How Buk Transformed a Critical Flow and Accelerated Its Product Culture with Amplitude and Minders
An operational improvement that became a strategic decision
Optimizing a flow may seem like a minor change. But when that flow impacts more than 1.3 million people every day, it stops being a small improvement. It becomes a strategic decision. That’s exactly what happened at Buk, the all-in-one people management platform operating across Latin America.
With the support of Minders and a deeper use of Amplitude, Buk led a product transformation that combined data, strategic focus, and visible changes for its users. This product transformation at Buk with Amplitude and Minders not only reduced the time required to request vacation by 70%. It also changed the way teams understand the product, make decisions, and prioritize what gets built.
When the basics define the entire experience
Buk is a people management suite. It centralizes processes such as payroll, benefits, training, and administrative workflows. Its model is B2B2C: companies purchase the platform, but employees are the end users.
In this context, actions like requesting vacation or viewing a payslip are basic expectations. They are not “nice to have” features. When these flows create friction, they affect the perception of the entire platform.
That’s why the product team began to look more closely at these everyday interactions.
Data that creates discomfort, decisions that unlock progress
The first signal appeared in the data. The vacation request flow showed that users took more than one minute just to find where to start the process. This wasn’t due to complexity, but to placement: it was hidden within the employee profile, far from the main entry point.
That insight was uncomfortable. But the most limiting friction was elsewhere: access to information. Before using Amplitude in a structured way, Product Managers depended on engineering for almost every query. The questions required SQL queries and multiple iterations.
That process was slow, consumed technical focus, and made it difficult to sustain continuous improvement cycles. Even though Buk already promoted a culture of Continuous Discovery, speed was not enough to keep up with the business.
Accessible data for teams that decide faster
The goal was clear: support growth with a way of working that enabled fast learning and evidence-based decisions. To achieve this, teams needed to explore data on their own, combine insights, and validate impact without friction.
Amplitude was the right tool, but the challenge was its implementation. That’s where the joint work with Minders began.
The product transformation at Buk with Amplitude and Minders was designed as a strategic journey, focused on cultural change before technical deployment.
Focused implementation: fewer dashboards, better questions
Amplitude adoption didn’t happen all at once. Together with Minders, Buk started with specific teams and clear use cases: benefits, employee experience, and workflows. All of them had well-defined questions and a real desire to use data.
Before visualizing anything, the foundation was organized. A clear taxonomy was defined, processes were established to frame business questions, and criteria were agreed on regarding what to measure and why.
The premise was simple but demanding: if there wasn’t a clear question, nothing was tracked. As a result, Amplitude became a tool for thinking about the product.
Vacation use case: when a data point drives a decision
With this foundation in place, the team revisited the vacation flow. The data was still clear: more than one minute to start the request. The right question was: where do users expect to do this?
The analysis showed that the main portal was the entry point for most employees. But vacation access lived elsewhere. The hypothesis was straightforward: if the flow was moved to the main portal and access was simplified, friction should drop.
Direct access via modals was implemented and navigation was redesigned. Thanks to Amplitude, validation was immediate.
Clear, scalable results
The changes delivered measurable impact:
⏱️ 70% reduction in request time
🌐 More than 70% of requests were concentrated in the main portal
👥 90% of active users access from that entry point
The flow went from being a source of friction to becoming a natural part of the daily experience. The team continued analyzing patterns and noticed that employees logged in more frequently when they received clear signals that something relevant was waiting for them.
That insight led to new developments: reminders, visible access points, and push notifications. The result was an increase in usage frequency.
📊 From 4.2 monthly visits per user to 5.28.
Decisions driven by evidence, not intuition
With Amplitude embedded into the discovery process, the relationship between product and data changed. Hypotheses are defined before development. Expected metrics are agreed on from the start. Results are reviewed just days after launch.
One example is the new signers flow. Faced with questions about scalability, the team launched a limited version. In less than 48 hours, the data showed impact. That made it possible to move forward confidently with a full rollout.
Innovation is also about improving the everyday
Optimizing the vacation flow showed that innovation often lives in the simple things. Observing how millions of people interact with a product and asking whether it could be easier is also innovation.
With data as an ally, Buk reduced friction, empowered teams, and accelerated decision-making. The result: a better experience for employees and an organization ready to keep learning.
🚀 Ready to activate a data-driven product culture?
Real transformations start when everyday interactions are observed with intention. To scale without losing speed, the first step isn’t to build more, but to understand better.
