Projects
Many of my projects involve client confidentiality and sensitive data. However, to provide a general idea, I can share some insights into the process and discuss the briefing and solution presented. If you'd like to learn more about any specific project, feel free to send me a message, and we can chat further, OK?
Briefing
When I joined the company, the first need identified was to better understand our clients by developing user personas to guide strategic decisions and support the Design and Product team in creating new features and tools. They also aimed to map the customer journey and create an actionable pain point roadmap in collaboration with the Product team.
To align internal knowledge and assumptions about our users, and to understand how the team perceived the value of personas, I conducted internal interviews with key stakeholders from Product, Marketing, Finance, and Analytics, as well as operational staff. In total, I conducted 29 internal interviews (8 managers and 21 team members), which informed a CSD matrix (Certainties, Suppositions, Doubts). This matrix guided the research questions for the customer interviews.
Main Obstacles
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No Research Culture (The company had no research culture beyond NPS, nor standardized processes for applying insights. I created a new research process and leveraged the existing NPS survey by adding an opt-in mechanism to build a new contact base);
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Few data available (Access to customer data was bureaucratic and limited. There was no clear segmentation by revenue or region, nor accurate customer totals or industry classification. I had to work around these limitations using creative and collaborative approaches).
Research Questions
From the CSD matrix, we identified the research needed to answer the following:
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Are there different customer profiles?
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What are their goals and performance indicators, and how do they relate to our product?
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Who made the purchasing decision, and how was the onboarding process?
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How do they use our platform and what are their main tasks, pain points, and needs?
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What is their relationship with other stakeholders in the ecosystem (e.g., fuel stations, drivers)?
Recruitment Strategy
After aligning with the Data team, we identified segmentation opportunities by revenue and region. Based on that, I planned for 40 interviews, 20 with high-revenue clients and 20 with low-revenue clients, each group distributed across Brazil's five regions. I also ensured a balance across acquisition channels, since this directly impacted support and onboarding quality.
The initial idea was to start with this plan and adjust based on the insights emerging from the interviews. However, due to recruitment challenges, stemming from a lack of research culture, 13 interviews were completed (the highest number the company had ever reached at the time). We closed recruitment due to time constraints and low response rates.
Key Insights
We mapped over 50 customer pain points, organizing them by journey stage and customer priority.
A major insight was that we often communicated with clients as if they were fleet management experts. In reality, many came from administrative or finance roles with little to no experience in the field. These users needed simpler information and workflows, as their goals were more about digitizing manual tasks and gaining financial control, rather than performing technical fleet analysis. We also uncovered major gaps in customer support and brand communication.
Outcomes and Actions
I presented these findings to internal teams and facilitated a co-creation session to prioritize the pain points and ideate actionable solutions. This led to a product roadmap that was directly shaped by real customer needs. As this is very recent (2025), we are still on the process of achieving the actions mapped for the roadmap.
