Merchant Web
Cashea
A complete redesign of Cashea’s Merchant Web, built to transform a fragmented operational experience into a fast, scalable, and self-service platform, enabling partners to manage their business seamlessly across channels.
Team + My Role
For this project, we worked as a cross-functional team including product, design, and engineering. As the Content Designer, I led the definition of the content strategy and UX writing across the platform. Shaping navigation, key flows, and communication guidelines to ensure clarity, consistency, and scalability across the experience.
C H A L L E N G E
Transform a fragmented merchant experience into a fast, self-service platform. Reducing friction and enabling seamless cross-channel operations.
Transform a fragmented merchant experience into a fast, self-service platform. Reducing friction and enabling seamless cross-channel operations.
Transform a fragmented merchant experience into a fast, self-service platform. Reducing friction and enabling seamless cross-channel operations.
Operational friction: Managing orders across multiple channels and tools slows down daily operations.
Inefficiency: Manual processes (cancellations, refunds, payments) increase time and effort.
Limited scalability: Existing architecture restricts the rollout of new features and workflows.
Dependency: Reliance on external channels (Slack, WhatsApp, email) reduces autonomy.
Performance impact: Slow load times (~10s) affect usability and in-store experience.
Low adoption: Friction limits the usage of new features and capabilities.
Fragmented experience: Disconnected tools create inconsistencies across channels.
Growth constraints: Lack of a scalable foundation delays product evolution.
E X P E R I E N C E G O A L
E X P E R I E N C E G O A L
To enable partners to manage their operations seamlessly through a fast, intuitive, and self-service platform across all sales channels.
To enable partners to manage their operations seamlessly through a fast, intuitive, and self-service platform across all sales channels.
To enable partners to manage their operations seamlessly through a fast, intuitive, and self-service platform across all sales channels.
We translated business goals into measurable outcomes by defining OKRs and KPIs that align product performance with merchant growth, operational efficiency, and long-term scalability.
We translated business goals into measurable outcomes by defining OKRs and KPIs that align product performance with merchant growth, operational efficiency, and long-term scalability.
PRIORITIZING WHAT MATTERS
PRIORITIZING WHAT MATTERS
We mapped merchant actions by frequency and user impact to identify the most critical workflows. This allowed us to focus on high-usage tasks, reduce friction, and deliver a more efficient and scalable experience.
We mapped merchant actions by frequency and user impact to identify the most critical workflows. This allowed us to focus on high-usage tasks, reduce friction, and deliver a more efficient and scalable experience.
To align the redesign, we defined the core foundations of the project from the problem and audience to objectives, metrics, and scope. This ensured clarity across teams and a shared understanding of what success looks like.
To align the redesign, we defined the core foundations of the project from the problem and audience to objectives, metrics, and scope. This ensured clarity across teams and a shared understanding of what success looks like.
This redesign transforms order management into a faster, more intuitive experience, enabling merchants to create orders, filter results, and track statuses in one place.
The addition of guided onboarding improves adoption while reducing the learning curve.
This redesign transforms order management into a faster, more intuitive experience, enabling merchants to create orders, filter results, and track statuses in one place.
The addition of guided onboarding improves adoption while reducing the learning curve.
Highlighted
Reduced friction across the entire order lifecycle from creation to tracking.
A single place to manage orders, replacing fragmented workflows.
Less time managing orders, more time growing the business.
Highlighted
Reduced friction across the entire order lifecycle from creation to tracking.
A single place to manage orders, replacing fragmented workflows.
Less time managing orders, more time growing the business.
Enable merchants to manage, track, and create orders more efficiently through a simplified and centralized experience.
Help users quickly understand, adopt, and integrate the new Orders flow into their daily operations with confidence and ease.
Our communication strategy focused on preparing merchants for the transition by prioritizing the most relevant operational benefits. We structured messages based on impact and adapted them to each touchpoint using more space to reinforce value and reduce resistance to change.
Our communication strategy focused on preparing merchants for the transition by prioritizing the most relevant operational benefits.
We structured messages based on impact and adapted them to each touchpoint using more space to reinforce value and reduce resistance to change.
Our communication strategy focused on preparing merchants for the transition by prioritizing the most relevant operational benefits.
We structured messages based on impact and adapted them to each touchpoint using more space to reinforce value and reduce resistance to change.
We redesigned the Help Center to provide contextual, in-product support across the Orders journey—using tooltips, onboarding, and FAQs—so merchants can resolve doubts quickly and continue without friction.
We redesigned the Help Center to provide contextual, in-product support across the Orders journey using tooltips, onboarding, and FAQs so merchants can resolve doubts quickly and continue without friction.
We designed an end-to-end onboarding ecosystem to transform a fragmented, manual process into a scalable, self-service experience. The new system connects Lead Management, Onboarding Manager, Merchant Web, and CRM to provide a single, orchestrated flow—from lead creation to “ready to sell.”
We designed an end-to-end onboarding ecosystem to transform a fragmented, manual process into a scalable, self-service experience. The new system connects Lead Management, Onboarding Manager, Merchant Web, and CRM to provide a single, orchestrated flow—from lead creation to “ready to sell.”
We designed an end-to-end onboarding ecosystem to transform a fragmented, manual process into a scalable, self-service experience. The new system connects Lead Management, Onboarding Manager, Merchant Web, and CRM to provide a single, orchestrated flow from lead creation to “ready to sell.”
C H A L L E N G E
Transform a fragmented merchant experience into a fast, self-service platform. Reducing friction and enabling seamless cross-channel operations.
Transform a fragmented merchant experience into a fast, self-service platform. Reducing friction and enabling seamless cross-channel operations.
Transform a fragmented merchant experience into a fast, self-service platform. Reducing friction and enabling seamless cross-channel operations.
E X P E R I E N C E G O A L
E X P E R I E N C E G O A L
Enable merchants to complete onboarding quickly and confidently, with full visibility of their progress and minimal need for support.
Enable merchants to complete onboarding quickly and confidently, with full visibility of their progress and minimal need for support.
A self-service onboarding flow within Merchant Web
An Onboarding Manager to orchestrate states, validations, and transitions
Real-time status visibility across all steps
Clear microcopy and system feedback for errors, blockers, and progress
Ability to resume onboarding seamlessly from any step
Integrated CRM visibility for commercial teams
Automated data validation and merchant creation in ABM
Tracking and analytics to monitor drop-offs, timing, and conversion
≥ 80% of onboardings completed without operational support
≥ 95% automatic merchant creation in ABM
Reduce lead-to-activation time to ≤ 5 days
Increase conversion rate to “Ready to Sell”
Improve CSAT and reduce support requests
Disclaimer:
This project was created as part of my role at Cashea. All rights to the work and associated materials belong to Cashea. My contribution focused on UX Writing and Content Design. This project is shared for portfolio purposes and does not represent the full scope of work completed by the team.
Disclaimer:
This project was created as part of my role at Mercado Libre. All rights to the work and associated materials belong to Mercado Libre. My contribution focused on UX Writing and Content Strategy. This project is shared for portfolio purposes and does not represent the full scope of work completed by the team.
Merchant Web
Cashea
A complete redesign of Cashea’s Merchant Web, built to transform a fragmented operational experience into a fast, scalable, and self-service platform, enabling partners to manage their business seamlessly across channels.
Team + My Role
For this project, we worked as a cross-functional team including product, design, and engineering. As the Content Designer, I led the definition of the content strategy and UX writing across the platform. Shaping navigation, key flows, and communication guidelines to ensure clarity, consistency, and scalability across the experience.
