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
• No centralized system for AI-enhanced strategic synthesis
• Visualization depth did not support comparative decision-making or priority mapping
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.
• Enabled 37% faster insight processing, helping leadership move from data review to decision proposal significantly quicker.
• Improved prioritization accuracy by 31%, where AI-led analysis helped teams identify market-impacting factors with greater clarity.
• Strengthened confidence in strategic model positioning by 28%, with persona-driven analytics shaping roadmap decisions.
• Sparked the establishment of the Digital.AI strategic intelligence initiative, now expanding beyond dashboard contexts.
• The integration approach is now being evaluated for future adoption across engineering roadmap and EV alignment strategy.
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)
