Vol. I · The Invitation

The Invisible Aura
of Luxury.

Growth Product Management for premium digital journeys.

◦ Concierge note

Arthur Luna. Growth Product Manager, founder and operator. Building premium ecommerce, lifecycle and product systems for brands with true value that want to become timeless.

I see Luxury not as something defined by fancy or expensive objects, but as a complete experience: a series of carefully designed touchpoints that make people feel seen, valued and unique. In a world shaped by speed and hyperconnectivity, luxury is built not only through high quality products and excellent service, which I see as fundamentals, but also through meaningful experiences: the taste of food, the act of listening to and watching stories unfold, and the appreciation of design created both by human hands and by the greatest architect of all: nature.

Explore the journey ⟶Talk about luxury, growth and product

§02 · The Architect

A founder operator who reads the whole journey, not only the funnel.

Arthur Luna is a Brazilian founder and Growth Product Manager with experience building ecommerce, lifecycle, CRM, product and operational systems across premium fashion, B2B/B2C SaaS, legal tech and creative strategist.

I see conversion as the result of carefully designed micro steps. Through testing, user research and behavioral insights, we can find what resonates with customers and translate that into clearer journeys, stronger engagement and higher conversion.

Three companies founded. One closed, one pivoted, one scaled. Years inside premium ecommerce and building a luxury brand. Years leading a product squad as PM.

◦ Capabilities

01
Premium Ecommerce
Architecting storefronts that protect brand value while compounding revenue.
02
Growth Product
Discovery, hypothesis, prioritization, shipping. Outcomes over output.
03
CRO & Funnel Optimization
Reading behavior, removing friction, sharpening the path to purchase.
04
Lifecycle & Retention
Email, WhatsApp, SMS and clienteling designed as relationship infrastructure.
05
Data Informed Decisions
GA4, Clarity, Metabase, Looker. Numbers used to confirm intuition, not replace it.
06
Founder Execution
Three companies founded. The instinct to ship, the patience to refine.

§03 · The Desire · Verana

Hero case

Premium brand growth, with luxury sensitivity.

Co founder and ecommerce, lifecycle and product lead at Verana, an emerging Brazilian fashion brand. The brief was simple in words and difficult in practice: grow revenue and conversion without spending the brand's perceived value to do it.

I · Proof, in numbers

Revenue 2023: R$ 121.9k
Revenue 2025: R$ 249.4k
Orders, 2023 → 2025: 350 → 607
AOV, 2023 → 2025: R$ 348.50 → R$ 410.38
AOV, 2026: R$ 442.33
Email share of revenue (30d): 8.6%
Email platform ROI: 15.11x
Conversion lift (recent): 0.45% → 0.65%

II · What was built

Brand elevation

Rebranding treated as a slow rise in perceived value: visual language, fabric language, retail and digital tone aligned around one idea.

Desire creation

Campaigns built as emotional arcs. Anticipation, story, product, styling, social proof, offer. Discount used last, not first.

Ecommerce funnel

PDP rebuilds, checkout copy, free shipping logic, first order incentive, review surfaces. Every step rewritten from the buyer's posture.

Lifecycle systems

Welcome, post purchase, browse, cart, winback, close friends (Instagram). Email, SMS and WhatsApp working as one relationship layer.

Premium customer experience

WhatsApp clienteling, events, curated styling. The store as a doorway, not the whole house.

Data informed merchandising

Behavior, sell through and customer interviews used to inform what we launch, when and to whom.

Conversion optimization

Hypotheses prioritized by impact and effort. Tests designed so that even the failures protect brand value.

§04 · The Itinerary

CRO & Journey Design

Two journeys, one grammar.

An ecommerce funnel and a luxury travel request share more than they admit. Both ask the customer to spend trust before money. Both depend on a small set of well placed humans behind the interface. The same product thinking applies.

Verana

01Discovery⟶
02Desire⟶
03PDP⟶
04Cart⟶
05WhatsApp & Email⟶
06Purchase⟶
07Post purchase⟶
08Rebuy⟶
09Community

Premium travel

01Discovery⟶
02Inspiration⟶
03Trust⟶
04Trip request⟶
05Human expertise⟶
06Proposal⟶
07Booking⟶
08Experience⟶
09Return

Identify friction. Understand desire. Protect trust. Move the user forward without breaking the premium feeling.

◦ Approach

01
Read
GA4, Clarity, store analytics, customer interviews.
02
Hypothesize
Frame the problem in a sentence the team can defend.
03
Prioritize
Impact over effort. Brand risk weighed alongside lift.
04
Implement
Ship the change cleanly. Keep the diff small.
05
Measure
Look at the metric. Look at the customer's posture.
06
Iterate
Keep what works. Retire what does not.

