From generic benefit reminders to personalized savings awareness
Meli+ is Mercado Libre’s loyalty subscription, offering shipping benefits, entertainment, cashback, and exclusive discounts.
At the time of this project, the cancellation flow relied on generic benefit reminders. However, multiple signals showed that this approach was not addressing the real reason users were canceling: lack of perceived personal value at the decision moment.
These insights revealed that the problem was not the lack of benefits, but the lack of personalized value visibility. This became the foundation for redesigning the Meli+ cancellation flow around individual savings rather than generic reminders.
How might we redesign the cancellation flow to help users make an informed decision without adding friction or dark patterns.
Transform the cancellation experience into a value awareness moment by showing users their personalized savings, based on their actual usage, instead of generic benefit messaging.
I led the content strategy and UX writing for the cancellation flow redesign, working closely with Product, Design, and Data teams to define the messaging framework for personalized savings, translate user behavior data into clear and scannable content, design copy that informed decisions without blocking cancellation, and ensure consistency with Meli+ tone, accessibility, and UX principles.
We reframed cancellation from a retention attempt into a value decision.
Instead of persuading users to stay, the content helped them understand the value they were giving up, setting a neutral and informative tone for the experience.
We replaced generic benefit language with personalized savings.
✔️ Benefits describe features.
✔️ Savings communicate impact.
This allowed users to evaluate the subscription based on their own usage rather than abstract promises.
Instead of framing cancellation as a binary decision (stay or leave), we introduced downgrade as a first-class option.
The content was designed to help users recognize when Meli+ no longer matched their needs, without forcing a full unsubscribe.
This allowed users to adjust their commitment while staying within the ecosystem.
Instead of framing cancellation as a loss, we introduced a neutral confirmation message that acknowledged the user’s choice.
A short confirmation message reinforced clarity and closure, helping users leave the experience with confidence and trust.
Adoption and behavioral impact exceeded expectations shortly after launch. Due to confidentiality, exact figures cannot be disclosed.
The following results reflect directional and relative impact observed after release.
Whether you’re hiring, building something new, or just want to connect, I’d love to hear from you.