Streaming subscriptions
My role: Senior UX Writer
Company: Mercado Pago/Mercado Libre
We designed the subscription flow to content platforms within the Mercado Libre and Mercado Pago app.
shipped on 2020
Context
As a part of Loyalty team, we worked to strengthen the program value proposition. We already had free & fast shipping and a solid exclusive deals offer, but we lacked the benefit our users most wanted, streaming content benefits. #problem-framing #data-driven
Users analized data:
The objetives:
- Increase the loyalty program appreciation (NPS)
- Sell subscriptions (Monthly Active Subscribers MAS / Total Payments Volume TPV)
The challenge:
Integrate content from streaming partners into our platform, leveraging our ecosystem capabilities:
- Pay within Mercado Libre and Mercado Pago app
- No credit card (unbanked)
- Discount in new partners: HBO, Disney and Paramount.
70%
unbanked LATAM population
3/10
users are suscribed to one or more streaming apps at the same time
2rd
streaming is the most valued benefit after free shipping
The process
I was part of the complete process, from the problem framing stage up to the hand off.
Considering the brief tan essential part of the project, first we designed it with objetives, communication ideas and clear focus. With a good brief, the road is easier. #briefing ❤️
During the first draft, my focus was in the storytelling. I wrote the story even before the frist wireframes so as to make the conversations easier.
#content-first #storytelling #craft
First drafts (clic to zoom)
With the triad, we agreed on a way to follow. Then, we began to draw the first sketches.
Suscription proposals.
Along the way, we asked for a lot of feedback and we did a content review. We also facilitated understanding tests and user interviews. #research
We iterated as many times until we arrived at a high-quality version. #feedback #content-review #design-critique
The final experience
There were many use cases and screens, but I´ve chosen the most representative ones to show you what came out in production and some UX Writing principles that I kept in mind.
Suscription page
CHO experience
Administration
Recovery communications
Was more than 80 unique pieces of communication with multiple use cases between e-mails and web/mobile notifications, across 5 different partners.
We ran the last adjustment sessions and we made the hand off meeting adapting content for 5 countries. 🇦🇷 🇲🇽 🇧🇷 🇨🇱 🇨🇴
Results
The product turned out to be a great success from the start. We quickly became the top-selling channel for our partners in the region.
↑1million
active subscribers
↑ 10%
of subscribers have more than one active subscription at the same time
↑ 35%
increase in recurring payments approval due to the engine journey and communicatio recovery flow.
5
countries
México, Brasil, Argentina, Colombia, Chile
2% to 36%
subscriptions were made with account money in Mercado Pago or cash as a payment method
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I really enjoyed the process of this initiative. Above all, the day-to-day work with the team. 💜
Being part of this project allowed me to discover myself professionally: debating with respect, proposing solutions, leading challenges, and building deep human connections where everyone felt comfortable in their roles. We worked to make the team a place where happiness was possible.
Without teamwork, we would not have achieved these results. #team-work
Thanks for reading. I hope you enjoyed it!