Ricardo Moço
Product · Measurement
[RICARDO — two or three sentences: where you have worked, what you were responsible for, what kind of product and at what scale. Specific nouns, no adjectives about yourself.]
Product studio · Porto
Digital products,rebuilt.
We rebuild B2B software that outgrew its interface. Designed from behaviour, not opinion.
- Studio
- Two people
- Based in
- Porto
- Engagements
- Fixed price, never hourly
- Clients
- B2B software companies
The situation
The product works. The first screen is losing you deals.
You have been selling the same product for a decade, and it grew by whatever the largest customer asked for last. Every module is there. So is every decision anyone made about where to put it.
There are engineers — good ones — and no product function. Nobody owns what gets built, only what gets delivered. So the roadmap is a queue of requests, and the interface is the sediment of ten years of them.
Now demos go to a competitor with half the capability and a better first screen. Sales knows something is wrong and can only call it "the UI is dated". Nobody can say which screens cost the deal, or how many people opened the feature that shipped last quarter.
What we do
Two axes, one system.
Services — how we think
- Product
- What to build, and what not to.
- Design
- Interfaces people can actually use.
- Measurement
- Knowing whether it worked.
How we work
Four steps.
- 01Written target
Define what has to improve
One outcome, agreed before scope. The screens that lose demos, the step where trials stall, the flow nobody finishes. If a goal cannot be observed, it is a preference — and we will say so rather than build against it.
- 02Tracking plan · baseline
Instrument before we touch anything
Events, funnels and a tracking plan go in first, so the product’s behaviour is visible while we work. It is the step most redesigns skip, which is why most redesigns get argued about instead of read.
- 03Interface · system
Design from observed behaviour
Where people stall, where they leave, what they never find. The work answers what the instrumentation showed — not what we find interesting, and not what looked good in a deck.
- 04Read-back · live instrumentation
Return and read the numbers with you
Six weeks after release we sit down with the same instrumentation and read what the product is actually doing. Where the work was surgical — a single flow, a form, one screen — we compare against the baseline directly. Where it was a full rebuild, comparison is not honest and we will say so: what you get instead is a product whose behaviour is visible from day one, and a base for every decision after this one.
InstrumentedRead back
Engagements
Four ways in.
Adoption audit
From €4,000
2–3 weeksBaseline · tracking plan · prioritised listWe instrument your product and show you where users are losing their way.
Pilot project
From €8,000
3–4 weeksShipped work · a way to judge usOne flow, one screen, one page. Small enough to find out whether we work well together.
Project
From €18,000
6–12 weeksShipped work · live instrumentationWebsite, interface redesign, or full instrumentation. Fixed price, fixed scope.
Continuous measurement
From €2,500/month
MonthlyDashboard · monthly reviewA maintained dashboard, a monthly review of the funnel, one recommendation a month.
Starting points, not quotes. Fixed price and fixed scope, agreed before anything starts — never days, never hours.
Who we are
Two people.
Rui
Design · Systems
[RUI — two or three sentences: where you have worked, what you were responsible for, what kind of product and at what scale. Specific nouns, no adjectives about yourself.]
Contact
Tell us what has to improve.
One paragraph is enough. If we are not the right studio for it, we will say so and point you somewhere better.
Direct