Design a level-based subscription experience where clear content guides users through pricing, payments, and recovery while unlocking better streaming benefits as they progress.
The Mercado Puntos team was expanding the loyalty program’s value proposition through new, progressive benefits.
While the program already offered fast shipping and exclusive deals, data revealed a clear opportunity: access to streaming content ranked among the most valued benefits for users.
Instead of producing content in-house, we chose to integrate streaming partners into the existing ecosystem. Discounts were tied to loyalty levels, reaching up to 50% off for level 6 users.
This turned the experience into a level-based system, where content and communication were essential to explain pricing, benefits, and payment behavior.
Create an intuitive subscription flow, from discovery to post-purchase management, supported by Mercado Libre and Mercado Pago.
— Up to 50% off based on loyalty level
— Online and offline payment methods
— Manage all subscriptions in one place
— Access to each partner’s content catalog and features
I worked as a UX Content & Experience Designer within a multidisciplinary team. Specifically, I worked on:
— UX writing for subscription discovery, checkout, and confirmation
— Content strategy for recurring payments and lifecycle communications
— Error, retry, and recovery messaging
— Subscription management and cancellation content
We ran workshops with stakeholders to map the key actions users needed to complete and identify critical stages of the subscription flow.
From a content perspective, we defined the primary user question at each step and used it as a guiding principle to structure information, reduce cognitive load, and avoid redundant or technical language.
A key challenge was redefining the subscription communication system, shifting transactional messaging into a scalable content model that reinforced loyalty levels and partner value.
I focused on designing a scalable content system rather than isolated messages, covering key subscription scenarios such as trials, recurring charges, payment recovery, and cancellations.
Each message was rewritten to reinforce loyalty-level benefits, explain the why behind actions, adapt tone without breaking consistency, and scale across partners.
The result was a scalable communication framework that improved clarity and allowed new streaming partners to be integrated without redefining the entire messaging logic, using partner-specific variables instead.
Reframed subscription states and actions to guide users through payment issues and recovery flows, prioritizing resolution over cancellation.
Centralized subscription management with clear status labels, state-based CTAs, and transparent payment messaging to help users resolve issues without defaulting to cancellation.
To support scale, we documented content principles, use cases, and state-based message logic, and prepared translation handoff so teams could reuse and evolve the system consistently.
Adoption exceeded expectations shortly after launch. The product emerged as the main distribution channel for streaming partners in the region, surpassing the combined performance of other partner channels such as Netflix, Disney+, HBO, Paramount+, and Deezer.
Whether you’re hiring, building something new, or just want to connect, I’d love to hear from you.