Mercado Livre | + Followers

Context I worked at Mercado Livre as a UX Writer / Content Designer, as part of a multidisciplinary team responsible for advertising solutions within the marketplace. The +Followers project is part of the Ads ecosystem and aimed to help sellers strengthen their relationship with their audience within the platform. The solution, from discovery to delivery, was designed for a LATAM context, considering differences in digital maturity, language, and behavior across countries such as Brazil, Argentina, Mexico, Chile, and Colombia. --- The Product +Followers is an advertising solution that allows sellers to promote their stores to increase their follower count and convert them into recurring customers. The product focused primarily on two pillars: - Acquiring qualified followers - Increasing store visibility within the marketplace The experience involved not only campaign creation but also a set of educational communications throughout the journey, ensuring that sellers understood the value of the solution and knew how to make the most of it. --- The Challenge Although the concept of "followers" might seem simple, the project faced significant challenges: - Many sellers did not clearly understand the value of having followers within the marketplace - There was confusion between followers and immediate sales - The launch needed to educate, engage, and drive adoption simultaneously - It was necessary to reduce operational questions without overwhelming the support team Additionally, the product included a 10-day free trial, which required clear communications about: - When the trial started and ended - What would happen after the free period - How to track results --- My Role I acted strategically as UX Writer / Content Designer, focused on structuring the product's communication throughout the entire seller journey. Main responsibilities: - Discovery, benchmarking, and wireframing in partnership with the Designer - Defining the product's content strategy - Creating and organizing FAQs - Writing communication touchpoints (emails, in-product messages, and push notifications) - Supporting the feature launch - Ongoing alignment with Product, Marketing, and Engineering --- Process and Methodologies Diagnosis and Doubt Mapping Based on internal data, CX feedback, and stakeholder alignment sessions, we mapped the sellers' main questions and objections about the product, such as: - What are followers for? - Can a follower become a customer? - What happens after the free period? - Will I be automatically charged? These insights guided the entire content strategy. Content Design and Language The focus was on crafting language that was: - Simple and accessible - Educational, without being technical - Aligned with the maturity level of small and mid-sized sellers All content was designed to reduce anxiety, build trust, and support decision-making. --- FAQs, Touchpoints, and Communications FAQs FAQs played a central role in the experience, functioning as a continuous education layer. Main objectives: - Anticipate critical questions - Reduce friction during activation - Decrease the need for support contact The content was structured progressively, following the seller journey from initial interest through post-activation. Communication Touchpoints I designed and wrote the main product touchpoints, including: - Feature launch communication - Push notifications during the 10-day free trial, reinforcing value and next steps - Educational messages explaining follower results and benefits Each touchpoint had a clear objective within the journey: - Educate - Engage - Reduce uncertainty - Prepare the seller for the end of the free period Emails and communications were treated as part of the product experience, not just marketing actions. --- Ownership and Key Decisions - Structuring FAQs as the product's primary education source - Defining the tone of voice for launch and trial - Deciding to emphasize long-term value (followers as a relationship) rather than focusing solely on immediate sales These decisions helped align expectations and increase product comprehension. --- Results and Impact - Clearer and more educational experience for sellers - Reduction of recurring questions about how the product works - Better alignment between value proposition and user expectations - Consolidation of communications as an essential part of the Ads journey Even without sharing confidential metrics, qualitative feedback indicated greater seller confidence in the solution. --- 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