Montevideo, August 2nd, 2023

TowerHouse is a full-service mobile and web development company with offices in Miami and Montevideo. The agency strategizes and work with clients from start to finish with one goal: Deliver the best product possible. It was founded in 2013 and has worked since then with global clients, ensuring that every detail is accounted for.

Diego Machado is the CEO and Co-Founder at TowerHouse Studio. In an interview with TIA, he described his career in Digital Product Development and the path that took him to create the agency. He also listed the most important factors when designing a new project and listed some of the methods used in the Product Discovery phase.

To kick things off, in your opinion what’s the best thing about Montevideo?

Montevideo is a city that offers an amazing blend of cultural vibrancy, natural beauty, and a relaxed pace of life. One of the things I love the most about Montevideo is its balance of urban sophistication and close-knit community feel. The city offers a rich cultural heritage with an array of museums, historical sites, and theaters, not to mention the fantastic culinary scene that represents the eclectic mix of our culture.

In terms of natural beauty, you can’t beat the stunning coastline and the picturesque Rambla, which offer a tranquil space to unwind and draw inspiration from. Yet, what truly sets Montevideo apart is its people. The community here is welcoming, warm, and collaborative, which is reflected in our business environment as well.

Working in Montevideo offers unique opportunities and advantages. The tech scene here is thriving, and there’s a real spirit of innovation and entrepreneurship in the air. We have a wealth of talent in the city, and at TowerHouse Studio, we’re fortunate to have a team that embodies this. Our work culture is greatly influenced by the city’s ethos of collaboration, personal excellence, and commitment. We’re passionate about what we do, and we’re always learning and growing together, which is facilitated by the supportive and inclusive environment here.

The city’s infrastructure also supports a hybrid work model, allowing our team to enjoy the flexibility of working from various locations – be it from home, the office, or even the beach. This flexibility, along with our emphasis on ensuring each person feels valued, helps us maintain a positive and productive work environment.

Why did you choose Digital Product Development?

I was initially drawn to Digital Product Development due to its dynamic and ever-evolving nature. I have always been captivated by the transformative power of technology and its potential to reshape lives, industries, and societies. However, I understand that technology alone isn’t sufficient; it’s the application and execution of it to create meaningful experiences and solve real-world problems that truly make the difference. Digital Product Development allows us to take abstract ideas and convert them into tangible products that add value and make a positive impact.

Several crucial factors played a significant role in my decision to specialize in this field. First and foremost is the user-centered approach of Digital Product Development. It aligns perfectly with my conviction that the user should be at the heart of every solution we create. Secondly, the interdisciplinary nature of the field appeals to me greatly. It demands a blend of skills ranging from design thinking and business strategy to technical expertise, providing a holistic view of product development.

Furthermore, the digital space is full of opportunities for innovation. Each project presents unique challenges that push boundaries and offer the chance to create something truly unique and transformative. Lastly, the possibility of achieving impactful outcomes is both satisfying and rewarding. A well-crafted digital product can substantially improve a user’s life or a business’s operations, leading to lasting and meaningful impacts.

In our daily work at TowerHouse Studio, we embody these principles. We dedicate ourselves to understanding our clients’ needs and transforming their goals into optimal digital solutions. Our team continually strives for personal and professional growth, and we passionately embrace learning and evolving with the industry. We firmly believe that our commitment and enthusiasm are reflected in the products we develop, creating real and significant differences for our clients and their users.

When was TowerHouse Studio formed and what was the original idea behind the adventure?

TowerHouse Studio was formed in 2013 with a straightforward but powerful goal: to understand the needs of our clients and help them reach these needs through the best ways possible. Our original idea was to provide an exceptional experience to everyone involved in the process, from our clients to our team members.

We understood that to deliver the best results, we would need to embark on a broad range of projects. This ranged from collaborating with small startups, where we could be part of their journey from the ground up, to working with large corporations, where we could contribute to significant initiatives and learn from established processes. This diversity allowed us to gain a comprehensive understanding of the industry and to adapt and grow our skills and services accordingly.

