Nubank 2023

A Payments Assistant focused on a centralized financial life

TEAM | Laurence Alves (Senior product designer) and Karine Lima (Product designer)

MY ROLE | Lead product strategy and vision, visual and interaction design, prototyping, prioritization and iteration 

Context

Payments Assistant is a personal assistant that offers a complete overview of the users’ most important financial obligations and upcoming commitments, empowering them to control – and be in control – of their financial life.

Apart from centralizing, Payments Assistant helps customers easily pay or automate their recurring payments, letting them know what happens with their bills every step of the way. 

This solution – and all the technology beneath it – works so customers have peace of mind and save time to spend on things that they truly enjoy. The essence of self-driving, starting with their day-to-day financial responsibilities.

Problem scope

We wanted to take Payments Assistant to a whole new level, leveraging users to add more commitments as a PMF Research indicated that true product activation comes with customers adding 4 and more commitments.

On the other hand, Payments Assistants had a a manual process that required multiple customer inputs in the addition of a commitment and several experience problems in the dashboard – the heart of the product.

👉 We had a drop on our Sean-Ellis Score on July. The perception of users was that the Payment Assistant is an innovative tool but doesn't allow its function (centralize financial commitments) to be fully accomplished.

But first, you should understand how the a bill gets paid in Payments Assistant…

and how, our commitments are separated by method of payment, status and their capabilities…

goal

Help customers avoid worries and debts related to their financial commitments, while simplifying their burden of managing monthly bills.

👉 Use a proactive and personalised approach on the payment flow

👉 Facilitate users to realize the value of centralization with a more organized visualization

👉 Focus on focused on the bill journey through its changes till’ payment

Constructing this improved Payments Assistant

Guided onboarding

👉 What: Contextual and personalized suggestions of bills


👉 How: Make the adding a bill of the onboarding process faster and more proactive – getting ahead of users’ needs


👉 Hypothesis: Anticipate the experience of Payments Assistant by removing welcome screens and and other integrated products presentations and taking user directly to guided dashboard.


👉 JTBD: I want to better organize my steps for today's and tomorrow's goals

New dashboard structure

👉 What: restructuring the organization of the sections in the feed


👉 How: making them more generic with the objective of being able to encompass more use cases


👉 Opportunity: Showcase the difference between scheduled and non scheduled commitments, stimulating action and giving peace of mind on those scheduled commitments


👉 JTBD: Visualize all my current commitments in one single place and To view in one place the information needed to make my payments, including available balance, due dates, and payment methods

Premises of initiative

👉 show, don't tell
👉 be proactive
👉 drop-dead simple
👉 progressive disclosure

After that

  • Qualitative research

    Usability tests to validate new concept

  • Break into releases

    [Mentored an intern] created smaller and phased deliverables

  • New integrations

    New dashboard structure allowed the platform to scale and in integrate ew products

  • Vision 24+

    Start looking to 2024 product strategy and a long term vison

Achievements

Since this initiative, we had 56% growth on AP MAU

engagement

81% growth in users with 4+ commitments

goal

Growth in Sean-Ellis Score. +8 p.p. for users with 4+ commitments

PMF metric

Buscador integrated in Payments dashboard improved commitments addition by 31%

goal

Next

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