Senior Product Designer
2020
/
Product Design
Nu is a financial technology company offering a no-annual-fee credit card and a digital account with 24/7 access to funds. Focused on transparency and user control, Nu aims to simplify financial services for its customers.
My role & responsibilities
As a Senior Product Designer focused on growth, I was responsible for designing the website and application flow for Nubank (Nu Mexico). My primary focus was designing the funnel experience, from the website's first contact to the registration flow and intersecting this with the Mobile App experience. I helped the research team conduct user interviews and testing, created concepts and prototypes, delivered the final design, and assisted with the QA process to ensure proper implementation.
The challenge
Understanding the specific context of banking services in Mexico, including the needs of target users and local banking regulations, was the primary challenge. As one of the first 100% digital banking experiences for the Mexican population, building brand trust was crucial. We conducted extensive user interviews to gain insights and define the project’s direction.
Goals
Our main goal was to create the most seamless, memorable, and easy-to-use experience in the market, converting prospects into loyal customers. We focused on crafting a great first impression, providing clear brand messaging, and minimizing friction throughout the application process.
Research & insights
Visitors didn’t clearly understand Nu as a company and product. Many sought additional information from social media. Users wanted to trust Nu and searched for legal aspects of the company. Users needed a clear value proposition and better explanations of digital banking benefits.
Design Direction
Created an easy-to-use flow with minimal steps, ensuring clarity on requirements. Used key animations strategically for a delightful experience. Reused Nu's Design System components while adding country-specific elements (e.g., Autofill location, RFC component).
Key Features
Capturing prospect emails from the homepage for re-marketing.
Pre-filling user information to reduce cognitive load.
Assisting users with RFC validation to avoid drop-offs.
Implementing a hybrid flow integrating website and mobile app seamlessly.
Impact
Faster applications—reducing the sign-up time to just a few minutes.
Higher conversion rates—expanding the client base by 1.5x beyond expectations.
Exponential growth—delivering a strong first impression that fueled Nu’s rapid expansion in Mexico.
Learnings
01
Capturing prospect emails from the homepage for re-marketing.
02
Pre-filling user information to reduce cognitive load.
03
Assisting users with RFC validation to avoid drop-offs.
04
Implementing a hybrid flow integrating website and mobile app seamlessly.
For more info about this project, feel free to reach out:
hello@ricardoada.me