But it wasn’t just about the projects or the clients—it was about our people too. We firmly believed that our team would be at the heart of our success. Every member of the team had a crucial role to play, and without them, none of this would be possible. We strived to create a workplace culture where each person felt valued for their contributions and where hard work and dedication were acknowledged and appreciated.

Over time, this original idea has remained at the core of our operations, even as we have grown and evolved. Today, we not only aim to provide great service to our clients but also to build a better place for everyone on our team. We are committed to making sure our team is happy, valued, and taken care of, a commitment reflected in our continuous efforts to be a certified Great Place to Work company.

In essence, the adventure of TowerHouse Studio has always been about people—our clients, our team, and the users of the products we help create. We are passionate about what we do, and we’re committed to learning, growing, and excelling together.

What would you say inspires you most when it comes to a new project?

What truly inspires me when it comes to a new project is the potential for impact and transformation. A new project represents a new opportunity to create something that can make a difference—whether it’s enhancing a user’s experience, solving a business challenge, or even creating broader social impact. This potential is what drives our team at TowerHouse Studio to constantly push boundaries and strive for excellence.

Another source of inspiration is the unique set of challenges that each project presents. Every project is a new puzzle to solve, requiring us to draw on our creativity, technical skills, and strategic thinking. These challenges push us to continually learn and grow, and it’s incredibly rewarding to see our solutions come to life and bring value to our clients and their users.

Lastly, I’m deeply inspired by the collaborative process. Working closely with our team, getting to see the amazing ideas they bring to the table, and watching these ideas evolve through our collective effort is immensely gratifying. At TowerHouse Studio, we believe in the power of collaboration and communication, and we’ve created a culture where everyone feels comfortable and free to express themselves.

What are the three most important factors you take into consideration when designing any digital product?

Designing a digital product involves many aspects, but the following three factors are always at the forefront of our considerations at TowerHouse Studio:

• User Needs and Experience: The primary purpose of any digital product is to serve its users effectively. Therefore, understanding the needs, behaviors, and preferences of the users is paramount. We aim to create digital products that are intuitive, easy to use, and truly beneficial for the users. This involves conducting thorough user research, creating user personas, and continuously testing and iterating based on user feedback. A good user experience can not only satisfy current users but also attract new ones, enhancing the overall success of the product.
• Business Goals: While the product must cater to users, it also needs to align with the business objectives of the client. This might include goals related to revenue, market share, brand recognition, or customer engagement. Understanding these goals helps us make strategic design decisions and prioritize features. It’s all about finding the sweet spot between what’s desirable for the users and what’s viable for the business.
• Technical Feasibility: The third key factor is the technical feasibility of the product. We always strive for innovation and pushing boundaries, but we also have to consider what’s technically possible and practical within the given constraints. This involves close collaboration with our technical team from the early stages of design. It’s also about keeping up-to-date with the latest technologies and trends, which can open up new possibilities for the product.

It’s the careful consideration and balance of these three factors—user needs and experience, business goals, and technical feasibility—that guide our design process at TowerHouse Studio. This approach ensures that the digital products we develop are user-friendly, strategically aligned with business goals, and technically sound.

Could you provide examples of how you have successfully collaborated with clients to create products that are both functionally excellent and delightful to use?

At TowerHouse Studio, our collaborations with clients revolve around creating robust, intuitive, and user-friendly digital solutions. We have successfully worked with a diverse range of clients and their unique requirements, consistently delivering products that are functionally excellent and delightful to use.

For MySimplePetLab, we handled their transition from an existing platform to a more technologically advanced one. This involved migrating systems, building new functionalities, and offering responsive web interfaces to optimize user experience. Open communication and responsiveness played key roles in this collaboration, with the client praising our organization and impressive communication.

With Neon, we faced an intricate challenge of turning a novel co-working concept into a tangible reality. Teddy Kramer, the client, required a mobile application and a cloud platform that would serve as the foundation for his innovative idea. We developed an app that served as the gateway to the Neon experience and a cloud platform to ensure seamless interactions within the co-working space. Despite unforeseen technical complexities, we exhibited adaptability and tenacity to deliver an effective solution that mirrored Teddy’s vision.