◦ Insight · Hypothesis · Action · Metric

Insight
Low perceived value on PDP
Hypothesis
If we lead with story, fabric and styling, perceived value rises before price is read.
Action
Rebuilt PDP hierarchy. Story, fabric, finishing, styling, then specs and reviews.
Metric
Conversion 0.45% → 0.65%
Insight
High mobile traffic, friction in checkout
Hypothesis
If we redesign mobile first across PDP, cart and email, drop off should narrow.
Action
Mobile first PDP and email templates. Sticky add to cart. Cleaner checkout copy.
Metric
AOV moved from R$ 410 to R$ 442
Insight
Hesitation between intent and purchase
Hypothesis
If a real human appears at the right moment on WhatsApp, hesitation becomes conversation.
Action
Clienteling layer on WhatsApp triggered by behavior, kept calm and unscripted.
Metric
Email + WA share: 8.6% of revenue
Insight
Cart abandonment at scale
Hypothesis
If we recover with care instead of urgency, the brand keeps its tone.
Action
Cart and browse flows in Klaviyo. Quiet copy, no countdown timers.
Metric
15.11x ROI on email platform spend
Insight
Promotion risk to brand value
Hypothesis
If we replace discount with gifts, bundles and storytelling, margin and aura both hold.
Action
Gift with purchase, curated bundles, editorial drops instead of sale weeks.
Metric
Margin protected, repeat orders rising

§05 · The Concierge Layer · Sunne

Building operational infrastructure for complex journeys.

Product Manager at Sunne, a B2B/B2C SaaS platform in renewable energy. The work was not only shipping features, but building the infrastructure behind a complex operation: centralizing fragmented systems, mapping operator journeys, translating business rules into product flows, and turning raw data into guided action.

◦ The work, named

Product leadership

Led a squad of five developers and two UX designers in a B2B/B2C SaaS environment, connecting discovery, backlog, delivery, and business outcomes.

Back-office infrastructure

Helped build a new internal back-office from discovery to implementation, centralizing information previously spread across Google Drive, HubSpot, the old backoffice, MongoDB, and Slack.

Operator journey mapping

Mapped operational journeys, business rules, service workflows, playbooks, flowcharts, and documentation so the software could reflect how the company actually worked.

Data into action

Worked with data teams and MongoDB-based structures to create Metabase and Looker Studio dashboards that became action views, not only reporting layers.

Complex workflow simplification

Designed and shipped a financial reporting and repasse flow that replaced spreadsheets and ad hoc emails, saving 60+ hours/month across finance and operations.

Better experience, better retention

Used support tickets, NPS, research, sales objections, and Clarity signals to turn friction into product hypotheses, features, educational touchpoints, and email/WhatsApp communication journeys.

§06 · The Experience · Frend / Changes

Storytelling as Experience Design

Product without story does not sell easily.

Full creative direction of a collection for Frend: from concept and palette to print, launch strategy and musical narrative. A study in how meaning, rhythm and detail turn a product into an experience worth remembering.

I · Concept

"Change. The dance of life. Realizing that the weight of the world out there lies in the observer, not in what is observed."

Two anatomical hearts forming the brand name. A small print on the chest. A larger sentence held in the head. Old brand letting go, new brand arriving.

Print 01 — Frend Changes — Print · 01
FREND
Typography composed from living things. To live is to change one's mind.

Print 02 — Changes — Print · 02
Changes
Two bodies, ripples on water. What changes around also changes within.

Print · 03
Ouroboro
Caterpillar in a cycle. Life is change · bring new · better people. The brand in motion.

Print · 04
Open your heart
Two anatomical hearts forming the brand name. Change × Frend, two sides of the same organ.

Print · 05
Changes — Cashew
Cashew as metaphor for transformation: fruit, nut, flower. One plant, several lives.

Print · 06
Calma Veloz
Change the lens and see life again. Closed minds don't open doors.

II · Palette

Colors of change.

Sun yellow

#E8C547

Tie dye green

#7A8C5F

Sand beige

#D9C8A6

Deep purple

#3E2A4A

III · Launch strategy

Top of funnel

Out-of-focus teasers, analog photo essay, micro-influencers receiving the plain piece with the new logo and reacting.

Mid funnel

Founders telling the story on video. Street interviews about 'change'. Behind-the-scenes of the shoot.

