reDESIGNING DIAGEO'S PRESCRIPTIVE RGM EXPERIENCE
Turning Complex Commercial Data into Confident Growth Decisions
Designed a decision-support platform that helped Key Account Managers turn complex commercial data into actionable growth strategies, guiding them from diagnosing performance gaps to optimizing assortment, pricing, promotions and trade investment.
Company
Accenture
ROLE
UX Designer
Primary user
Key Account Managers
YEAR
2024
My contribution
Designing the path from insight to action
I owned the end-to-end experience: from how a KAM spots a problem, to how they build a strategy and test it before committing.
PROBLEM STATEMENT
Where we started
Diageo’s Key Account Managers worked with a vast amount of commercial data across accounts, categories, brands and SKUs. But identifying underperformance was only the first step—the harder challenge was connecting those signals to their root causes and determining which commercial action could improve the outcome.
Solution
One guided path from signal to decision
One page per level of the business. A fixed KPI strip states performance, a guidance banner states the opportunity, and five action tabs hold the analysis behind each commercial lever — so diagnosis and action live in the same place.
From diagnosis to action
Taking action opens the Strategy Builder. The KAM writes the brief, constrains the optimiser, then simulates alternatives against the optimised result before sending anything for approval.
Key design moments
Four decisions the product rests on
Each one resolved a specific tension between what the model could compute and what a KAM could act on.
impact
Three shifts in how a decision gets made.
Each one resolved a specific tension between what the model could compute and what a KAM could act on.
HOW DID I IDENTIFY THE PROBLEMS?
Understanding how KAMs make revenue growth decisions
To understand where complexity entered the decision-making process, we mapped the KAM’s end-to-end RGM workflow—from monitoring account performance and diagnosing underperformance to identifying commercial opportunities, building a strategy and evaluating its potential impact.
Requirements
I started from what a KAM needed to accomplish, not from screens.
Usability Testing with Stakeholders
Testing the solution
To ensure that our model aligned perfectly wih the cognitive models of the Account managers we made sure to test all our concepts periodically. We held usability testing sessions with both the executives and Account managers at Diageo prompting them to complete a set of preemptive tasks while thinking aloud.
