DISCOVER PROJECT
Mercado Pago Argentina
Card Acquisition Landing
Rebuilding the narrative of a product page for a local audience
2026
— What started as a simple asset update for a global card rebrand turned into a full rebuild. Looking at the existing landing page, we found that both the narrative and the visual language were outdated, and the scope grew into rethinking the whole acquisition experience for Argentina.
SERVICES
Content strategy, UX Writing, Storytelling, Benchmarking, Visual exploration, Art direction, HTML implementation, Generative AI
Project Overview
Build a clear, functional narrative inside the technical limits of the landing page builder, adapted to how people in Argentina actually think about a debit card.
The page had to balance several value propositions at once, including returns on account balance, international use and security, without creating confusion or setting expectations the product could not meet.
A landing page is not a list of features. It is an argument, and the argument has to be made in the reader's own language.
Approach
I worked alongside business and product stakeholders, and with native Argentine colleagues, to validate local tone, structure the storytelling and adapt the experience to the constraints of the platform we were building on.
Cultural adaptation was not a translation pass at the end. It shaped which value proposition led the page and which ones came later.
Process
The project began with a benchmark of other financial experiences and an analysis of the current landing page, to find opportunities in narrative, tone and visual direction. From the value propositions defined by the business team, we built a UX story to understand how to communicate the product's benefits in a way that was simpler, clearer and more relevant to the Argentine user.
We explored multiple iterations of wording, narrative structure and tone, validating options quickly with stakeholders and local experts. I used Claude to help build the UX story and to explore functional and aspirational wording variations before committing to a direction.
Clarity over cleverness. A financial product earns trust by being understood, not by being admired.
Final Design
A landing page rebuilt around a single, ordered argument, with a local voice and a visual direction consistent with the rest of the product.
The page stopped listing what the card does and started explaining why it matters, in the order a first-time reader needs to hear it. I built it in HTML from the design and put together an implementation plan, adapting the publishing platform's components, content and assets to the Argentine context, then repeating the same structure for the virtual card variant. The visuals for each section were produced with generative image tools, consistent with the product's visual guidelines.
Achievements