In our collaboration with MPower Financing, we built a student loan platform from scratch, developing both frontend and backend elements. The challenge was to make the complex loan application process simple and intuitive for students. Leveraging our expertise in user-centric design and efficient technology solutions, we successfully built a platform that significantly improved conversion rates and user satisfaction, aligning perfectly with MPower Financing’s mission.

In each of these collaborations, our focus on open communication, technical expertise, and user-centric design has resulted in products that not only meet our clients’ business goals but also offer superior user experiences. Our approach embodies a deep understanding of our client’s vision and a commitment to bringing it to life through effective, delightful digital solutions.

What steps do you take to test and optimize digital products throughout the development process, and how does this contribute to the overall success of the final product?

At TowerHouse Studio, our approach to testing and optimizing digital products is centered around meticulous planning, agile development, and constant feedback. This process begins right from the initial stages of development and continues until the final product is delivered, and even beyond.

We commence by understanding the business context, goals, and key objectives of the project. This allows us to break down the main objective into smaller, achievable tasks that can be developed and tested in isolation. This process ensures that we are constantly moving towards our goal in manageable increments.

Our development process is divided into two-week sprints, during which specific features are developed and then tested thoroughly. We use a variety of testing methods, depending on the requirements of the project, which can include unit testing, integration testing, and acceptance testing. Each of these tests allows us to ensure that the developed features are working as expected and that they integrate seamlessly with the rest of the product.

Communication is key in our process. We typically use tools like Slack for day-to-day communication and JIRA to document everything. We also conduct regular meetings with our clients to keep them updated on the progress and to discuss any challenges or changes that might come up.

This process of continuous testing and optimization contributes to the overall success of the final product in several ways. Firstly, it allows us to catch and fix any issues or bugs early in the development process, saving time and resources down the line. Secondly, it ensures that the final product meets the specific needs and objectives of the client, as we are constantly aligning our development process with their goals. Lastly, it allows us to deliver a high-quality product that has been tested and refined throughout the development process, ensuring its robustness and reliability.

At TowerHouse Studio, we strongly believe that our methodical and proactive approach to testing and optimization is one of the key factors that sets us apart and contributes to the success of our digital products.

Can you go into some more detail on your highly iterative work process with clients?

Absolutely, our highly iterative work process is a key part of our approach at TowerHouse Studio. We believe in the power of iteration as it allows us to adapt to changes, incorporate feedback, and deliver a product that is closely aligned with our client’s vision and objectives.

Our iterative process starts from the very beginning when we first approach a project. We sit down with our clients to fully understand their business context, goals, and objectives. This understanding forms the foundation for our work.

We then break down the project into smaller, manageable tasks or features. Each of these tasks is developed, tested, and reviewed in isolation during what we call a ‘sprint’ – a focused period of development that typically lasts for two weeks.

At the end of each sprint, we have a ‘sprint review’ meeting with our clients. In these meetings, we present the work that has been done during the sprint, gather feedback, and discuss any challenges or changes. This approach allows us to ensure that we are always moving in the right direction and that the client is satisfied with the progress.

The feedback from the sprint review is then taken into consideration as we plan our next sprint. This is where the iterative nature of our process truly shines – we are constantly learning, improving, and refining the product based on real feedback and insights.

This iterative process is complemented by our communication tools, such as Slack for day-to-day communication, Zoom for meetings, and JIRA for documentation and task management. These tools help us stay connected and aligned with our clients and ensure that everyone is on the same page.

What methods or tools do you employ during the Product Discovery phase to encourage creativity and uncover innovative ideas?

In the Product Discovery phase at TowerHouse Studio, our mission is to unlock creativity and seek out truly innovative ideas. We use a wide variety of techniques and tools to get us there, each playing its own crucial role.

Firstly, brainstorming sessions are our fertile ground for innovation. We welcome every team member’s thoughts, even if they seem unconventional. It’s in this nurturing environment that we can sow the seeds of creativity.

