About Yooga
Yooga is a Brazilian restaurant-tech SaaS company that helps restaurants manage their operations through an integrated platform for POS, delivery, inventory, CRM, payments, and analytics. The platform serves more than 7,000 restaurants across Brazil.
Who are the users?
- Restaurants
- Pubs
- Dark Kitchen
How do I approach this problem?
Instead of jumping directly into solutions, I proposed a qualitative research study to understand why customers were leaving the platform and identify patterns behind the increase in churn.
To guide the research, I focused on three key questions:
- Where do the pain points of Promoters, Passives, and Detractors converge?
- How do the needs and behaviors differ across Basic, Popular, and Complete plan subscribers?
- Since churn typically occurred within the first four months, what challenges were users experiencing during this critical period?
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Action: Designed a "What's New" hub to help users discover and adopt underutilized features.
Implemented gamification mechanics to boost retention and reduce churn.
Key Learnings:
- One solution doesn't fit all personas
I know it seems kind of obvious, but after building the prototype, I ran a Focus Group with the different persona groups: 3 executives, 3 new managers, and 3 operational users. The new managers and operational users found the sales counter engaging — but for the executive group, it was irrelevant. What mattered to them was revenue and cash flow: how does this connect to the numbers I care about? This showed me that the same feature can land very differently depending on who's looking at it.
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- Plan tier is not a reliable proxy for persona
My hypothesis was that the Executive group would sit in the Premium plan and the Operational group in the Basic plan. But the mix was far messier: many new managers and executives were on Premium, alongside operational users too. The lesson: I can't assume a user's role or needs based on their plan tier — persona and plan don't map cleanly onto each other.