E-commerce purchase retry across spanish-speaking LATAM:
recovering carts after payment failures
Results
Reduction in cart abandonment from 80% to 69%.
R$ 1.44 million in recovered sales during the first 10 days.
11% of consultants participating in the pilot returned to complete their purchases.
Client
Natura LATAM
Industry
E-commerce
Service
Product design
Period
2025
Confidentiality Notice (NDA): The screens presented in this case study were recreated exclusively for portfolio purposes.
They do not contain confidential information, real customer and/or consultant data, prices, or product codes.
Any names, documents, addresses, and other information are fictional and used for illustrative purposes only.
The layout was deliberately decontextualized and does not faithfully represent Gaya, Natura's current Design System.
Objective
Turn payment failures into conversion opportunities by enabling consultants to:
Locate orders with pending payments.
Recover their selected products.
Choose another payment method.
Complete their purchases without restarting the journey.
The primary KPI was the cart abandonment rate following payment failures. We also monitored returns for another payment attempt and recovered revenue.
Context
When a payment was declined, the order remained in the order history, but the cart could not be recovered.
To try again, the consultant had to rebuild the purchase, with the risk of encountering unavailable products or different commercial conditions.
Before the solution, the average cart abandonment rate following payment failures was approximately 80%.
The opportunity: preserve purchase intent by simplifying the process of resuming an order.
I worked in an international context, adapting the experience to different countries, time zones, payment methods, and integration constraints, while also considering the cultural specificities of a diverse Spanish-speaking Latin America, with different needs and behaviors across markets.
Latin America - LATAM
Figures and characteristics
5+
1,4 million +
multiple time zones
Spanish
consultants per country in testing
consultants across Spanish-speaking Latin America
research language
considered during validation
My role and responsibilities
Product Designer on the squad
I worked as a Product Designer from Discovery through Delivery, collaborating with the Product Owner, Tech Lead, development, QA, and stakeholders.
Discovery: benchmarking and research into opportunities across the order and payment journey.
Research: card sorting using Maze to understand how consultants organized information.
Strategy: definition of MVP scope and priorities with Product and Technology teams.
Design: design of the journey, interfaces, states, and business rules.
Validation: usability testing with consultants from different countries.
Accessibility: validation with QA, including the participation of a visually impaired professional, and implementation documentation.
Discovery
The research involved consultants from different countries, backgrounds, and age groups, with sessions conducted in Spanish and scheduled according to each market's time zone.
Through benchmarking, we analyzed the direct-selling experiences of other brands to identify opportunities in the organization of orders, order history, and payments.
We also conducted an unmoderated card-sorting study using Maze. The resulting groupings informed the information hierarchy in the order history.
Maze flow representing the unmoderated card-sorting study conducted with consultants.
Design
Payment declined → Cart preserved → Order awaiting payment → Purchase resumed → New payment method → Payment approved.
In addition to the main flow, I considered exception scenarios in which products could become unavailable, be removed from a promotion, experience stock changes, or have different commercial conditions.
The experience needed to communicate these changes and offer alternatives whenever possible.
The approach was Mobile First, but in the post MVP a web version of the solution is also planned.
Validation
We conducted moderated usability testing via Teams to assess whether consultants could locate pending orders, understand their status, recover their carts, choose another payment method, and complete their purchases.
During the project, the Gaya Design System was being reformulated to meet WCAG Level AAA requirements.
I worked with a visually impaired QA professional to validate specifications and identify implementation considerations.
I also developed a glossary and accessibility guidelines documentation to support development.
Dictionary, documentation and accessibility specifications.
Launch
From 85,000 to 140,000 pilot consultants
The controlled rollout made it possible to evaluate the solution's impact before a broader expansion. Initially, the solution was made available to Gold and Diamond-level consultants, representing approximately 3% to 5% of the network.
Results and recognition
Less abandonment, more recovered purchases. The pilot demonstrated the impact of enabling customers to resume purchases after payment failures.
80% → 69%
cart abandonment rate
R$ 1,44 million
in recovered sales during the first 10 days
89%
of consultants participating in the pilot returned to complete their purchases
11%
Of requests were completed digitally, compared with 11% through other channels (phone, email, support, etc.).
At the end of the project, I received a handwritten card from the e-commerce squad's Design Lead in recognition of my contribution to the team and the results achieved.
Key Learnings
Recovering purchase intent can be better than starting a new journey: preserving the cart reduced the effort required to resume a purchase and turned an operational failure into a conversion opportunity.
Designing for LATAM goes beyond translation: the experience required consideration of languages, time zones, payment methods, integrations, and different user profiles.
An MVP is also a product decision: prioritizing purchase recovery made it possible to focus efforts on the highest-impact opportunity, leaving complementary integrations for future stages.
Accessibility must be part of the process: collaboration with QA and implementation guidelines reinforced the importance of incorporating accessibility into design and development decisions.