Mercado Livre | Display Ads

Context I worked at Mercado Livre as a UX Writer / Content Designer in the marketplace's advertising ecosystem, as part of a multidisciplinary team focused on the advertiser's journey — from acquisition to retention. --- The Product Mercado Ads is the advertising platform for sellers within Mercado Livre. One of its key features is the automated creation of Display Ads creatives — banners generated by AI using the seller's own product catalog. The product also offered an activation bonus: a credit to encourage sellers to try the platform for the first time. --- The Challenge The activation bonus had a limited duration. When it expired without being used — or was consumed too quickly without generating results — many sellers abandoned the platform. Two main pain points: - Sellers didn't understand how the bonus worked or how long it would last - After the bonus expired, they didn't see a clear reason to continue investing This led to high churn and low retention after the first campaign. --- My Role I joined the initiative to review and redesign the content across the entire bonus lifecycle — from activation to expiration — with the goal of reducing churn and increasing seller confidence in the platform. --- Process Diagnosis Together with the UX Research team, we analyzed: - Session recordings on Hotjar to identify moments of friction and confusion - Usability testing with sellers at different stages of the journey - Support tickets and common questions about the bonus Content Mapping I mapped all touchpoints where the seller received information about the bonus: - Activation screens - In-platform notifications - Push notifications and emails - Post-campaign status screens Content Design From the diagnosis, I rewrote the content with a focus on: - Clarity: explaining what the bonus is, how it works, and what happens when it ends - Expectation management: avoiding promises that couldn't be kept - Continuity: creating a narrative that kept the seller engaged even after the bonus expired --- FAQs and Key Touchpoints One of the most critical moments was the push notifications sent during the trial period. Original notifications (generic, low-impact): "Your Mercado Ads bonus expires soon." "Your bonus has expired." Redesigned notifications (clear and action-oriented): "Your bonus expires in 1 day — see how your campaign is performing." "Today your bonus expires: the campaign will remain active and billing will begin." These notifications made explicit what would happen next, reducing uncertainty and unpleasant surprises. --- Decisions During the process, I made deliberate content decisions: - Using language that normalized the end of the bonus as a natural transition, not a loss - Highlighting concrete results already achieved during the trial period - Avoiding expressions like "your time is up" or "your benefit has ended" in favor of forward-looking messaging --- Results and Impact - Churn after bonus expiration: from 30% to 8% - Platform activation rate: from 3% to 5% - Retention after 30 days: 73% - Retention after 7 days: 87% --- AI Content Review Agent As an extension of this work, I also designed the content for a conversational AI agent aimed at helping sellers review and optimize their ad creatives before publishing. The agent guided sellers through a structured review flow, identifying issues such as: - Overly generic or repetitive copy - Misalignment between the visual and the message - Content that didn't meet Mercado Livre's editorial guidelines My role included defining the agent's tone of voice, structuring the conversational flows, and writing the UX copy for each interaction state — including error messages, confirmations, and transition states. --- My Role - UX Writing / Content Design / Product Design - Content strategy for an Ads product - FAQ creation - Writing emails, in-product touchpoints, and push notifications - Supporting launch and trial period (Growth action) - Cross-functional alignment between Product, Marketing, and Engineering - AI conversational agent content design