Supplementing this, we employ Design Thinking principles. This method calls for empathy with the user, defining their problems, coming up with ideas for solutions, prototyping, and testing. It’s through this cyclical, user-centric approach that we are able to uncover ground-breaking solutions that genuinely answer the users’ needs.

Next, we delve into the minds of our target users with user personas and user journeys. Through detailed user profiles and outlining their interactions with the product, we can truly understand their needs and pain points. This insight allows us to pinpoint areas where we can elevate the user experience and discover fresh avenues for innovation.

Meanwhile, competitor analysis helps us keep our finger on the pulse of the market. By understanding what’s already out there, the strengths of these offerings, and where they fall short, we can find inspiration for innovative features or strategies that could set our product apart.

We also bring our ideas to life with prototyping and wireframing. By visually experimenting with different designs, we can obtain crucial feedback and iterate our ideas, molding them into truly innovative solutions.

Workshops, involving various business stakeholders, also play a crucial role in our approach. These cross-functional sessions invite diverse viewpoints, which in turn stimulate creativity and foster the generation of unique ideas.

Finally, to support these methods, we use a range of essential tools. From design software like Sketch and Figma to collaboration tools such as Miro for brainstorming and JIRA for tracking progress, these tools are vital in shaping our innovative methodology.

The end goal of all these strategies? To spark creativity and unearth innovative ideas that will drive the success of the product. By bringing together a wide range of perspectives and keeping our focus firmly on the user, we’re able to create one-of-a-kind solutions that meet real-world needs.

How does being a certified Great Place to Work contribute to creating a better environment for everyone on your team?

This certification is not merely an accolade; it represents the recognition and validation of our persistent efforts to nurture a positive and inclusive work atmosphere. It tells us we’re on the right path and motivates us to further improve.

Part of the certification process involves surveying employees about their workplace experiences and perceptions. This empowers our team members, giving them a voice and enabling us to gather invaluable feedback to fine-tune our work environment. It’s a clear indicator that we value our team’s input and are devoted to their well-being.

Moreover, the Great Place to Work certification is a globally acknowledged mark of quality that attracts top talent. Potential employees see it as a sign that we appreciate our team and prioritize crafting a supportive, engaging work setting. This helps us draw in and retain a skilled, diverse, and dedicated workforce. This certification also underscores our commitment to continual enhancement. We regularly assess our workplace culture to identify areas for improvement, demonstrating our focus on steady progress, which is as integral to our internal culture as it is to the products we develop.

Another key aspect of this certification is the emphasis on trust within our organization. It highlights that our team members feel respected and secure in their roles, fostering better collaboration and productivity. We also recognize the importance of work-life balance. By offering flexible work hours and remote work options, we ensure our team members can unwind and recharge, knowing a happy and healthy team is more engaged and productive.

What key things have you learned about running the business since you started?

Throughout the journey of establishing and running TowerHouse Studio, we’ve gleaned several invaluable lessons that have guided our approach to business. One of the most vital elements we’ve come to recognize is the significance of clear and effective communication. Whether it’s with our clients, within our teams, or between leadership and staff, communication is the conduit that enables us to understand needs, solve problems, and innovate. It underpins everything we do and has been a key factor in our successful delivery of projects.

Moreover, we’ve learned that in the dynamic world of technology, resting on our laurels is not an option. We continually seek out the next challenge, pushing ourselves and our teams to learn, grow, and innovate. This hunger for constant improvement is a driving force behind our company’s growth and success.

Lastly, the notion of becoming static or complacent is something we strive to avoid. As a technology company, we exist in a landscape of constant change and evolution. It’s crucial that we adapt, learn, and move forward, not just to stay relevant, but to lead the way in providing exceptional services to our clients.

What is next on the horizon for Tower House Studio?

I see an exciting future on the horizon for our company. Building on our successful track record, we are committed to continuing our growth in a strategic and sustainable manner. We have a strong focus on deepening our expertise in both mobile and web application development, and are always looking for opportunities to push the boundaries of what is possible in these areas.

Embracing new technologies is also a key part of our strategy. The tech landscape is continually evolving, and we are excited to adapt and thrive within it. Whether it’s emerging programming languages, frameworks, or methodologies, we are always open to incorporating these into our work if they can help us deliver more efficient and effective products for our clients.

