The objective of Scaly is to build an e-commerce platform for legal and accounting services aimed at LATAM founders who want to create companies in the United States. In this initial stage, the team worked on the preliminary definition of the MVP scope, the organizational structure of the squad, and exploratory research on the market. Everything documented in this first section was considered a working hypothesis, subject to continuous validation by the research team and adjustments according to insights discovered in the following weeks.
Starting with a business-first mindset rather than a purely aesthetic one ensured that every design decision was tied to conversion and revenue from day one. This prevented the team from falling into the trap of designing beautiful screens that did not solve real user pain points.
After the first week of work, the active team was structured as follows:
| Member | Role | Main Responsibility |
|---|---|---|
| Fernando Vergel | Product Design | Guardian of product coherence and business vision. Bridge between design and revenue. |
| Diego Marin | UX / NoCode Dev | Technical architecture in Webflow and viability of integrations (Stripe, CRM, UX). |
| Maria Sol Bruna | Graphic Design | Visual identity of authority and support in technical implementation. |
| Matias Ron Ares | UX Research | Market validation, identification of user pain points. |
| Julieta Escat | UX Writing | Humanization of legal language. Translation of technical jargon into trust messages. |
| Alejandra Ramirez | UX / UI Design | Interaction design, wireframes of the main flow (Landing + Quiz). |
| Aylen Diaz | UX / UI Design | Post-payment onboarding experience and confirmation screens. |
LATAM entrepreneurs who want to open a company in the United States face three main barriers:
Scaly seeks to position itself as the middle ground between technical automation and the educational transparency that the Latin user needs. The strategy focuses on:
