I'm Felipe Peña. I help SaaS products turn user friction into retention and revenue — with data and experiments, not smoke.
I'm Felipe Peña, Growth Product Manager. I started out shipping B2G and B2B software projects on time; then I built Customer Success from scratch; today I focus on what I find most fascinating: understanding why a product grows — and making it grow with data and experiments, not smoke.
When I'm not measuring funnels, I build products of my own end to end — from problem to deploy — and write essays on product, experimentation and AI.
Real friction never shows up in the roadmap: it lives in user interviews, support tickets and pre-sales calls. That's where I start, before touching anything.
→ A friction map, prioritized by impact.
Instrument before you opine: activation, conversion, retention and cohorts. Data separates symptoms from causes; if there's no data, step one is getting it.
→ A clear baseline and the bottleneck, pinpointed.
Every bet becomes a falsifiable hypothesis, with success criteria and sample size defined before writing a single line of code. No retroactive cheating.
→ An honest decision: scale, iterate or discard.
What wins gets folded into the product and the team's playbook; what loses leaves a documented lesson. The cycle starts again, one step higher.
→ A system that improves quarter after quarter.
I started out shipping software on time. I ended up obsessed with what happens after launch.
B2G and B2B software project management. The foundation: teams, scope and commitments kept.
→ Helped structure the dev team's hiring process, prioritizing culture fit and team chemistry — with a drastic improvement in retention.
Customer Success built from scratch: product, operations and customers aligned to drive adoption and engagement.
→ Structured the CS function and, together with Engineering, closed the loop between real product usage and the roadmap: less time between spotting friction and shipping the fix.
Growth Product Manager: analytics, experimentation and pre-sales. Product decisions that translate into revenue.
→ Own the evolution of the IFindIT portfolio (Search, Chat, Data Catalog, Dashboards): a roadmap driven by usage signals, customer feedback and market opportunities, including where to apply AI.
→ Run the discovery cycle: key-user interviews, hypothesis validation and impact-vs-effort prioritization, keeping engineering focused on what moves adoption and retention.
Full agile management: sprints, Kanban, Gantt, PERT and an executive board, with Jira migration.
Visual analytics for Jira: Gantt, PERT, daily tracking and an at-a-glance executive board.
Chained body-composition calculators: BMI, body fat, calories and macros. No sign-up.
A local-first, telemetry-free pomodoro that rewards every break with wildlife from the Colombian Llanos.
Concept site for high-mountain expeditions: difficulty, altitude and price at a glance.
Offline monitor for Windows: FTP/SFTP/WebDAV and database availability, with alerts, history and reports.