Reservi
Booking system
Leading a product team towards a successfull launch
From B2B operational tool to B2B2C platform with marketplace vision
Role: Head of Product • Period: 2023 – 2026
01. Context
Reservi was born as a SaaS for beauty, wellness and fitness businesses that need to organize their appointments, staff and services.
Founded in the UK and focused on Colombia, the initial focus started as B2B: an internal management tool with multiple administrative modules.
However, we identified a clear gap: many competitors solutions resolved internal management or basic scheduling, but did not completely close the B2B2C cycle.
When I joined in 2023
- Initial interface sketches
- A vision focused on administrative modules
- No formal design system
- No optimized experience for the end customer
First mockup 2023
02. Evolution of my role and the product
In 3 years, my role went from tactical design to strategic and comprehensive product leadership.
2023
Fundamentals
- Building the design system from scratch.
- Definition of product base architecture.
- Preparation of materials for pre-seed round.
2024
Strategic discovery
- First 10+ interviews with business owners.
- Identifying key pain: Customer Acquisition and Retention.
- Formalization of quarterly roadmap.
2025
Execution
- Building the product and technology team (7 direct hires).
- Agile + Scrum Implementation.
- B2B beta test launch (30 active businesses).
2026
Users Validation
- Launch of reservation pages for end customers.
- Reduction of initial churn from 28% to 12%.
- New user interviews and iteration.
03. The insight that changed the product
After a market study with more than 250 salons in Colombia 2024, we discovered:
"Businesses don't just need to manage their operation.
They need their clients to be able to book on their own,"
79%
of businesses interviewed stated they were losing appointments and money because:
Clients write after hours and sometimes don't show up
There was no link to share services and availability
The reservation process was manual and slow
Strategic Pivot
This led us to redefine the approach.
Reservi stopped being just an administrative system to become a B2B2C platform through the "Reservi Site".
04. Initial beta launch
With the research results in mind, we launched Reservi with the main business management functions, identifying the most important ones that would enter the post beta version.
In parallel, we began with the product definition, design, and development of Reservi Site and a workspaces system that would add more value to our users.
2
Years of iterative validation
145
Businesses on interest list*
30
Businesses in active beta
*80% + of our businesses on the interest list stated that they would be eagerly awaiting the launch of Reservi Site to start using the web app.
05. Critical trade-offs
The beta version was well received, however, for businesses to feel deeper value, they needed greater interaction with their end customers. So we made changes to the roadmap to work on these insights.
01
We postponed the massive B2C marketplace to consolidate the B2B SaaS first.
02
We prioritized workspaces and Reservi Site over financial modules, forms and reports that did not impact the experience as much in the short term.
03
We invested in scalable infrastructure before aggressive monetization.
04
We reduced the number of administrative modules to simplify onboarding.
These decisions allowed:
- Better initial activation (from 38% to 61% in late beta)
- Friction reduction in first 7 days of use
- Greater clarity of value proposition
06. Post-beta Launch: Workspaces + Reservi Site
Although 65% of businesses had only one headquarters, 28% had two and 7% had more than two.
Designing for scalability from the start avoided future technical debt.
Workspaces architecture
Each business can have multiple workspaces with:
- Different services by location
- Different staff per location
- Independent schedules
- Separate reports
Reservi Site (booking link)
Each workspace obtains its own link where the end client can:
- See available services
- Choose professional
- Select time and schedule
- Receive automatic reminders
Initial post-closed beta impact:
41%
More self-managed reservations through Reservi Site and client mode
33%
Reduction in cancellations thanks to automatic reminders
2.3x
Increase in payment intention in businesses that were waiting for this functionality
07. Results until 2026
Validating product’s traction
- 145 businesses on interest list
- 10+ deep user research interviews
- Building based on real needs
- Prepare product for investment raising
Reservi Site for final customers
Launching with iteration
- Managed product pivots in a startup environment using continuous user feedback.
- Built and led cross-functional development and design teams to ensure product vision and consistency.
- Acquired 60+ new businesses in the first months after releasing new features.
Platform for business owners
Beyond absolute metrics, the greatest achievement was:
The complete build of a scalable product vision along with an excellent team.
