OVERVIEW
The Procon Platform was designed to help legal and regulatory teams centralize complaint management, reduce operational complexity, and gain visibility across administrative processes. What started as an undefined opportunity evolved into a validated product strategy, a launched SaaS platform, and a new business vertical for the company.
YEAR
2025
ROLE
Product Designer
IMPACT
RESPONSABILITIES
Discovery, Product Strategy, Validation, UX/UI Design, Go-To-Market
Complaint information was spread across multiple agencies and systems. Different workflows created fragmentation, inefficiencies, and operational complexity.
Complaint management relied on spreadsheets, emails, and disconnected tools. Manual workflows created inefficiencies, duplicated effort, and operational complexity.
Teams lacked centralized visibility into deadlines, statuses, and outcomes. Limited control increased operational, financial, and reputational risks significantly.
Large B2C companies managing high volumes of Procon complaints across multiple states. Fragmented processes created operational inefficiencies and increased regulatory risk.
Centralize complaint management within a single platform, providing visibility into deadlines, statuses, and operational performance while reducing manual effort and risk.
Prioritize complaint centralization and traceability before expanding into broader regulatory workflows. This approach reduced complexity and accelerated product validation.
The initial scope was intentionally reduced to focus on core workflows. A smaller MVP accelerated validation, reduced risk, and enabled faster market feedback.
Integrations focused on the highest-volume systems instead of the entire ecosystem. This reduced technical complexity and supported incremental product delivery.
Regulatory information was simplified despite variations across states and processes. Clearer workflows improved adoption and reduced operational friction.
The solution was designed around a clear principle: centralize complaint management before expanding into broader regulatory workflows.
By focusing on consolidation, traceability, and operational visibility, the MVP addressed the most critical challenges identified during discovery while creating a scalable foundation for future product evolution.
Launch & Go-to-Market
The pricing model was structured around complaint volume and operational complexity. This approach aligned product value with customer needs and business goals.
The product was positioned around operational efficiency, regulatory control, and risk reduction. Clear messaging helped communicate value to target customers.
Commercial and customer-facing teams received training and support materials. Shared understanding improved consistency across product, sales, and customer interactions.
Business Impact
The product generated R$115K in monthly recurring revenue after launch. Early validation and focused scope accelerated market adoption and business results.
The platform became the company's first administrative product. It expanded the portfolio and opened a new market opportunity beyond existing offerings.
The project introduced a structured approach connecting discovery, validation, and delivery. This process reduced uncertainty and improved product decision-making.
This project reinforced the importance of validating opportunities before committing to solutions. What began as an undefined initiative evolved into a structured product strategy through discovery, market validation, and continuous stakeholder alignment. By focusing on evidence rather than assumptions, it became possible to identify a real market opportunity, define where to start, and reduce uncertainty throughout the product lifecycle.
One of the most valuable lessons was recognizing that every product decision carries an opportunity cost. In complex environments with countless possibilities, success depends not only on choosing what to build, but also on understanding what not to build, when to prioritize, and how to validate decisions before investing in execution.
Beyond the product itself, the project helped reinforce a more strategic approach to product development, connecting discovery, validation, business goals, and delivery into a shared decision-making process.
