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Estrategic redesign

Product

Pedix

Challenge

Drive sustainable growth

Duration

4 months

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TL;DR

Pedix is a platform that helps small and medium-sized businesses sell through WhatsApp, offering an intuitive product catalog that makes ordering simple.

My goal as a product designer:

  • Remove friction and turn free users into paying customers
  • Clarified the product’s value, encouraging natural upgrades
  • Designed a scalable growth engine, reducing reliance on sales teams

The result:

➮
01

+85%

Top-tier adoption jumped from 20% to 85%. We made pricing clearer, value stronger, and plans more aligned with user needs.

02

0%

We removed the free plan. Retention held steady. Users didn’t churn, they understood the product was worth paying for.

03

35%

35% of upgrades became organic. Clearer messaging, better UX, no sales calls needed. The product started selling itself.

The process

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Map

Understand the user's needs and context

We began with qualitative research, real user interviews with small business owners across LATAM. We uncovered key pain points:

  • • Too many tools, too complex

  • • Not enough time to manage it all

  • • Pricing confusion and low perceived value

Using the ELMER Framework from Reforge, we shaped the strategy around human decision-making: emotion, logic, motivation, and reward. This shifted the product from “functional” to irresistibly valuable.

ELMER

Psychological drivers of user behavior

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Emotion

"This finally feels made for me"

Insight

Users felt overwhelmed, intimidated, or unsure they were "tech-savvy enough"

what we did

• Chose plain, empathetic language

• Avoided buzzwords, everything sounded human, warm, and familiar

Result

Users felt safe, seen, and in control Messaging removed intimidation.

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Logic

“This actually makes business sense”

Insight

Users needed a clear reason to pay. The site had to explain how Pedix worked, and why it was better than the status quo.

what we did

• Focused on WhatsApp integration, no commissions, and catalog simplicity

• Reorganized the homepage to answer key business questions upfront

• Made the pricing table radically transparent — no hidden asterisks

result

Objections dropped. Users understood the ROI within seconds

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Motivation

“This is a tool to grow, not just to use”

Insight

Pedix wasn’t just a product — it was a stepping stone to professionalization.

what we did

• Shifted tone from technical to aspirational

• Used verbs like “Boost,” “Grow,” and “Sell better” instead of “Subscribe” or “Buy.”

Result

More users perceived value in upgrading — it felt like a business move, not a cost.

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Reward

“I can see the impact right away”

Insight

Users were more likely to convert if they saw results fast.

what we did

• Added social proof (real user testimonials in a carousel)

• Used copy to celebrate key milestones (“Over 1.5M orders processed”)

• Embedded soft nudges throughout the site to create mini “win” moments

result

More users perceived value in upgrading — it felt like a business move, not a cost.

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Sketch

Collaborative sketching fueled by research-driven insights

We took raw research and quickly translated it into low-fidelity sketches.

→ What clicked, we kept.

→ What confused, we redesigned.

This early validation helped:

• Align the team on priorities

• Spot and solve friction points

• Ground every design in a real user insight

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Decide

Mapping the MVP with a user story map

To avoid bloated development, I led the creation of a user story map. We used it to:

• Visualize the ideal flow from signup to payments

• Prioritize core functionality

• Spot unnecessary features early

Result:

A streamlined MVP that delivered real value fast.

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Prototype and Test

User feedback to refine and simplify

I ran tests with real store owners to:

• Refine the messaging

• Cut cognitive load

• Improve emotional resonance and clarity

We weren’t just testing UI — we were testing the story. And when the story clicked, upgrades followed.

Redesign

See live site
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Impact

Clearer value, better conversion, stronger growth, without pushing.

+85%

Top-tier adoption jumped from 20% to 85%. Clearer value and simplified pricing made upgrading the natural next step for serious users.

0%

Free accounts dropped to zero after removing the free plan. Users stayed, proving that real value beats free when the product solves real problems.

35%

35% of upgrades now happen organically. Better messaging and UX drive conversion, no sales calls, no hand-holding.