At Nubank, we believe that innovation isn’t just about building products—it’s about reshaping how people engage with their finances. This belief was at the heart of our presentation at the George UX Conference 2024, held in Vienna, a global hub for user experience excellence.

The conference brought together some of the brightest minds in design and product development, and we were honored to join the stage alongside innovators who are rethinking experiences in industries worldwide.

Our team was represented at the event by César Wedemann, Product Director & General Manager, and Ellen Kiss, our Design Director. Here’s a glimpse into the insights we shared and the lessons we brought back to continue revolutionizing finance in Latin America.

Challenging complexity, empowering people

Our story began a decade ago with a bold ambition: to challenge traditional banking and empower people to take control of their finances. At the George UX Conference, we explored how this mission drives everything we do—designing for simplicity, transparency, and accessibility in a market historically dominated by complexity.

César Wedemann, Senior Product Director and General Manager at Nubank, shared:

When we started in 2013, the financial landscape in Latin America was highly concentrated, with a few large banks controlling the majority of accounts. Fees were high, credit was limited, and experiences were often frustrating. We saw an opportunity to do things differently.

Today, Nubank serves over 110 million customers across Brazil, Mexico, and Colombia. This journey from disruption to scaling was fueled by relentless focus on user-centric design and innovative products that resonate deeply with our customers’ needs.

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Turning challenges into opportunities

At the conference, Design Director Ellen Kiss delved into the pivotal role of design in Nubank’s journey. She highlighted how we’ve tackled challenges and transformed them into opportunities to surprise and delight our customers.

One standout example was the launch of the Nubank Dog Card. When we noticed that customers were frequently requesting replacement cards after their dogs chewed them, we saw a chance to turn frustration into joy. The result? A playful, toy version of our iconic purple card—a moment of delight that exemplifies our commitment to customer happiness.

Another key milestone was merging checking and savings accounts into a unified experience. In Brazil, these accounts traditionally existed separately, creating inefficiencies for customers. By combining them, we simplified how people manage their money while tackling the challenges of cost structure and regulatory complexities.

Scaling innovation sustainably

Our growth over the past decade—from a single product to a comprehensive ecosystem—has been guided by a set of principles that ensure scalability without compromising user experience. At the heart of this approach are our five core values:

  • We want our customers to love us fanatically; 
  • We are hungry and challenge the status quo; 
  • We think and act like owners; 
  • We build strong and diverse teams; 
  • We pursue smart efficiency;

These principles connect over 8,000 Nubankers worldwide, helping us design products that not only solve problems but also foster trust and delight.

For example, our Street Mode feature enhances app security by adapting functionality based on a user’s location. This ensures sensitive information is protected in untrusted areas without compromising convenience.

Another innovation discussed was PIX Financing, which combines Brazil’s real-time payment system with credit solutions. This allows customers to access discounts often offered for PIX payments, even if they don’t have sufficient funds in their accounts—a clear example of financial empowerment in action.

Redefining what’s possible with design

Ellen shared how our design principles, such as prioritizing trust and simplicity, have been integral to our success. By focusing on clear communication and building tools that meet real customer needs, we’ve created experiences that resonate on a deeply personal level.

One such innovation is our goal-based savings tool, Money Boxes, which shifts the narrative from overwhelming investment options to tangible, achievable goals. By helping customers save for vacations, education, or retirement, we’re empowering them to take control of their futures—one milestone at a time.

Reflections and next steps

Participating in the George UX Conference was a valuable opportunity to reflect on our journey and exchange ideas with leaders in user experience design. While we’re proud of what we’ve accomplished, we know there’s still much to do.

As César Wedemann noted,

At Nubank, we often say it’s still Day One. The financial industry in Latin America—and globally—has a long way to go. But with innovation, design, and technology as our allies, we’re excited to continue reshaping how people interact with their money.

We left Vienna inspired by the incredible ideas shared and invigorated to keep challenging the status quo.

If you’re curious about the principles guiding our work or want a closer look at our design practices, check out our dedicated Design section in the current blog, Building Nubank.

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