Payment retry in Natura LATAM e-commerce (hispana)
During my journey at Natura—one of the most recognized cosmetics brands in Latin America, with a presence in Brazil, Argentina, Chile, Colombia, Ecuador, Mexico, and Peru—I worked in agile squads following Lean principles, working in the product designer, product owner, and tech lead triad. A differential of this project was the international context: even based in Natura Brasil, I was allocated to Natura LATAM, conducting demands in Spanish and reporting directly to the Argentine coordination, responsible for managing all the brand's Hispanic e-commerce.
01 / Summary
01 Summary
02 Project's process
03 Context
04 Contexto e problema
05 Objectives
06 My role and performance
07 LATAM challenges
08 Solution
09 Results
10 Acknowledgments
11 Learnings
02 / Project's process
empathize
>
research
>
ideate
>
prototype
>
test
>
handoff
& metrics
03 / Context
Evolution of functionality in the Natura LATAM (Hispana) e-commerce to allow a new payment attempt when a purchase fails, avoiding abandonment and rework for beauty consultants. The solution preserves the cart with a "pending payment" status, allowing the purchase to be resumed from the point where the consultant stopped and only the payment method to be changed.
Audience: beauty consultants, independent resellers in the single-level direct sales model—3.1 million in Latin America (1.7 million in Brazil).
MVP (Hispana): credit card, debit card, and bank slip. Regional media were left for future phases.
Pilot impact: 11% return to resume carts, equivalent to R$1.4 million in recovered sales.
Shopping window, public image. Credit: Natura LATAM - disclosure.
Thank you.
04 / Contexto e problema
Beauty consultants are resellers of the brand and place orders to sell to the end customer. In e-commerce, it was common for the purchase not to be completed due to failures such as:
Card with no limit or declined.
Expired payment slip.
Payment method failures (including regional possibilities by country).
When this happened, the consultant had to redo the entire process (product selection → cart → checkout → payment). This rework increased abandonment and created an additional problem: products with high demand could run out before a new attempt, generating frustration and loss of revenue.
05 / Objectives
Main objective: to reduce dropouts after payment failure, allowing the consultant to resume the purchase without rebuilding the cart, with a clear understanding of the information displayed on the screen.
Criteria for success/acceptance in UX:
The consultants can find the option to resume payment.
They understand the status and information presented.
They can clearly complete a new payment attempt (considering a very diverse audience, from Generation Z to Baby Boomers).
06 / My role and performance
I worked as a product designer from discovery to delivery, including:
Benchmarking to support solutions and market standards for purchase retention/recovery.
Research with card sorting via Maze to understand how consultants prioritize information in the order history/statement after successful payment.
Design of the retry flow prototype: from purchase history to return to cart.
Usability tests with pilot consultants to validate clarity of action and understanding of information.
Collaboration with PO/TL in MVP scope and feasibility decisions.
Collaboration with the design ops team to create and evolve components used in the design system.
Ensure accessibility together with the QA (quality analyst).
07 / LATAM challenges
In addition to the technical challenges, there were specific complexities of operating in several countries:
Language and communication
Conducted interviews, tests, and alignments in Spanish, adjusting language and documentation to reduce cross-country miscommunication.
Time zones and research logistics
I organized schedules and rituals considering different time zones, ensuring the participation of stakeholders without compromising the squad's pace.
Regulatory frameworks by country
I designed the content displayed on the screen, respecting different legal obligations (what is mandatory in one country may be optional in another).
MVP vs. regional payments
The MVP did not include regional payment methods due to the time of dev. the solution already foresees evolution to incorporate local payment methods in future phases.
Confidentiality note: Due to consulting restrictions and NDA policies, I do not display screens or internal flows or interfaces publicly.
08 / Solution
The solution design was to preserve the failed purchase and allow it to be resumed in a simple way:
The cart with payment failure appears in the purchase history as "awaiting payment" for up to 48 hours.
The consultant can resume the cart exactly as it was left, changing only the payment method.
Restrictions: Promotional products or items that are out of stock before resumption cannot be redeemed; in these cases, the system offers similar products.
MVP Hispana
Available payments: credit card, debit card, and bank slip.
Regional means by country were planned for future iterations, as they require specific development by region.
09 / Results
Purchase resumption
11% of consultants returned to resume payment after the failure (pilot).
Impact on sales
Recovery equivalent to R$1.4 million in sales from successful new attempts.
Qualitative evidence
Good acceptance by pilot consultants, with the functionality being understood and used by a diverse audience (from Generation Z to Baby Boomers).
11 / Learnings
This case reinforced the value of designing for intent recovery (saving intermediate states and reducing rework), especially in e-commerce with high recurrence. It also showed, in practice, how internationalization and regulation influence UX decisions—and how research and testing need to consider real diversity (language, generations, and context of use).
10 / Acknowledgments
At the end of the project, I received acknowledgments from the design lead of the e-commerce squad for the results achieved: a handwritten card with the message “Just as flowers transform the landscape, your dedication has transformed our team. Thank you for everything!” (with the mascot Selín, from the e-commerce squads).
Fernanda Abarca, 2026