I was the designer responsible for Nubank’s first social feature, and I worked alongside another product designer on the company’s first fully social experience, NuBolão.
The goal
Build a feature that could increase brand awareness for Nubank while also driving more referral-based sign-ups to the platform.
The problem
A World Cup has 64 matches in one month, around four per day. That meant 128 fields to fill out. We could not let the experience become tedious, so we worked on a version that could be completed in as few steps as possible.
Sketches
I started by mapping the possible flows and creating several distinct concepts instead of committing to a single direction. Since another designer would also be joining the project, these concepts gave us common ground for discussion and helped us explore different possibilities together.
In-person usability test with 12 participants
Once the prototype was ready, I worked with a UX researcher to conduct an in-person usability test with 12 participants. It was Nubank’s first in-person usability test since the pandemic.
The solution
We created an in-app betting experience that was simple and did not require any previous knowledge of football or betting.
At the first navigation level, users could create groups, see their position in the overall ranking, access their bets, and find relevant information about the World Cup.
Placing bets needed to feel as effortless as possible, since there were 64 matches in total. Most users only placed bets on the matches happening that day, so we optimized the experience around that behavior.
Users also had access to an overall ranking, with cash prizes for the winners. This created a recurring incentive to return and place new bets throughout the day, matching the rhythm of roughly four matches per day.
Groups were a core part of the experience, allowing users to compete with friends and family while still participating in the broader Nubank ranking.
Users were encouraged to play with friends and family. They could create as many private groups as they wanted and participate in multiple prediction pools.
⭐ More than 700,000 new signups
⭐ 8 million unique users making predictions
⭐ 298 million predictions across World Cup matches
⭐ Badges left as a positive legacy for future initiatives
⭐ Record user engagement on the bank’s platform
The project earned a Guinness World Records title by breaking the record for the largest number of participants in a prediction pool over a one-month period, with 7.3 million people.
