Academy blog

Behind YOUBORA Suite: In discussion with VP of Product, Lucas Bernat Miralles

It has been an incredible year for NPAW. Our headcount has grown exponentially, we’ve expanded our list of excellent customers, began new partnerships with exciting companies and just about settled into our new office by the beach.

With all the achievements this year comes many lessons as well, the main being that hard work does indeed pay off. Coming into the start of the year we were full steam ahead as we built on the success of 2017. This push did not stop as we began working on our new offering, YOUBORA Suite, which would eventually replace the module-based offering, YOUBORA.

The work behind this new product has meant every member of the team pushing themselves to meet deadlines, achieve goals and surpass what we have created before. While every person in the company has put their all in, the project would not have been possible without the product team, captained by our VP of Product, Lucas Bernat Miralles, who sat down to tell us a bit more about the process from reinventing a winning design to what this means in the long term.


“We want our product to be the only analytics tool a company needs.”


NPAW: What are the biggest projects you have worked on this year?

Lucas Bernat: I think the biggest change we did was the new offering – the launch of YOUBORA Suite 2 months ago. We changed from being a product with different modules to YOUBORA Suite where you have four products – Analytics, Ads, Users and Infrastructure.

I think this is important because we have been working hard over the last few years to have modules with a lot of power. For example, having a great application for user data, for ad data and platform data.

There were various hierarchies which made it hard to dedicate more efforts to Ads than Analytics if that was what a customer wanted. Now, we have divided the product in a much more intuitive way. Internally, this is going to help us dedicate resources to different products and externally, it’s going to make it more valuable to our customers.


NPAW: What obstacles did you have to overcome?

Lucas Bernat: The main difficulty was preparing the sales team. It’s always hard any time you make a big change. There is always an interesting relationship between sales and product so if you’re changing the offering, 100% maintaining clear transparency with them is important. This did mean some of us were pitching the product before it was 100% ready to go which made it difficult, but I think this change is much more of a long-term strategy.

Obviously, it would have been easier to keep the SmartModules but thinking about what is going to achieve the best results, this is where we want to invest our time. All customers aside from large accounts have access to the new user interface who have the option to trial this.

NPAW: How much did data affect your choice to evolve the product?

LB: We have two different types of customer feedback which helped aid us in deciding where we wanted the product to go – quantitative and qualitative.

Qualitative is customers sending us product requests which are submitted through account management and customer engineering which is then fed to us through Jira.

For quantitative data, we use anonymous numeric data we have stored from our interface. We work with our data team to segment our customers according to their usage patterns to see what products and features each group of customers was more interested in. All this information and data was taken into account in order to decide the next step.

NPAW: To accelerate this process and keep it on track, which tools and applications have the product, design and development teams used?

LB: So, we use Invision and Sketch mostly for product management and designing prototypes. We also use Jira for ticketing. Recently we’ve started using Monday to check if we are on track in different products we are working on.

Appcues is also used for user onboarding and showing new features we have within the product.

NPAW: And finally, what are your goals for next year?

LB: We want our product to be the only analytics tool a company needs for more than just video. We are looking forward to new types of teams who will use more features and overall, allow businesses to make data-driven decisions which increase traffic. Because of our business model, when our customers grow, we grow.

Some customers are paying for our product as an analytics tool but maybe they’ll have another tool for user data and another for alerts. The objective is to build a compelling and holistic product that means businesses can get all the features and functionalities they need from one place.

To learn more about YOUBORA Suite and all that we’ve worked towards this year, check out our website and schedule a demo with our specialists.


Max Gayler on December 21st 2018

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