1. When the product is born before the strategy Recently, a company reached out with a familiar challenge: they had launched a new digital product but were lost on how to evolve it. It was a young product with a handful of users and plenty of potential — but no clear
🔄 When the problem isn’t churn, it’s utilization How a behavioral analysis changed the diagnosis of a B2B platform 1. The request: “We have a churn problem” A B2B company approached my consultancy believing they were losing many clients. The message was direct: “Customers are canceling because they can’
1. The starting point A company in a traditional sector decided to innovate. The founder, familiar with the market, noticed a common inefficiency: suppliers with idle stock and buyers struggling to find good purchasing opportunities. The idea seemed logical. So, a group purchasing system concept was born — a B2B platform
We transformed UX Research from an isolated support function into a trusted, decision-driving discipline by building repeatable touchpoints, shared language, and real-time relevance across product and design. The work created a recurring “Voice of UX” mechanism that moved research onto the roadmap and into strategic forums. Context The organization had
We turned a bloated, confusing product into a lean, usable MVP by grounding decisions in real user insight. What started as a visual redesign brief became a strategic research engagement that redefined the product’s direction, reduced surface complexity, and prioritized real workflows. Context Escala Médica is a platform for
We performed a full diagnostic across acquisition and product data to uncover where value was leaking, built real-time visibility with a metrics dashboard, redefined ICP and USP, rebuilt the acquisition marketing strategy, and reshaped the early user journey from landing pages through onboarding to drive activation. Context An American B2B
We investigated why key accounts were leaving the platform and turned those insights into shared priorities across Product, CS, and Experience. Context A Brazilian B2B SaaS company was losing strategic accounts, clients with high MRR, long-term relationships, and complex operations. At first glance, these losses seemed isolated. But a deeper
Investigamos por que contas chave saíam da plataforma e transformamos esses aprendizados em prioridades compartilhadas entre produto, CS e experiência. Contexto Uma empresa SaaS B2B brasileira vinha enfrentando a saída de contas estratégicas clientes com alto MRR, longos relacionamentos e grande complexidade operacional. À primeira vista, essas perdas pareciam acontecer
Com felicidade, esse é o segundo texto que complementa o tema sobre Tomada de decisão pela perspectiva da neurociência e psicologia. No primeiro conteúdo, discutimos sobre o que é a tomada de decisão, estruturas envolvidas no processo de decisão, discutimos também sobre sobrecarga de informação, benefícios prometidos, aversão à perda
Recentemente, para o meu trabalho de conclusão de curso da minha Pós-graduação em Neurociências e Comportamento eu criei o Behavioral Product Lab, após minha gratificante aprovação dou início com clareza dessa nova jornada profissional. O Behavioral Product Lab é a ponte entre neurociência, psicologia e produto. O objetivo é aproximar
Recentemente, saíram os primeiros resultados de uma pesquisa conduzida pelo Pedro Vargas sobre as práticas ligadas a área de Operações de Pesquisa no nosso país. O primeiro resultado liberado foi sobre a formação dos times, situação de trabalho, atuações, funções e outros temas relacionados a esse universo. Vale a pena
Etapas para minimizar erros e aumentar a assertividade da sua pesquisa. Quer aprender a fazer pesquisas de UX ainda melhores? Junte-se a mim, Domenica, da RD Station, enquanto compartilho meus conhecimentos adquiridos ao longo da minha carreira como UX Researcher. Você não precisa ser um especialista para se beneficiar em