During the first half of 2021, I participated 100% remotely from Buenos Aires in an initiative for Mexico that reached around 200,000 people. I’m not quite sure how much 200,000 of something is, but it’s a lot.
The event involved some leading brands offering discounts through the Mercado Pago app, which users had to reserve, and a few days later, redeem at the stores, paying with QR codes at the checkout. Exciting, isn’t it?
What sounds simple, actually involved many teams working together, with diverging interests: the brands with their requests, internal teams, legal departments looking out for us, marketing aiming for mass appeal, and the entire digital product team (UX and Development) striving for the most usable and enjoyable user experience possible.
It was a challenge that required many hours of meetings, negotiations, and above all, a lot of asynchronous work, at practically any time (operating in 4 different time zones). In the end, we managed to overcome it in record time and with excellent quality.
The results: +20% ROI, +7% engagement with the app even after the event, and a good feeling with the brands, to keep working next year.