Thanks for reading
BACK TO Projects
Reservi
Booking system
Leading a product team towards a successfull launch
From B2B operational tool to B2B2C platform with marketplace vision
Role: Head of Product • Period: 2023 – 2026
01. Context
Reservi was born as a SaaS for beauty, wellness and fitness businesses that need to organize their appointments, staff and services.
Founded in the UK and focused on Colombia, the initial focus started as B2B: an internal management tool with multiple administrative modules.
However, we identified a clear gap: many competitors solutions resolved internal management or basic scheduling, but did not completely close the B2B2C cycle.
When I joined in 2023
- Initial interface sketches
- A vision focused on administrative modules
- No formal design system
- No optimized experience for the end customer
First mockup 2023
02. Evolution of my role and the product
In 3 years, my role went from tactical design to strategic and comprehensive product leadership.
2023
Fundamentals
- Building the design system from scratch.
- Definition of product base architecture.
- Preparation of materials for pre-seed round.
2024
Strategic discovery
- First 10+ interviews with business owners.
- Identifying key pain: Customer Acquisition and Retention.
- Formalization of quarterly roadmap.
2025
Execution
- Building the product and technology team (7 direct hires).
- Agile + Scrum Implementation.
- B2B beta test launch (30 active businesses).
2026
Users Validation
- Launch of reservation pages for end customers.
- Reduction of initial churn from 28% to 12%.
- New user interviews and iteration.
03. The insight that changed the product
After a market study with more than 250 salons in Colombia 2024, we discovered:
"Businesses don't just need to manage their operation.
They need their clients to be able to book on their own,"
79%
of businesses interviewed stated they were losing appointments and money because:
Clients write after hours and sometimes don't show up
There was no link to share services and availability
The reservation process was manual and slow
Strategic Pivot
This led us to redefine the approach.
Reservi stopped being just an administrative system to become a B2B2C platform through the "Reservi Site".
04. Initial beta launch
With the research results in mind, we launched Reservi with the main business management functions, identifying the most important ones that would enter the post beta version.
In parallel, we began with the product definition, design, and development of Reservi Site and a workspaces system that would add more value to our users.
2
Years of iterative validation
145
Businesses on interest list*
30
Businesses in active beta
*80% + of our businesses on the interest list stated that they would be eagerly awaiting the launch of Reservi Site to start using the web app.
05. Critical trade-offs
The beta version was well received, however, for businesses to feel deeper value, they needed greater interaction with their end customers. So we made changes to the roadmap to work on these insights.
01
We postponed the massive B2C marketplace to consolidate the B2B SaaS first.
02
We prioritized workspaces and Reservi Site over financial modules, forms and reports that did not impact the experience as much in the short term.
03
We invested in scalable infrastructure before aggressive monetization.
04
We reduced the number of administrative modules to simplify onboarding.
These decisions allowed:
- Better initial activation (from 38% to 61% in late beta)
- Friction reduction in first 7 days of use
- Greater clarity of value proposition
06. Post-beta Launch: Workspaces + Reservi Site
Although 65% of businesses had only one headquarters, 28% had two and 7% had more than two.
Designing for scalability from the start avoided future technical debt.
Workspaces architecture
Each business can have multiple workspaces with:
- Different services by location
- Different staff per location
- Independent schedules
- Separate reports
Reservi Site (booking link)
Each workspace obtains its own link where the end client can:
- See available services
- Choose professional
- Select time and schedule
- Receive automatic reminders
Initial post-closed beta impact:
41%
More self-managed reservations through Reservi Site and client mode
33%
Reduction in cancellations thanks to automatic reminders
2.3x
Increase in payment intention in businesses that were waiting for this functionality
07. Results until 2026
Validating product’s traction
- 145 businesses on interest list
- 10+ deep user research interviews
- Building based on real needs
- Prepare product for investment raising
Reservi Site for final customers
Launching with iteration
- Managed product pivots in a startup environment using continuous user feedback.
- Built and led cross-functional development and design teams to ensure product vision and consistency.
- Acquired 60+ new businesses in the first months after releasing new features.
Platform for business owners
Beyond absolute metrics, the greatest achievement was:
The complete build of a scalable product vision along with an excellent team.
