Eduardo
Director of Product Experience working at the intersection of product strategy and experience design
Product Vision, Experience-led Product Development, Cross-functional Leadership, Product Portfolio Stratefy
Assunção
Director of
Alicante—Spain
Product Exp.
Eduardo
Assunção
Director of
Product Exp.
Eduardo
Director of Product Experience working at the intersection of product strategy and experience design
Product Vision, Experience-led Product Development, Cross-functional Leadership, Product Portfolio Stratefy
Assunção
Director of
Alicante—Spain
Product Exp.
Selected
work
In progress
(2)
Selected
work
In progress
(2)
Selected
work
In progress
(2)
AIMY™, scaling coaching
through AI
Company
CoachHub - The Digital Coaching Platform
About
AIMY™ emerged from a large-scale study with more than 2,000 users engaging with a free AI solution. Combined with the rapid acceleration of AI capabilities, this insight pointed to a clear opportunity to scale coaching while staying true to CoachHub’s mission to democratize development. The product offer was designed in close collaboration with 15 customers, a group of executive coaches, and an in-house behavioral science team, ensuring the solution was grounded in real customer needs and coaching science from day one.
Impact
Established a new AI-first revenue stream that materially expanded CoachHub’s product portfolio
Opened new market segments by making coaching accessible beyond traditional enterprise and executive use cases
Claimed early leadership in the AI coaching category, positioning CoachHub as a reference point in the industry
Laid the strategic foundation for a scalable hybrid coaching model combining AI and human expertise
My role
Led AIMY™ from 0–1, shaping the product thesis and turning research and AI trends into a market-ready offer
Set strategic direction for AI in coaching, aligning customer needs, coaching science, and positioning
Aligned cross-functional teams across design, engineering, sales, operations, and behavioral science from concept to launch
AIMY™, scaling coaching
through AI
Company
CoachHub - The Digital Coaching Platform
About
AIMY™ emerged from a large-scale study with more than 2,000 users engaging with a free AI solution. Combined with the rapid acceleration of AI capabilities, this insight pointed to a clear opportunity to scale coaching while staying true to CoachHub’s mission to democratize development. The product offer was designed in close collaboration with 15 customers, a group of executive coaches, and an in-house behavioral science team, ensuring the solution was grounded in real customer needs and coaching science from day one.
Impact
Established a new AI-first revenue stream that materially expanded CoachHub’s product portfolio
Opened new market segments by making coaching accessible beyond traditional enterprise and executive use cases
Claimed early leadership in the AI coaching category, positioning CoachHub as a reference point in the industry
Laid the strategic foundation for a scalable hybrid coaching model combining AI and human expertise
My role
Led AIMY™ from 0–1, shaping the product thesis and turning research and AI trends into a market-ready offer
Set strategic direction for AI in coaching, aligning customer needs, coaching science, and positioning
Aligned cross-functional teams across design, engineering, sales, operations, and behavioral science from concept to launch
AIMY™, scaling coaching
through AI
Company
CoachHub - The Digital Coaching Platform
About
AIMY™ emerged from a large-scale study with more than 2,000 users engaging with a free AI solution. Combined with the rapid acceleration of AI capabilities, this insight pointed to a clear opportunity to scale coaching while staying true to CoachHub’s mission to democratize development. The product offer was designed in close collaboration with 15 customers, a group of executive coaches, and an in-house behavioral science team, ensuring the solution was grounded in real customer needs and coaching science from day one.
Impact
Established a new AI-first revenue stream that materially expanded CoachHub’s product portfolio
Opened new market segments by making coaching accessible beyond traditional enterprise and executive use cases
Claimed early leadership in the AI coaching category, positioning CoachHub as a reference point in the industry
Laid the strategic foundation for a scalable hybrid coaching model combining AI and human expertise
My role
Led AIMY™ from 0–1, shaping the product thesis and turning research and AI trends into a market-ready offer
Set strategic direction for AI in coaching, aligning customer needs, coaching science, and positioning
Aligned cross-functional teams across design, engineering, sales, operations, and behavioral science from concept to launch
Driving retention through social features
Company
About
At Passion.io, a no-code app builder for coaches and creators, we tackled a retention challenge rooted in low end-user engagement. Through early user research and validation, it became clear that the issue was not content quality, but the absence of a shared space where users could interact, be seen, and feel part of something bigger. This led to the introduction of a forum-like social layer that transformed the product from a delivery tool into a community-driven experience.
Impact
25% adoption within the first week; 36% within one month
Users with the community feature enabled spent +90 minutes on average in the app
1,000+ posts and 4,000+ comments created in the first month
Shift from passive consumption to active participation and peer interaction
Increased creator loyalty, upsell opportunities, and perceived product value
My role
Identified the retention opportunity through user research and product signals, reframing engagement as a community and belonging challenge
Shaped the forum-like social solution in close partnership with product and engineering
Guided scope and prioritization by balancing user value, business impact, and delivery effort
Driving retention through social features
Company
About
At Passion.io, a no-code app builder for coaches and creators, we tackled a retention challenge rooted in low end-user engagement. Through early user research and validation, it became clear that the issue was not content quality, but the absence of a shared space where users could interact, be seen, and feel part of something bigger. This led to the introduction of a forum-like social layer that transformed the product from a delivery tool into a community-driven experience.
Impact
25% adoption within the first week; 36% within one month
Users with the community feature enabled spent +90 minutes on average in the app
1,000+ posts and 4,000+ comments created in the first month
Shift from passive consumption to active participation and peer interaction
Increased creator loyalty, upsell opportunities, and perceived product value
My role
Identified the retention opportunity through user research and product signals, reframing engagement as a community and belonging challenge
Shaped the forum-like social solution in close partnership with product and engineering
Guided scope and prioritization by balancing user value, business impact, and delivery effort
Driving retention through social features
Company
About
At Passion.io, a no-code app builder for coaches and creators, we tackled a retention challenge rooted in low end-user engagement. Through early user research and validation, it became clear that the issue was not content quality, but the absence of a shared space where users could interact, be seen, and feel part of something bigger. This led to the introduction of a forum-like social layer that transformed the product from a delivery tool into a community-driven experience.
Impact
25% adoption within the first week; 36% within one month
Users with the community feature enabled spent +90 minutes on average in the app
1,000+ posts and 4,000+ comments created in the first month
Shift from passive consumption to active participation and peer interaction
Increased creator loyalty, upsell opportunities, and perceived product value
My role
Identified the retention opportunity through user research and product signals, reframing engagement as a community and belonging challenge
Shaped the forum-like social solution in close partnership with product and engineering
Guided scope and prioritization by balancing user value, business impact, and delivery effort
Career
Highlights
(3x)
Career
Highlights
(3x)
Career
Highlights
(3x)
Who's Edu?
I'm Brazilian-born, Spanish-naturalized. I love the beach and being immersed in the water. I've lived in four different countries and have navigated the complexities of immigration on my own since my 20's— visas, appointments, taxes, languages (German and Norwegian), cultural differences. Today, I fear nothing!