Mobile Strategy Research · Rodrigo Mafra

Project overview: web success, strategy gap, and research initiative

Problem

Conta Azul had growth on web, but no clear mobile strategy.

Conta Azul lacked a clear mobile strategy despite its growing base of SMB and accounting users. The challenge was to understand mobile usage behaviors, identify gaps in market presence, and uncover opportunities that aligned with the company’s broader product and business goals, all before investing in app development.

Principles

Uncovering mobile opportunities for growth.

Through deep research, we mapped user behavior and market gaps to guide Conta Azul’s mobile strategy, unlocking new paths for acquisition, retention, and expansion.

Process

Four phases. Each closes a step from landscape to roadmap.

Market Landscape Analysis

Analyzed mobile adoption trends, competitor offerings, and user behavior signals to understand Conta Azul’s position and market potential.

User Research & Segmentation

Conducted surveys and interviews with SMBs and accountants to uncover pain points, workflows, and mobile usage patterns.

Opportunity Mapping

Synthesized research into actionable insights, identifying distinct and overlapping opportunities for both user groups.

Strategic Recommendations

Delivered a roadmap of mobile features aligned with Conta Azul’s business goals across acquisition, activation, retention, and expansion.

Designs

Briefs and OKRs carry the research proof.

Research objectives for mobile tool usage, SMB and accountant behavior, and opportunity identification — Research objectives: mobile tool usage, SMB and accountant behavior, opportunity ID.

Research OKRs covering activation, churn reduction, conversion, and insight-driven hiring — Research OKRs: activation, churn reduction, conversion, and insight-driven hiring.

Full case study

Longer write-up lives in Google Slides.

Open the full mobile strategy research deck in Google Slides