Tiendanube admin · Research
More responses, less friction
Microcopy and behavior iteration for an in-app banner to increase survey participation.
View caseProduct-Oriented Content Designer & UX Writer
Florencia Frumento
I design user experiences where content guides, simplifies, and connects.
About me
Content with a product mindset
Product-Oriented Content Designer & UX Writer
My background in Literature and my interest in technology led me to work at the intersection of language, experience, and business.
I design user experiences through content with a product mindset, where every word helps structure information, guide decisions, and improve usability.
I invite you to read more about me and #GiraFlor. 🌻
Selected work
Case studies
A selection of projects where content played an active role in product experience, conversion, and journey clarity.
Professional practice · Workshop
Designing the purchase decision
Research, heuristic analysis, and a mobile Amazon flow redesign to better support purchase decisions.
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My portfolio · Content Design + UX/UI + AI
GiraFlor: from my profile to a digital product
From content and visual identity to building my bilingual portfolio, published and iterated on with AI assistance.
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Digital product · UX/UI + AI
Ristretto, my microfiction app
From an everyday reading problem to a digital experience designed, prototyped, built with AI, and connected to Contentful as its CMS.
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Tiendanube blog · Growth
CTA for store migration
A/B testing content and hierarchy to open a new conversion point toward a strategic landing page.
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Lead generation · SEO/GEO
Downloadable resources
Reports, ebooks, playbooks, and landing pages conceived as complete lead-generation experiences.
View caseExperience
Professional path
A journey across content, product, digital projects, and communities, where I bring together language, research, and data to design better experiences.
Content Strategist
I designed content strategies and digital experiences at Tiendanube, focusing on acquisition and conversion journeys. I worked on landing pages, flows, microcopy, in-app experiences, and organic channels.
I combined research, behavioral analysis, usability testing, and A/B tests to identify friction and iterate on solutions. I led SEO strategy and CRO initiatives in collaboration with teams.
Key takeaway: a holistic view of content as part of the product, connecting people’s needs, data, and business.
Technical project manager
I managed Cooperation and Innovation projects related to education and culture. I coordinated activities, tracked budgets, prepared reports on results, and organized in-person and virtual events.
Key takeaway: tools for managing complex projects, bringing teams together, and communicating clearly with different stakeholders.
Community Manager
I led the orchestra’s content, social media, communications, and press strategy. I developed content for different platforms and analyzed results to optimize reach, boost engagement, and strengthen the community.
Key takeaway: I learned to connect narrative, audience, and brand, as well as use data to strengthen communities.
How I work
From content to implementation
Beyond designing content, I can turn an idea into a functional prototype and publish it. That’s how I built this bilingual portfolio, bringing together UX decisions, writing, and AI-assisted development.
I work with code
I use the terminal, VS Code, Git, and GitHub to iterate on projects and review changes through pull requests.
I structure content
I work with HTML, CSS, Markdown, and JSON to shape interfaces and structured content.
I prototype and publish
I use Codex or Lovable to develop and iterate, and Firebase Hosting to publish web projects.
Contact
Let's design better experiences
I'm currently looking to join a UX team within product, partnering with design to create intuitive and memorable experiences.