Driving engagement and sales through broadcast channels
Mercado Libre
UX/UI | Product design
Context
Before this project, sellers had no direct way to reach or communicate with buyers. Buyers could receive notifications from Mercado Libre’s own campaigns or based on their interactions with products, and they could follow sellers’ stores, but that connection was entirely one-sided.
Broadcast Channels were created to change this dynamic. The feature gave sellers a dedicated space to share new product launches, promotions, and exclusive discounts directly with their followers.
Buyers who clicked “Follow” could access this space and view these messages, while sellers could create, schedule, and monitor communications with visibility into audience reach, views, and clicks.
This initiative represented a major step toward a more social, two-way platform where sellers can build stronger relationships with their followers.
Buyer view of broadcast messages.
Seller view of the Broadcast Channels hub.
Main challenge
The main challenge was aligning multiple product teams and systems, including Coupons, Promotions, Product Listing, Buyer Experience, and Campaign Manager, to ensure sellers could track real-time campaign performance while buyers received communications seamlessly.
We aimed for a consistent and transparent experience across Mercado Libre’s ecosystem while leveraging shared infrastructures and design patterns.
My contribution
I was part of a multidisciplinary team composed of a Design Lead, another UX Designer, a UX Writer, 2 Product Owners, and several developers. Together, we collaborated closely across product areas to align technical dependencies and business goals, ensuring we could deliver a meaningful MVP that truly empowered sellers.
I designed the end-to-end experience of Broadcast Channels, including the architecture of the “Channel Hub” and the three main flows to create communications: launches, coupons, and promotions. The hub centralized campaign management and analytics, while the creation flows streamlined how sellers built and sent messages to their followers.
Given my previous experience with Campaign Manager, Mercado Libre’s internal tool for managing push notifications, emails, SMS, and WhatsApp campaigns, I was able to connect both worlds, adapting a complex marketing backend into a simple, intuitive experience for sellers.
I also worked closely with the team responsible for the buyer-side messaging experience, ensuring both perspectives were aligned and delivering a cohesive 360° journey: from message creation to delivery and engagement.
Throughout the process, I partnered with content designers to craft clear and transparent communication, and regularly presented progress to leadership and stakeholders to maintain alignment and visibility.
Broadcast Channel hub with multiple communications in different states.
Process
We began by mapping the main journeys for each type of communication: launches and coupons. The promotions flow presented additional complexity due to its dependency on each promotion’s lifecycle, so we decided to address it after the initial release.
Given my prior experience with Coupons and Product tools, I collaborated in the early conceptualization of both journeys. In parallel, I led the design of the Channel Hub, leveraging my knowledge of Campaign Manager’s delivery logic to define message states and their corresponding interactions.
Throughout the design process, we went through several iterations to determine what information could be included in the MVP and, later, how to effectively communicate it. From UX Writing, we identified that the rules and constraints defined by Product for creating communications were too complex for users to understand.
As a design team, we advocated for simplifying the experience, highlighting how much of the tool’s technical complexity was being transferred to the user. After multiple discussions and escalations, we aligned with Product to remove these creation restrictions for the MVP, allowing us to validate adoption first instead of over-constraining the feature.
Once those limitations were lifted, we focused on improving usability and reducing cognitive load, ensuring a simpler and more efficient experience. We refined the flows for coupons and launches, and later extended those learnings to the promotions flow, completing the productive MVP launch.
Launch creation screen
Coupon creation screen
Promotion creation screen
Outcome
Broadcast Channels successfully launched across the Marketplace and was later renamed Communication Channels. Within days, millions of messages were sent daily by sellers to their followers. The MVP achieved a 14% CVR and 8% CTR, proving strong engagement and validating the value of direct communication between sellers and buyers.
The feature became a core tool for engagement, helping sellers build loyalty and drive sales while offering buyers personalized and relevant promotions.
The project reinforced the importance of cross-team collaboration and designing for transparency. Leveraging existing infrastructures like Campaign Manager accelerated delivery and ensured scalability, while maintaining consistency across tools, reduced friction.
Above all, it highlighted the balance between business goals and user needs, essential for shaping a launchable MVP with long-term impact.
