At Mercado Livre, I had the opportunity to work on the Mercado Pago app, creating end-to-end experiences for millions of users in Argentina, Mexico, Chile, and Brazil. By understanding the needs and expectations of users in a B2C environment, my main focus was designing flows by analyzing various cases and their respective impacts in depth prioritizing excellence in storytelling and minimizing product friction.

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Designing in a localized manner challenged me to understand the cultural nuances of each country. This experience taught me the importance of scalable and adaptable solutions.

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We aim to translate stakeholders' inputs into pleasant and successful experiences for users. In collaboration with UX writers, we identify opportunities in each use case, screen, action, and task in the flow to deliver a compelling narrative aligning business objectives with user goals.

Our product is available in Argentina, Mexico, Chile, and Brazil - and my contributions include:

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• Decreasing the contact rate of users in Mexico (from 7% to 4%) and Brazil (from 9% to 6%), developing features that enhanced user experience, later replicated for Chile and Argentina;
• Compliance with Mexican regulatory requirements, developing features to set debit card payment limits and international billing settings;
• Increasing successful PIN changes for Mexican users (a 65% increase in confirmed PINs), reducing churn due to blocked cards;
• Reducing the number of blocked cards due to insufficient balance in subscription charges in Mexico, Chile, Brazil, and Argentina - we increased subscription payment compliance by 20% through cash entry;
• Standardization of components of the MP ecosystem, improving flows and interfaces across operating countries;
• Reviewing and iterating on the product's value props, and creating a process to offer and generate awareness of our product more intelligently and assertively across different touchpoints;
• Mitigating the expectations of non-scored users who desire credit function, by providing more knowledge about debit as an available payment method;
• Reducing physical card issuance costs for users with low usage propensity - after deploying the solution in production, we reduced card issuance for this target by up to 60%;
• Optimization of our funnel to increase activation, reduce churn, and create user reactivation journeys;
• Integration of MP ecosystem features with our product to enhance engagement and encourage usage;
• Overhauling the entire IA of the product experience in Brazil, designing new interfaces. In collaboration with the Research team, we generated insights and validated several proposals through usability testing.

As a product designer at Hotmart, while working on a growth team within the Creators business unit, we faced the following challenges:

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• Identifying and qualifying new users after sign-up; through the design of onboarding on the platform;
• Clustering users according to their behaviors and intentions in the product;
• Generating PQLs for stakeholders;
• Designing experiences and initial contexts following user goals;
• Measuring behaviors throughout the journey, ensuring frictionless access and mapping mobility/success patterns;
• Ensuring that the largest percentage of our target audience experiences our core values in the shortest time possible;
• Generating growth loops throughout the funnel conversion; increasing activation and retention, using engagement models;
• Mapping hypotheses and generating experiments following specific OKRs.

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My actions at the UX role were:

• Research, interviews, and quantitative analysis, and discovery as a significant part of the initial process;
• Designing alternatives for A/B tests and multivariate tests for users to experience our core value according to their intention - we scaled over 42 experiments in 2 years;
• Designing personalized experiences oriented by profile and journey moment - we delivered user onboarding and specific communications by segment through the notification center on the platform;
• Mapping the user journey from sign-up to habit moment;
• Facilitating workshops involving cross-functional areas and skills - such as CX, marketing, revenue, and finance teams;
• High and low-fidelity prototypes, using core components of the design system;
• Information architecture mapping, considering routes and journey flows through the service scope;
• Data analysis related to product usability: GA events, heatmaps, and KPIs related to our specific journeys and funnels;
• User story creation, hand-off, quality assurance, and support for the development team.

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Other highlights and contributions:

• Creation of playbooks for the Chapter, sharing knowledge about the product, users, and their behaviors.
• Onboarding of new employees, introducing them to the Hotmart customer journey and how this topic connects with each area's deliveries as well as with the organizational structure, demonstrating extensive knowledge of the product, business, and company as a whole.

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As a experience designer at Hotmart, I worked across the AARRR funnel—impacting products and features through effective user communications—within the Product Marketing team.

Collaborating with copywriters and videomakers, we effectively contributed to the following deliveries:

• Development of product pages aimed at acquiring new Hotmart users;
• Redesign of the Help Center’s information architecture, including user interviews and UI development, as well as the implementation of an in-app helper within the web platform;
• Support and assistance to other product designers in the design and implementation of products, contributing to a faster and more efficient roadmap;
• Customization of product and feature presentations for stakeholders, business developers, and webinars;
• Development of infographics and other assets aimed at educating users about product features;
• Production of materials for the Hotmart app listings on Google Play and the Apple Store, including mockup development, layout design, and image adaptation for various devices;
• Creation of campaigns focused on Hotmart product launches and activations, considering user journeys and their progression to new performance levels through our features;
• Development of materials for seasonal and international expansion campaigns;
• Creation of storyboards for launch campaigns, guides, and tutorials for solutions developed by Hotmart;
• Establishment of the Hotmart Help Center channel on YouTube, including the development of channel identity, thumbnails, and video storyboards.