NuBank
Defining a new customer value proposition for future market expansion
COMPANY
NuBank
I led design for this competitive pitch exploring how NuBank could evolve its customer value proposition for future market expansion. While the work was not selected, it reflects my approach to designing identity-rich, culturally resonant product experiences that translate across geographies.
This work was created in response to NuBank’s early exploration of international growth — a direction that has since been publicly referenced by the company’s leadership.
Note: This is speculative concept work and does not reflect NuBank’s final product or strategy. Shown with respect to the brand.
TEAM
ROLE
RAKHI MOHINDRA - SR DIR DEAL TEAM
HEMA JAGTIANI - SR DIR DEAL TEAM
WILLIAM TIKI - DESIGN AND EXPERIENCE STRATEGY LEAD
ERIC CHEN - SR DESIGNER
ADAN ZEPEDA - SR GRAPHIC DESIGN MANAGER
HOI YEE - SR GRAPHIC DESIGNER
DESIGN & EXPERIENCE STRATEGY LEAD
THE OPPORTUNITY
As NuBank was weighting expanding to new markets, it needed to evolve its customer value proposition resonate with an increasingly complex and broader audience
THE INSIGHT
The COVID-19 pandemic have made all of us rethink our relationship with money. We not only use money in nu ways, but money also means something nu and different to each and everyone of us.
THE SOLUTION
We call these nu, diverse attitudes towards money, nuMoney
THE SOLUTION
NuMoney signals to consumers that nuBank is more than a new entry in the market. nuBank is here to reset the conversation about what money means to each and every one of us and the role our bank should play in it
