Led design of Credit's first funnel and web experience for Mexico. Collaborated with Research, to create a consistent hybrid web/mobile experience aligning brand, marketing, and product, and establishing a scalable foundation for future launches in Latin America.
Nubank set out to bring 100% digital banking to Mexico, introducing a transparent, branchless experience in a market still rooted in traditional finance.
Most consumers were unfamiliar with digital-only banking, and building trust without physical branches was crucial. The product had to balance clarity, credibility, and compliance with local financial regulations.
As Senior Product Designer for Growth, I led the end-to-end design of Nu Mexico’s funnel experience.
1
User Research: Partnered with research to uncover local attitudes toward trust, security, and transparency.
2
Conversion Flow Design: Crafted the full funnel from first web contact to mobile registration.
3
Prototyping & Testing: Validated designs through iterative testing and refined flows for launch.
Solution + Impact
A seamless digital onboarding experience built to convert skepticism into trust. The design reduced friction, localized Nu’s Design System for Mexico, and introduced smart validations, hybrid web–app handoffs, and thoughtful microinteractions.
1
1.5× higher conversion rates than projected.
2
Lightning-fast signup reducing time from minutes to seconds.
3
Strengthened brand trust through clear messaging and UX transparency.
4
Proved market readiness for fully digital banking in Mexico.