In particular, we see great potential in the rise of low code and no code tools. These tools can significantly reduce development times, allowing us to create applications more quickly and with less manual coding. This not only benefits our team, but is also a major advantage for our clients, as it enables quicker turnarounds on projects and more cost-effective development processes.

In addition, we are exploring opportunities to broaden our reach by venturing into new markets and industries. Our wide range of projects, from small startups to large corporations, showcases our versatility and adaptability, and we are excited to bring our expertise to new contexts.

How would you describe the creative industry in Montevideo?

The creative industry in Montevideo, particularly in the tech sector, is vibrant, dynamic, and constantly evolving. It’s a melting pot of innovation where creativity and technology intersect, leading to an impressive array of products and services. The community here is highly collaborative, fostering a culture where ideas are freely exchanged, and creativity thrives. It’s an environment that encourages risk-taking and breaking boundaries, factors that are integral in driving innovation in the tech industry. Furthermore, our city’s commitment to nurturing talent and entrepreneurship is evident in the numerous initiatives and supportive infrastructure in place to help startups and tech companies grow and succeed. This includes tech parks, innovation labs, and a wide variety of training and development programs.

In Montevideo, we have a wealth of talent in the tech sector. The city is teeming with highly skilled professionals in various disciplines, ranging from software development and data analysis to digital design and UX/UI. These individuals bring a unique blend of creativity and technical prowess to the table, leading to the development of cutting-edge digital products and solutions that push the boundaries of what’s possible.

Is there a particular global issue that captures your passion, and could you explain what draws you to that cause?

One global issue that deeply concerns me is climate change. My awareness of this issue has been ongoing, but it has grown significantly more acute in recent years, especially because I’m witnessing its effects firsthand in Uruguay. We are experiencing noticeable shifts in our seasons and are currently dealing with a historic lack of rainfall.

I think the issue took on a more profound meaning for me when I became a parent. The thought of the world we are leaving for the next generations is something that I often ponder. It’s disheartening to already see water issues and imagine how much worse conditions could become in the next 50 years if we don’t take decisive action.

Despite the gravity of the situation, I remain hopeful. I’ve seen promising steps being taken, particularly in Uruguay, with significant efforts being made towards the utilization of renewable energies. The rapid advancements in the electric car industry also provide a ray of hope. I sincerely hope that these and other initiatives can help mitigate the impacts of climate change before it’s too late.

Where do you go if you want to get inspired?

In recent years, my role has shifted more towards sales, marketing, and running the business. As a result, I find myself frequently tuning into podcasts about marketing and business. These podcasts serve as a significant source of inspiration for me, sparking new ideas and approaches to challenges I face in my work. There’s a quote by Austin Kleon that I particularly resonate with: ‘Every new idea is just a mashup or a remix of one or more previous ideas.’ I firmly believe in this concept. By feeding my mind with a diverse mix of ideas, I set the stage for creative and innovative thinking.

How would you explain your job to a young child?

You know how when you play video games or use an app on your tablet, and you press a button and something happens? Well, my job is kind of like being the person who makes that happen. I work with a team of really smart people, and we use computers to build and fix those games or apps. We make sure that when you press that button, the right thing happens. We also work with other people who have cool ideas for new games or apps, and we help them bring those ideas to life.

Which unusual skill do you pride yourself in having?

An unusual skill that I pride myself on is my ability to quickly spot issues in code, almost like a sixth sense. Over the years, I’ve honed this ability to such an extent that it’s like having detective skills specifically for code. I can look at a piece of software and pinpoint logical issues that might be causing problems. This skill has been incredibly useful in unblocking my team, as I’m able to provide advice and share best practices that help avoid these common issues.

Photo credits: Towerhouse website

Thanks Diego!

• Learn more about TowerHouse Studio
• Follow Diego on social media:

LinkedIn

• Follow TowerHouse Studio on social media:

LinkedIn

Instagram

Facebook

Design ThinkingProduct designRemote workUser Experience Design