Redesigning a sensitive experience
Mobile Landing Page for 100PESO
Company
Role
Team
PM, UX, dev
& data analyst
Timeline
Resume
Problem
Low trust brand in a sensitive market, affected by credibility crisis, counterfeit products, and aggressive communication that pushed users away.
Solution
UX repositioned as a trust driver through education, transparency, and expectation setting, aligning product, experience, and brand credibility.
Results
400%
Monthly revenue
50%
Conversion rate
367%
Average order value
10,5%
Monthly traffic
Full Story
Actress Flavia Alessandra holding 100PESO
Overview
This project focused on repositioning 100PESO, a Brazilian health and wellness e-commerce brand specialized in natural weight loss supplements. Even with a product proven to be effective, the brand faced a critical challenge around perception and trust in a highly sensitive and competitive market.
The main product was a capsule-based supplement made with natural ingredients. Growth was limited not by demand, but by lack of trust. Users questioned the brand's credibility, product safety, and the realism of its promises.
Problem
The challenge went beyond conversion. It was about trust. The weight loss supplement market was going through a credibility crisis, driven by frequent reports of unsafe formulas. Even without direct involvement, 100PESO was affected by this broader negative perception.
The brand faced active counterfeiting: unauthorized products were being sold as originals, without quality control or regulatory approval — putting consumers at risk and eroding trust from the inside out.
Internally, communication was aggressive, promise-heavy, and poorly educational. For a more informed and critical audience, this caused immediate rejection. The challenge was to rebuild trust without harming commercial performance.
Reports of unsafe formulas and health risks.
Original product vs pirated versions that harmed the brand.
Approach
Interview support team
I worked directly with the customer support team to map recurring questions, frustrations, and behavior patterns. Three key issues stood out: difficulty identifying the original product, insecurity about ingredients and usage, and frustration from short-term purchases with limited results.
Integrated decisions
Based on these insights, I made decisions connecting the physical product, the digital experience, and the brand narrative. UX moved beyond interface design and began guiding brand positioning decisions.
Communication trade-off
One of the most important decisions was adopting a less aggressive communication approach, even knowing it could reduce short-term conversion. The bet was on more sustainable growth, lower churn, and long-term reputation.
Context awareness
Every decision considered the sector's regulatory landscape, the user's emotional state when dealing with health and weight loss, and the reputational risks involved in each communication choice.
Solution
"Treat UX as a credibility driver, not just a usability layer. Instead of pushing sales with agressive communication, shift focus to education, expectation alignment, and full transparency across the experience."
Authenticity
Experience redesigned to make the original product clearly identifiable and actively combat counterfeiting.
Transparency
Ingredients, dosages, and safety clearly explained. Results communicated realistically, without empty promises.
Ongoing support
90-day program with money-back guarantee + in-house nutritionist follow-up, turning a purchase into a long-term relationship.
New packaging and label of 100Peso with anti-piracy security mechanisms.
Before
Aggressive, promise-heavy communication
Hard to distinguish original from counterfeit
Ingredients and dosage poorly explained
Unrealistic expectations generating frustration
UX as a visual layer
After
Educational, realistic, transparent communication
Clear identification of the original product
Ingredients, dosage, and safety clearly explained
Expectations aligned with real outcomes
UX as a credibility instrument
old
new
Results
Results were significant within a few months. Monthly revenue grew by over 400%. Conversion rate increased by 50%. Average order value increased by 10.5%. Monthly site traffic grew by 367%.
More important than the metrics was the shift in perception. 100PESO moved from being seen as just another supplement brand to being recognized as trustworthy, transparent, and focused on real outcomes.
+400%
Monthly revenue
+50%
Conversion rate
+367%
Average order value
+10,5%
Monthly traffic
Key Learnings
UX has a direct impact on trust, especially in sensitive markets. Interface, content, product, and strategy must work together to sustain credibility.
Honest communication leads to better decisions, lower frustration, and healthier long-term growth for the business.
Leading UX in low-trust environments requires the discipline to avoid easy promises and take responsibility for long-term results.
100PESO's in-house nutritionist team
Desktop version of the new 100Peso landing page.
