AI for Leadership
Qulture.Rocks is a B2B SaaS performance management platform. Leadership engagement is one of the platform's core growth levers — leaders are the main multipliers of performance culture within companies. The goal with AI was to increase platform engagement, especially among leaders, by making the platform genuinely useful in their day-to-day management routines.
Context
Qulture.Rocks is a B2B SaaS performance management platform. Leadership engagement is one of the platform's core growth levers — leaders are the main multipliers of performance culture within companies. The goal with AI was to increase platform engagement, especially among leaders, by making the platform genuinely useful in their day-to-day management routines.
Problem
Leaders struggled to prepare and conduct performance management routines inside the platform. Even when data was registered, it was scattered across modules, poorly integrated, and never synthesized into actionable insights.
This forced leaders to export information manually, depend on admins for basic queries, and conduct management routines outside the platform entirely. The result: delayed diagnoses, lower decision quality, and a platform perceived as just a data repository — not a management tool.
Discovery
Methods: User interviews · Platform usage analysis · Stakeholder interviews · Pain point mapping
Volume: Interviews across 3 user segments: leaders who don't use the platform for management routines, leaders who use it partially, and leaders who conduct routines outside the platform entirely · Memorable quotes collected from clients including Conta Azul, Loft, and Memorial Turismo
Key findings:
- Leaders constantly requested spreadsheet exports of PDI, 1:1, and other data because they couldn't draw conclusions from the platform alone
- When viewing team KRs, leaders wanted integrated context from 1:1s, feedback, and recognitions to apply the CFR methodology
- Leaders wanted better task tracking from 1:1s, categorized by relevance and progress to avoid losing commitments
- The platform wasn't delivering enough value for leaders to use it consistently without being required to by HR
What this told us:
The data existed — but it was invisible to the people who needed it most. Leaders weren't disengaged because they didn't care about performance management. They were disengaged because the platform made it harder, not easier, to do their job. The opportunity wasn't to add more data — it was to synthesize what already existed into something immediately useful.
How Might We
How might we make the platform genuinely useful for leaders in their day-to-day management routines — reducing friction, surfacing relevant insights, and enabling action without requiring them to leave the platform?
Solution
A proactive AI component that automatically generates team analysis and individualized action recommendations every two weeks — based on data already registered in the platform.
The Insight View surfaces a synthesized team analysis highlighting engagement patterns, performance imbalances, and team members who need attention. Alongside the analysis, the AI suggests specific, actionable next steps — each linked directly to the relevant platform action: sending recognition, reviewing a PDI, or scheduling a 1:1.
Analysis and recommendations are generated proactively and remain valid for two weeks, ensuring leaders always have a fresh starting point for their management routines — without having to search for information across modules.
Result
Four months after official launch, the feature reached 18% of the platform's client base organically — adopted by 583 distinct leaders across 255 companies, spanning all customer tiers and company sizes. This adoption rate is particularly meaningful given that low leader engagement was the core problem the feature was designed to solve: leaders weren't using the platform without being required to by HR. Reaching 18% without any mandatory push signals that the feature is delivering genuine value.
676 AI-generated evaluations were completed in the period, with a consistent 92.5% approval rate across all months and segments. Negative feedback dropped month over month — from 21 in February to 4 in May — while 32% of companies already completed 3 or more evaluations, signaling strong perceived value and retention.
The feature's broad adoption across all tiers and company sizes — from small startups to 851+ employee enterprises — confirmed it delivers value across the entire client base, not just a specific niche.
Year
2025
Client
Qulture.Rocks
Services
Product Designer, UX/UI
Category
B2B SaaS · AI
