My role

In my role at Nubank, I was responsible for the Lending Experiences, with a particular focus on exploring initiatives to improve our growth and conversion. A significant part of my work involved interacting with the users to gain valuable insights into their experiences and validate our lending experience’s efficacy.

My responsibilities also included ensuring the quality of Nubank's already well-known solutions, while overseeing both the UI and UX aspects of our new loan experiments to improve conversion. Supporting research initiatives, managing stakeholders, ensuring alignment among multiple designers working within different loan products, and exploring core common parts of our global lending experience weyre also common in my routine.

Top Up Challenge

In Brazil, taking out a loan often carries a stigma due to high interest rates and the risk of severe debt. Designing lending solutions that balanced user needs with business stability was therefore a significant challenge.

Through extensive research, we discovered that many users needed access to a new loan while still managing an existing one. This raised a core question: how could we provide loan extensions in a way that was efficient, secure, and sustainable, without exposing users to a snowball effect of growing debt?

Some other question also included:

• Is Top Up a feature that people show interested in
• What’s the best way to communicate extending a loan with a simple behavior
• Do the changes in the loan conditions improve second or multiple loan conversions?

What’s the impact on conversion rate, nps, delinquency and contact rates

Our process

In order to increase conversion and recurrence, we used our offer abilities to give some flexibility when hiring a second loan, letting people start paying their second loan installments after the first loan installments are already paid. To reach that, we went through a process of understanding, exploring, and then validating our hypothesis

Our approach was to design conditions that incentivized users to take a new loan responsibly. This not only improved conversion and recurrence, but also offered better terms and greater visibility into loan opportunities.

~ // Key steps to address the challenges

• In-depth research to better understand the specific need for topping up an existing loan as opposed to acquiring a completely new one. This phase delved into the nuances of user preferences and requirements.

• Explored different conceptual approaches based on the insights gained from the research and user feedback. This exploration aimed to develop innovative solutions that could seamlessly integrate into the existing user experience.

• Implemented usability tests to validate the viability and user-friendliness of the proposed concepts. This step ensured that the solutions not only met user expectations but also provided a smooth and intuitive experience.

• Collaborated with stakeholders and engaged with other design areas to align the proposed concepts with the overall business strategy and maintain synergy across different aspects of the product. This alignment was crucial to guaranteeing both quality and consistency in the final implementation.

• Defined the approach for the initial test and collaborated closely with engineers to refine the technical aspects of the proposed solution.