Customer Segmentation Report
GLOBAL QSR BRAND (CONFIDENTIAL), 2025
Tools used: Microsoft PowerPoint, Excel
Time Spent: ~20 hours
CONTEXT & CHALLENGE
A global QSR brand needed a way to visually organize dense segmentation data so insights could be quickly understood, compared, and used by non-research stakeholders.
Objective
To design a clear information and visual framework organizing consumer segments, drivers, and opportunity areas into a system supporting comparison, clarity, and decisions.
MY ROLE
I led the information design by shaping the narrative structure, defining the visual system, and establishing how data was organized and consistently presented.
IMPACT
The final system improved clarity and alignment, enabling faster understanding of segments and more focused conversations around priorities, trade-offs, and strategic direction.
A design-led insight system translating complex segmentation research into a clear visual narrative through structured layouts, modular charts, and consistent information hierarchy.