Better experiences start with better decisions.
NYUX is a digital product and experience strategy consultancy based in São Paulo. We work with companies whose product, customer experience and business priorities have drifted apart, from defining the real problem to making decisions teams can execute.
What we do
Build
Product discovery & UX strategy
When to call us: you're creating a new product or service, or an existing experience has become fragmented.
What you get: research, journeys, experience architecture and navigable prototypes that turn a direction into something your team can build. We can stop at definition and validation, with implementation staying with your team.
Advise
Product leadership advisory
When to call us: priorities arrive from every direction, the backlog has stopped meaning anything, or undefined business decisions land on engineering.
What you get: a diagnosis of how decisions actually flow, then roles, prioritization and governance your team can run without depending on us.
Teach
Workshops & executive education
When to call us: your leaders and teams need to make better product decisions, not collect more frameworks.
What you get: in-company workshops and programs on product leadership, discovery, UX strategy and AI for product, informed by active consulting work.
Selected work
Vantage: from technical catalog to sales platform
WhiteWater Group · July–December 2024
Vantage.co is WhiteWater Group's technology platform for entertainment businesses. WhiteWater operates from the US and Canada and sells to family businesses, hotel chains and executives worldwide. Vantage's site, live for three years, described the product but not its business value. Decision-makers couldn't find what they needed to move forward, almost no visitors converted, and the leads that did arrive had to be sorted by hand.
We led strategy and UX for the redesign, working through an agency partner. We analyzed the data and mapped the customer journey, finding seven friction points in the conversion funnel. We interviewed the global team and executives, then ran an insights workshop where the team read the content as buyers from the US, UAE and China would, rather than as people who'd known the product for years. From there we rebuilt the information architecture, content strategy and visual design, aligned the site with Vantage's brand, and redesigned the contact form, with required fields, corporate emails only and predefined subjects, so each prospect reaches the right channel and sales no longer qualifies leads by hand.
In the six months after relaunch, according to Vantage's marketing team:
Results published with the permission of Vantage and the agency partner.
Founder
Nath Yamauti
Nath Yamauti has spent more than 20 years in design and product, moving from branding and visual design into UX, service design, product strategy and leadership. She has worked with startups, scale-ups and large organizations, including QuintoAndar, Banco Original, Natura, Elo7, Gol and CVC, and since 2023 on products that use AI, including in healthcare.
She also teaches product leadership and strategy in MBA and executive programs, including at Tera.
Questions clients ask
- Who do you work with?
- Companies with product and technology teams where priorities, customer experience and business goals aren't aligned, from startups to large organizations.
- What does an engagement produce?
- It depends on the problem. Most start with a diagnosis and end with decisions and practices your team can run: a problem map, recommendations, a prioritization model, defined roles or validated prototypes.
- How does it start?
- With a conversation, then a short diagnosis before we propose a solution.
- Do you work remotely?
- Yes. We work remotely, in English.