Resumo:
This study addresses the use of mobile digital products, emphasizing the importance of metrics and indicators for evaluating the performance of a B2B application, BizPulse, over almost three years. Metrics and user indicators (Total Users, New Users, Monthly Active Users, New User Rate, Retention Rate, Monthly Active Users Variation Rate, and Monthly Active Users Rate) . To achieve the objective, the Soft Systems Methodology - SSM methodology was used, following the steps of explored problematic situation, expressed problematic situation, construction of definitions, elaboration of conceptual models, comparison of results, listing of possible changes and suggestion of actions to transform the problem.. As study results, it was identified that the average value of the Monthly Active Users Rate is 18.9%, with fluctuations, indicating challenges in engaging end customers. The correlation analysis, in turn, emphasizes the importance of continuous acquisition of New Users and reveals complexity (low correlation) in the relationships with Total Users, Active Users, and Retention Rate. The application of the Ishikawa Diagram identified challenges, including a lack of alignment between teams and the quality of the Onboarding process. The 5W2H action plan proposed improvements in workforce, sales processes, application optimization, and marketing strategies. The recommendations emphasize an integrated and continuously adaptive approach to address engagement challenges. In summary, the study provides an understanding of dynamics in digital product management, with an emphasis on the importance of analyzing metrics, indicators, and integrated strategies for long-term success in the competitive market.