Thanks for reading
BACK TO Projects
Reservi
Booking system
Leading a product team towards a successfull launch
From B2B operational tool to B2B2C platform with marketplace vision
Role: Head of Product • Period: 2023 – 2026
01. Context
Reservi was born as a SaaS for beauty, wellness and fitness businesses that need to organize their appointments, staff and services.
Founded in the UK and focused on Colombia, the initial focus started as B2B: an internal management tool with multiple administrative modules.
However, we identified a clear gap: many competitors solutions resolved internal management or basic scheduling, but did not completely close the B2B2C cycle.
When I joined in 2023
- Initial interface sketches
- A vision focused on administrative modules
- No formal design system
- No optimized experience for the end customer
First mockup 2023
02. Evolution of my role and the product
In 3 years, my role went from tactical design to strategic and comprehensive product leadership.
2023
Fundamentals
- Building the design system from scratch.
- Definition of product base architecture.
- Preparation of materials for pre-seed round.
2024
Strategic discovery
- First 10+ interviews with business owners.
- Identifying key pain: Customer Acquisition and Retention.
- Formalization of quarterly roadmap.
2025
Execution
- Building the product and technology team (7 direct hires).
- Agile + Scrum Implementation.
- B2B beta test launch (30 active businesses).
2026
Users Validation
- Launch of reservation pages for end customers.
- Reduction of initial churn from 28% to 12%.
- New user interviews and iteration.
03. The insight that changed the product
After a market study with more than 250 salons in Colombia 2024, we discovered:
"Businesses don't just need to manage their operation.
They need their clients to be able to book on their own,"
79%
of businesses interviewed stated they were losing appointments and money because:
Clients write after hours and sometimes don't show up
There was no link to share services and availability
The reservation process was manual and slow
Strategic Pivot
This led us to redefine the approach.
Reservi stopped being just an administrative system to become a B2B2C platform through the "Reservi Site".
04. Initial beta launch
With the research results in mind, we launched Reservi with the main business management functions, identifying the most important ones that would enter the post beta version.
In parallel, we began with the product definition, design, and development of Reservi Site and a workspaces system that would add more value to our users.
2
Years of iterative validation
145
Businesses on interest list*
30
Businesses in active beta
*80% + of our businesses on the interest list stated that they would be eagerly awaiting the launch of Reservi Site to start using the web app.
05. Critical trade-offs
The beta version was well received, however, for businesses to feel deeper value, they needed greater interaction with their end customers. So we made changes to the roadmap to work on these insights.
01
We postponed the massive B2C marketplace to consolidate the B2B SaaS first.
02
We prioritized workspaces and Reservi Site over financial modules, forms and reports that did not impact the experience as much in the short term.
03
We invested in scalable infrastructure before aggressive monetization.
04
We reduced the number of administrative modules to simplify onboarding.
These decisions allowed:
- Better initial activation (from 38% to 61% in late beta)
- Friction reduction in first 7 days of use
- Greater clarity of value proposition
06. Post-beta Launch: Workspaces + Reservi Site
Although 65% of businesses had only one headquarters, 28% had two and 7% had more than two.
Designing for scalability from the start avoided future technical debt.
Workspaces architecture
Each business can have multiple workspaces with:
- Different services by location
- Different staff per location
- Independent schedules
- Separate reports
Reservi Site (booking link)
Each workspace obtains its own link where the end client can:
- See available services
- Choose professional
- Select time and schedule
- Receive automatic reminders
Initial post-closed beta impact:
41%
More self-managed reservations through Reservi Site and client mode
33%
Reduction in cancellations thanks to automatic reminders
2.3x
Increase in payment intention in businesses that were waiting for this functionality
07. Results until 2026
Validating product’s traction
- 145 businesses on interest list
- 10+ deep user research interviews
- Building based on real needs
- Prepare product for investment raising
Reservi Site for final customers
Platform for business owners
Launching with iteration
- Managed product pivots in a startup environment using continuous user feedback.
- Built and led cross-functional development and design teams to ensure product vision and consistency.
- Acquired 60+ new businesses in the first months after releasing new features.
Beyond absolute metrics, the greatest achievement was:
The complete build of a scalable product vision along with an excellent team.
Thanks for reading
BACK TO Projects