MESA
Client
Venture Building, Product Management, Growth strategy
Services
2020
Mesa built its reputation by facilitating high-impact, in-person problem-solving sessions with partners like Google, Facebook, and Ambev. As part of their digital pivot, Mesa aimed to scale their methodology through two core initiatives: an online course to teach their approach (Mesa.School), and a mobile app to help students facilitate their own Mesas (Mesa.Tool). The challenge was building these experiences without losing the human-centric value of the original format, while also creating new scalable revenue streams around the community of Mesa Leaders. OUTCOME & IMPACT • Over 1,000 digital courses sold through Mesa.School • Conversion rate doubled after implementation of testing rituals • Mesa.Tool fully developed and published on both iOS and Android • Strategic pivot from subscription model to a more inclusive growth approach • De-risked launch plan based on real user feedback and validated assumptions
My Role As Product Manager, I was responsible for leading the development and growth strategy of both Mesa.School and Mesa.Tool. I designed the dual-track process with Mesa’s team, conducted A/B testing to improve conversion, and worked closely with designers and engineers to shape the product experience across platforms. I also played a key role in aligning Mesa’s leadership on go-to-market decisions. For Mesa.Tool, this meant repositioning the product’s value proposition toward novice facilitators, shifting away from a niche expert audience. Together with a team of designers and developers, I led the customer interviews, usability testing, and prioritization workshops that prepared both products for launch — while embedding a product-led, customer-centric mindset into the organization. Credits Alexandre Paranaguá - Product Manager (D3) Siderlan Santos - Backend Developer (D3) Kadu - Frontend Developer (D3) Giu Tatini - Client Lead (MESA) Maria Rita Casagrande - Tech Lead (MESA) Tamy Niski - Content Designer & Researcher (MESA)
APPROACH To bring Mesa’s vision of digital learning and facilitation to life, I structured a dual-track product development approach that prioritized continuous learning and iteration. With Mesa.School already in its early stages, we focused on driving growth through customer insights, agile delivery, and conversion optimization via A/B testing. For Mesa.Tool, which was in pre-launch, I helped define the product strategy and roadmap, leading a cross-functional team in end-to-end development. We conducted usability testing, customer interviews, and co-creation workshops to shape the user experience, validate key assumptions, and derisk launch. Throughout, I facilitated rituals that enabled tighter alignment between teams, faster decision-making, and a shift toward a more customer-centric, product-led mindset at Mesa.
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