-Class 2025
TPx UX
POI Best-in-Class 2025
Desktop UX
POI Best-in-Class 2025
Challenge
Two siloed products with overlapping features, dated UI, and no coherent suite. The challenge wasn't just redesign - it was untangling years of tech-driven product decisions and rebuilding a shared vision from customer insights up.
Discovery
Ten remote customer interviews across the US and Europe in under 3 weeks - Nestlé, Danone, Beiersdorf. The goal: identify real friction points and build a credible redesign roadmap, backed by evidence rather than assumptions.
10+
customer interviews, US & Europe
10+
customer interviews, US & Europe
Redesign
We focused the redesign on TPM - the core tool. Full UI review, feature rationalisation, and a coherent information architecture. Below: the before/after on the homepage, followed by an interactive prototype of the redesigned flow.
2 → 1
tools unified into one suite
2 → 1
tools unified into one suite
Before
Legacy UI
After
Redesigned TPM
Interactive prototype
Navigate the redesigned TPM using the sidebar. Click through screens to explore the new architecture.
