Estruturação de Product OPS em empresas de software: um estudo exploratório sobre práticas e valor percebido

Abstract

The increasing complexity of digital product development and the demand for agility in volatile environments have driven the emergence of Product Operations (Product Ops) as a strategic response to the cognitive overload of Product Managers. Given the scarcity of academic literature on the subject, this study aims to investigate how software companies conceptualize, structure, and perceive the value of this function in their operations. The research adopted a qualitative exploratory approach, conducted through semi-structured interviews with nine professionals from companies of different sizes (small, medium, and large) and geographic locations. Data were analyzed using thematic content analysis. The results demonstrate that Product Ops is conceptualized as a "force multiplier"acting across the dimensions of data management, tools, collaboration, and operational support. Three main organizational structure models were identif ied: the Individual Model (M1), focused on exploration and generalist support; the Dedicated Team Model (M2), aimed at efficiency and sustainment; and the Departmentalized Model (M3), oriented towards governance and institutional scale. The analysis of perceived value revealed that benefits are predominantly structural and qualitative—such as noise reduction, organizational alignment, and knowledge preservation—although quantitative metrics of efficiency and deadline compliance emerge in contexts of high criticality and scale. It is concluded that the institutionalization of Product Ops is fundamental for transforming tacit knowledge into organizational assets, allowing software companies to scale their operations with consistency and reduced operational friction.