CASE (ENGLISH)
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
CASE (ENGLISH)
🔄 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’
CASE (ENGLISH)
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
CASE (ENGLISH)
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
CASE (ENGLISH)
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
CASE (ENGLISH)
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
CASE (ENGLISH)
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