NUBANK
MONEY BOXES
About the Business Area
Caixinhas was born in the company's Investments area, the one that tackles clients' necessities for saving and investing their money.
About Nubank
Nubank is a well-known Brazilian digital bank, aiming to remove traditional banking bureaucracy by offering a digital-only platform for managing finances.
Empowering users to organize money while seeing it yield, blurring the line between saving and investing
Collaborate on early product concepts with a diverse team to release the first version to users.
My role
Clarifying scenarios through craft, aiding decisions in meetings with diverse stakeholders across hierarchies.
Build, along with my peers, short, medium, and long-term visions so the product can be iterated and reach its full potential
Iterate the project according to what we build, measure, and learn release after release
Ensure stakeholders can contribute and approve the product’s releases at a reasonable pace.
PRODUCT PANORAMA
Opportunity Understanding
As an out-of-the-box company, Nubank understood these needs as an opportunity to reinvent how users save money in LATAM. The goal is to build a product different than all saving accounts traditional banks already offer.
The Piggy
Where it all started
Since 2018, the "Piggy" feature (savings account) was created for users to save money like a traditional bank. Shortly after its release, users requested improvements to segregate savings by goals.
Hypothesis
We believe in the strategy of empowering our users to save money and make it yield at the same time without having to pass through the burden of thinking on investment variables. The money users save will be applied to low-risk investment assets, uniting both concepts: saving and investing.
This concept fuels other deliverables, such as allowing users to save money according to their goals - as they ask for -, therefore creating an emotional connection between users and the act of saving money.
We also understand seeing their money organized and yielding makes them eager to save more consistently, which is a win-win for both sides: users and the company, tackling both their necessities.
Primordial insights
Testing first concepts
Working with the Research Team, we downloaded findings to define product and design premises to guide the project. We learned that:
Creating Money Boxes feels like second nature, helping users to reason about their financial lives.
It also makes tangible the importance of saving and having money yielding - even if just a little.
Customers highlighted the importance of expanding the moments and spheres of celebration.
Personalized images and naming of caixinhas are highly relevant for that and for engagement too.
Project premises
Closely with our UX Researcher peers, we defined the premises that guide the project.
01
Drive emotional connection
02
Be immersive
03
Abstract the investment language
THE FIRST
RELEASE
Challenges
Embrace the app narrative
MoneyBoxes doesn't exist in a limbo. The experience must connect with other products and services that exist in the app, which makes it a cross-company project.
That requires several rounds of alignments and productive collaboration with peers from all around Nubank to design a consistent and cohesive product that tells a story and fits right in the app ecosystem as a whole.
Aim for quality
Being close to the financial assets team to define the best financial products to fuel money boxes yielding safety;
Working closely with Nubank's Design System team to guarantee consistency;
Mapping opportunities to offer Money Boxes in the app structure.
Results
After 1 month with MoneyBox gone live
+ 166M
created Money Boxes where being actively used
+ R$ 139M
in income, which means ~R$ 848
per Money Box
+ 128M
active clients
+ 2,4%
of conversion in 4 weeks
(team expected 2,0% in a month)
IT’S STILL DAY ONE
Iterate to reach Money Boxes’ full potential
Increase emotional conection and fuel money saving drive
Using our users’ profile pictures, mentioning by their names, keeping things simple and their dreams in focus to increase emotional connection over and over.
These studies were crafted and tested for months and can be in production differently than what was being studied by then.
Let users reach the next level
As we guide users through their journey of saving money, we will also guide them to save their money in different types of investment products inside their Money Boxes, always making it simple, intuitive and abstracting the investment language and complexities.
Recognition for quality and
disruptiveness that keeps growing
from
2,1Mi Boxes
in 2022
to
16,6Mi Boxes
in 2024
Thank you
Feel free to reach me at LinkedIn or
e-mail me at annawaack@gmail.com
Special thanks
Great projects are not made alone. Thanks to the project product, engineering, and design leadership.
Also, all the development peers and PMs involved in this giant project, as well as my close and dear peers Rosa Panerari and Cris Leão (content writers), Monique, Nayra, and Elizete (Researchers) and every area that participated in critiques and tested the product over and over again so it could come out perfectly.
Our collaboration is forever eternalized in this product.