Context
RD Station is the biggest marketing automation platform in Latin America. In 2023 the company ran a two-day internal hackathon with one rule: the solution had to use AI. The problem we picked was hiding in plain sight: marketing managers opened the product every morning, understood their charts, and still didn't know what to do next. So they called support. The gap wasn't information. It was direction.
"We use a lot of data every day, but most of the time we don't know how to pull insights out of it and turn them into opportunities."
My role
As Growth Product Designer, I ran the discovery on day one: five customer interviews plus Mixpanel data, sharpening the persona to marketing managers checking campaign performance first thing every day. On day two I mapped the journey with User Story Mapping, shaped the concept of "chat with your data", designed the UI and helped bridge business and engineering to keep the MVP buildable in 48 hours. We tested it with real customers before the final pitch. What we prototyped launched publicly as RD Station Mentor IA, now core to RD's suite.
Gallery
Results
users in the first hour after launch.
place among all teams at RD Station's 2023 AI hackathon.
in net new recurring revenue from the growth experiments I ran at RD.
from blank canvas to a tested, shipped MVP.
relaunched as RD Station Mentor IA, now core to RD's product suite.
businesses use RD Station across 60+ countries.