Bottom of funnel

Detailed unboxing, fit guide, first-purchase coupon, clear exchange/return policy.

+ musical content: a roots samba/pagode recording with seasoned elders — "in the broth life serves you" — reinforcing the Brazilian soul and authenticity of the collection.

IV · What this proves

Building narratives that sit underneath product, not on top of it.
Translating an abstract idea into garments, prints and a campaign.
Designing experiences customers can still describe a year later.
Treating launch as choreography, not as a calendar entry.

§07 · The Traveler

Travel as expanded consciousness, not only movement.

"Travel has taught me new ways of living, relating, and perceiving. It takes us out of repetition and opens space for the new — and in that encounter, we rediscover ourselves."

When a trip is on the horizon, life feels lighter.

Soon, there will be time to be present, to step outside routine, and to surrender to the experience of being somewhere new. Travel moves us away from the repetition of daily life and creates space for discovery. In contact with the unfamiliar, the self observes, reinvents itself, experiences life differently, and creates memories that give meaning to being alive.

Through travel, I have made friends who became family. I have also turned family into friends by sharing moments, places, and experiences that could not have existed inside ordinary routine.

To help create a journey is to build an experience of care. To serve someone through travel is to offer energy, attention, and presence so another person can feel special, seen, and held by the experience. I see this kind of service as an act of love — close to the spirit of seva — finding something sacred in the act of caring for another human being.

I have been served by travel many times. Today, what moves me is the possibility of joining a project like Zicasso and directing my personal energy toward creating unique, thoughtful, and memorable experiences for others.

◦ Field notes

Frames from the road.

§08 · Personal essay

How am I?

"A seeker of truth. Drawn to expanding consciousness, human connection, and peace through a calm mind."

I see myself as a seeker of truth. I believe life is fundamentally about learning, and that happiness is, in the end, peace.

I was born in Fortaleza, in the northeast of Brazil, into a family of doctors. From an early age I became fascinated by entrepreneurship. By solving problems, building things from uncertainty, and discovering myself through the process of creating value for others.

I love being in nature. Surfing. Reading. Learning. Observing life closely. I believe the essence of human beings is love, and that we are slowly moving toward a more connected world.

After founding three companies, closing one, pivoting another, and scaling the third, I now bring everything I have learned into a single pursuit. Becoming an international reference in ecommerce, lifecycle and relationship driven growth.

◦ A short inventory

What I know about myself, so far.

Origin: Born in Fortaleza, in the northeast of Brazil, into a family of doctors. I chose a different path: entrepreneurship, problem solving, finding myself by creating value for others.
Belief: Life is fundamentally about learning. Happiness, in the end, is peace. The essence of being human is love.
Body: I nurture it with food, movement, strength training, yoga, capoeira and surfing.
Mind: I nurture it with therapy, meditation, writing and long, unhurried time in nature.
Companionship: What I value most is sharing life with my wife. Quiet days at home, weekends at my grandmother's countryside house.
Legacy: I have recorded more than twenty hours of conversations with my grandmother. One day I want to turn them into an animated film, so my future children can know her wisdom.
Music: I play guitar and write songs as a way of translating emotion into something tangible. Seven original songs so far.
Internet: I see it as an opportunity to practice what I call immaterial generosity. Sharing ideas, reflections and experiences that help people feel more conscious and more human.
Center: Someone interested in the intersection of systems, creativity, emotion and human connection.

§09 · The Return

Retention & long term value

The journey does not end at conversion.

Retention is not only a metric. It is the memory of a good experience, returned to the brand in the form of another order, another conversation, another quiet recommendation.

01
Confirmation
The first message after purchase. Sets the tone for everything that follows.
02
Post purchase
Care notes, styling guidance, what to expect. The product before it arrives.
03
Arrival
Unboxing as a small ceremony. Packaging that earns its weight.
04
Review
Asked once, asked well. Treated as conversation, not as task.
05
WhatsApp
Available, never intrusive. The brand answering as a person.
06
Cashback & loyalty
Reward as remembrance, not as bribe.
07
Close friends
A smaller list. Earlier access. A quieter relationship.
08
Education
Fabric, styling, care. Reasons to come back without being sold to.
09
Repeat
The second purchase. The real beginning.

A first purchase is a stranger paying for trust. A second purchase is a relationship.

§10 · The Next Journey

Let's talk about luxury, growth and product.

I am ready to help build premium digital journeys with taste, data and care. Available for remote work, aligned to U.S. timezones. Open to in person and hybrid collaboration in 2027.

Quiet confidence, slow attention, fast execution.