Tata motors Digital.AI Labs
Developed high-impact intelligent analytics dashboards under the Digital.AI Labs initiative to enable strategic decision-making across customer sentiment, persona-driven product planning, and comparative market positioning. These dashboards were designed to convert complex data into predictive insights, accelerating innovation-driven transformation initiatives.
Client
Year
2025 - Present
Industry
Automotive Innovation / AI Analytics
Role
UX/UI Designer
Challenge
• Complex qualitative data (campaign feedback, persona behavior, market analysis) lacked actionable structure
• Business teams struggled to evaluate consumer sentiment impact across vehicle models and segments
• No centralized system for AI-enhanced strategic synthesis
• Existing visualizations did not support prioritization or comparative analysis
Strategy
• Created 3 AI-enabled dashboards for campaign analytics, persona-based product preference, and competitive insight mapping
• Designed modular data visualization system highlighting love factors, improvement areas, and competitive gaps
• Integrated decision-support architecture using AI-powered strategic recommendation blocks (e.g., Safety Score, Innovation Score)
• Applied layered visual hierarchy to transition from summary → market benchmarking → AI strategic recommendations
UX Principles
Applied
• Insight Prioritization – high-clarity visual hierarchy mapping direct impact factors
• AI Guidance – data distilled into predictive recommendations for strategic action
• Comparative Structuring – multi-model and competitor benchmarking for directional clarity
• Simplified Depth – complex data converted into dashboard intelligence layers
• Strategic Relevance – built to support leadership-level decision cycles
Impact
The initiative focused on transforming complex qualitative data into predictive intelligence. The redesigned analytics ecosystem enabled leadership to move from reactive reporting to forward-looking strategic decision-making.
Significantly accelerated insight processing, enabling quicker movement from analysis to decision proposals
Improved prioritization accuracy through AI-assisted identification of market-impacting factors
Increased confidence in strategic model positioning via persona-driven analytics
Influenced the expansion of strategic intelligence practices beyond dashboard-level insights
Introduced an integration approach designed to support future roadmap and EV alignment discussions
Deliverables
• TML Campaign Analytics Dashboard
• Automotive Persona Insights Dashboard
• AI Strategic Prediction & Competitor Gap Framework
• Insight-driven guidance panels (Growth Opportunities, Competitive Strengths, Strategic Focus Areas)
