Thinking through your product, together.

Facing a challenge with your product? Let's have a call, a coffee, whatever works for you.
ServicesHow We WorkWhy MacetaTeamCasesCompany Brain

Your growth problem is probably a product problem.

You already built something that works. What is missing is moving acquisition and retention: where people drop off, and why they do not come back. We put knowledge at the center, data and judgment, and leave it with you so you can keep building on your own.

How do we make that happen? ↓
Product Strategy
Decision Review
North Star Metric
Success Metrics
User Personas & JTBD
Product Prioritization
MVP Scoping
Product Orchestration
Team Workflow Mapping
Company Brain
User Research
Journey Mapping
Heuristic Evaluation
Service Blueprint
UX Design
Visual Design
Design System
Design-to-Dev QA
Product Strategy
Decision Review
North Star Metric
Success Metrics
User Personas & JTBD
Product Prioritization
MVP Scoping
Product Orchestration
Team Workflow Mapping
Company Brain
User Research
Journey Mapping
Heuristic Evaluation
Service Blueprint
UX Design
Visual Design
Design System
Design-to-Dev QA

Services

Four ways to work together, depending on where you are.

We embed in your team, learn how your product and service actually work, and turn your business model into a value proposition the user understands and chooses, one you can monetize, through product strategy and user experience.

✓Set your product or service's direction, backed by data and judgment instead of opinion.
✓An audit of your last few important Product decisions, with the real data (or the lack of it) behind each one.
✓You find your business's actual bottleneck: it isn't always the obvious one.
✓Who you're for, and who you explicitly decide you're not for, with the value proposition and JTBD behind it.
✓A North Star Metric and the input metrics that explain it, so the whole team rows in the same direction.
✓Bet-based priority, with success and kill criteria per initiative, and an MVP with what's deliberately left out.
✓A roadmap validated against outcomes, not a feature list and not assumptions.
✓Conversations with users, customers, sales or support, plus a read of your analytics and tickets, so the problem is defined with data.
✓Turn your product's direction into an experience people understand, use and choose.
✓It doesn't start without a defined problem and user. If they're missing, the Diagnosis says so and we start there.
✓Usability testing and journey mapping, from the initial need through recurring use and after the sale.
✓Our own heuristic evaluation, information architecture, and flows thought through end to end.
✓Wireframes, UI, design system and tokens, with content and microcopy included.
✓We fix the friction that's costing you conversions, not just polish the interface.
✓Service experience design when what's failing isn't a screen but an operation with people inside it.
✓We work alongside development during the project and run Design QA once it ships, so what goes out is what was decided.
✓Decide better every month, without adding a hire.
✓Preparing the big calls before you make them: launches, new segments, model or pricing changes.
✓Roadmap review and challenge: which initiative answers a real hypothesis, and which answers pressure or noise.
✓What data is missing before deciding, and the judgment to decide what not to do.
✓Roles, rituals and handoffs: where work gets stuck today between business, Design and development.
✓Support so you stop being the bottleneck for every decision.
✓It all gets documented in your Company Brain: decisions, hypotheses, data and learnings.
✓Review of flows, prototypes and designs before they get built, so experience risks don't reach production.
✓Hiring, onboarding and evaluating Product and Design people: defining the role, building the candidate challenge, joining the technical interviews and agreeing how success gets measured at 30, 60 and 90 days.
✓Know how solid this is, before putting more money or time into it.
✓What data there is that the problem matters, and which critical assumptions were never validated.
✓What product decisions were made and on what data: what answers a hypothesis, and what answers intuition.
✓Where the adoption friction is: onboarding, activation, trust, recurring use.
✓Who decides Product today, how prioritization happens, and who it depends on too much.
✓An executive memo with prioritized risks, real strengths and warning signals.
✓A validation plan: what to validate first, what to pause, which risk needs an owner.
✓It's not financial, legal or technical due diligence. And "don't do anything yet" is a valid conclusion.

Everything we build in any of the four gets documented and AI Ready. It doesn't disappear once the project ends: we call that your Company Brain.

See why it's worth it →

How we work

We talk, run a Diagnosis, and land on a work plan, with the type of work adjusted to what you need right now.

A Diagnosis we run on our own, roughly 5 to 10 business days.

It ends in two documents: first, a current-situation analysis with real recommendations, not a call recap. Only then, your work plan, with price.

✓Current-situation analysis, with real recommendations
✓Roadmap with outcomes
✓Pricing
✓All of this, in your Work Proposal: the Maceta work plan built around what you need right now

Interested in any of this? Let's talk.

25 minutes, online or over coffee, just to see if it's worth going further.

Grab your 25 minutes →

Why Maceta

Sound familiar? You've probably heard at least one of these.

We launched, and it didn't go the way we expected.

There's almost always something in the product to adjust. The first thing is knowing who actually cares.

Every product decision turns into a battle of opinions.

Without shared data and judgment, the loudest voice wins, not the right one.

We have users, but they don't convert or stick around.

That's product and experience to work on: where people drop off, and why they don't come back.

The product grew, but every part looks like it came from somewhere else.

It grew in pieces because nobody thought it through as a whole.

We don't think we need a full-time product person.

You don't. That's the whole idea: you get the judgment, without adding a hire.

We're about to put more into this, and I don't know how solid it is.

You can find out before the money goes in. And sometimes the honest answer is to wait.

Here's how we make sure that never happens again.

Our Way of Work

Knowledge at the center

Instinct matters, and on its own it is not enough. We pair it with data and judgment: what your numbers, your customers and your operation are telling you, plus the experience of having made these calls before.

Own judgment

We've already done it at scale

Team

There's two of us.

Agustín Massolo y Martín Eisen, el equipo de Maceta Studio

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Agustín Massolo

  • ·Took Cashea, a disruptive BNPL fintech in LatAm, from an idea to 10M users and 30,000+ merchants in ~5 years, processing 10,000+ payments per hour, founding its ~60-person Product team. The company has been profitable since 2024.
  • ·Led design for ICBC's retail app: the team built investment, transfer, insurance, and onboarding flows.
  • ·Led UX at Cloudgaia for B2B solutions for Diageo and Johnson & Johnson's go-to-market.

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Martín Eisen

  • ·Scaled Cashea's design team from 4 to 15 and launched Cashea Envíos: 70k shipments/month, +50% conversion.
  • ·Led the redesign of ICBC's corporate app, digitalizing an onboarding process that was previously in-person.
  • ·Led design teams at EY for US clients (Bayer, SiriusXM, Carrier, Providence) for over 5 years.

Cases

See it in practice.

A few of the products we've shaped end to end: the thinking, the flows, the results.

See our work →

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