UX Research &
ROI System Adoption
A global FMCG company was preparing to relaunch an internal ROI and media performance platform that had been active for some time — but whose adoption had significantly declined. The tool was robust, but teams across regions had stopped using it as part of their daily decision-making.
I joined the project to investigate the root causes behind this decline, identify behavioral and symbolic blockers, and support the strategic repositioning of the platform for a second launch — one grounded in real user needs and aligned expectations.
CHALLENGE
Why did adoption decline after initial rollout?
How could the platform be reframed to feel relevant again?
What would a meaningful relaunch look like — beyond UX fixes?
APPROACH
Led stakeholder interviews across marketing, media, and strategy teams
Identified symbolic blockers: lack of clarity, perceived redundancy, misalignment of metrics
Reframed the value proposition with updated personas and adoption journeys
Framed the research not as a conclusion, but as a strategic input to guide the relaunch roadmap
Mapped usage decline patterns and pain points across teams
Impact
- Helped shape the repositioning and relaunch strategy of the platform
- Enabled cross-regional teams to reconnect with the tool’s strategic value
- Shifted perception from “one more platform” to a shared decision-making asset
What I Learned
- Adoption isn’t a launch metric — it’s a living relationship
- Sometimes, users don’t reject the tool — they reject the story around it
- Research becomes strategic when it helps people see themselves in the system again
← BACK TO PROJECTS
© léo ruas 2022 - 2025
UX Research &
ROI System Adoption
A global FMCG company was preparing to relaunch an internal ROI and media performance platform that had been active for some time — but whose adoption had significantly declined. The tool was robust, but teams across regions had stopped using it as part of their daily decision-making.
I joined the project to investigate the root causes behind this decline, identify behavioral and symbolic blockers, and support the strategic repositioning of the platform for a second launch — one grounded in real user needs and aligned expectations.
Role:
Service Designer
Focus:
UX Research · Adoption Strategy · Repositioning
Client:
Global FMCG
CHALLENGE
Why did adoption decline after initial rollout?
How could the platform be reframed to feel relevant again?
What would a meaningful relaunch look like — beyond UX fixes?
APPROACH
Led stakeholder interviews across marketing, media, and strategy teams
Identified symbolic blockers: lack of clarity, perceived redundancy, misalignment of metrics
Reframed the value proposition with updated personas and adoption journeys
Framed the research not as a conclusion, but as a strategic input to guide the relaunch roadmap
Mapped usage decline patterns and pain points across teams
Impact
- Helped shape the repositioning and relaunch strategy of the platform
- Enabled cross-regional teams to reconnect with the tool’s strategic value
- Shifted perception from “one more platform” to a shared decision-making asset
What I Learned
- Adoption isn’t a launch metric — it’s a living relationship
- Sometimes, users don’t reject the tool — they reject the story around it
- Research becomes strategic when it helps people see themselves in the system again
← BACK TO PROJECTS
© léo ruas 2022 - 2025
UX Research &
ROI System Adoption
A global FMCG company was preparing to relaunch an internal ROI and media performance platform that had been active for some time — but whose adoption had significantly declined. The tool was robust, but teams across regions had stopped using it as part of their daily decision-making.
I joined the project to investigate the root causes behind this decline, identify behavioral and symbolic blockers, and support the strategic repositioning of the platform for a second launch — one grounded in real user needs and aligned expectations.
Role:
Service Designer
Focus:
UX Research · Adoption Strategy · Repositioning
Client:
Global FMCG
CHALLENGE
Why did adoption decline after initial rollout?
How could the platform be reframed to feel relevant again?
What would a meaningful relaunch look like — beyond UX fixes?
APPROACH
Led stakeholder interviews across marketing, media, and strategy teams
Mapped usage decline patterns and pain points across teams
Identified symbolic blockers: lack of clarity, perceived redundancy, misalignment of metrics
Reframed the value proposition with updated personas and adoption journeys
Framed the research not as a conclusion, but as a strategic input to guide the relaunch roadmap
Impact
- Helped shape the repositioning and relaunch strategy of the platform
- Enabled cross-regional teams to reconnect with the tool’s strategic value
- Shifted perception from “one more platform” to a shared decision-making asset
What I Learned
- Adoption isn’t a launch metric — it’s a living relationship
- Sometimes, users don’t reject the tool — they reject the story around it
- Research becomes strategic when it helps people see themselves in the system again
← BACK TO PROJECTS
© léo ruas 2022 - 2025