Nubank Nunos

Designing and launching Nubank’s customer engagement program through strategic design and experimentation.

Company: Thoughtworks

Role: Senior Product Designer

Year: 2023

Context

Nubank is the largest neobank in Latin America, offering financial services to 122 million customers across Brazil, Mexico, and Colombia. Despite being highly successful, the company lacked a way to recognize and reward its most loyal clients. This need led to the creation of Nunos, Nubank’s customer engagement and rewards program.

Nubank Nunos rewards missions list screen

Challenge

The goal was to design a customer engagement program that went beyond transactional points. Nunos needed to not only reward everyday financial actions but also encourage healthier money habits, integrate seamlessly into Nubank’s ecosystem, and create an emotional connection with customers through thoughtful design, storytelling, and gamified experiences.

Design Approach

In collaboration with Nubank’s teams, we co-created Nunos through rapid test-and-learn cycles. As Senior Product Designer, I structured the information architecture, designed screens and flows, prototyped interactions, aligned components with the Design System, and supported user testing, ensuring the customer remained at the center through gamification, storytelling, and strategic design.

Solution

With Nunos, we turned everyday financial activities into engaging missions that unlock rewards. Users can earn Super Chests with exclusive prizes like cashback, coupons, streaming discounts, e-commerce vouchers, and branded Nubank gifts. The design balances simplicity for new users with fun and depth for highly engaged customers, creating a playful and motivating experience for all user profiles.