Nu Product Vision

Nu Collections Product Visioning 2025 – 2030 • Staff Product Designer

Renegotiating debt: from friction to financial recovery

A product vision for reimagining how millions of people in debt interact with Nubank — moving from a transactional, stressful experience to one that is preemptive, personal, flexible, rewarding, and genuinely helpful.

Customers in debt

Debt is stressful, opaque, and isolating. Existing renegotiation flows feel punitive — not designed to actually help people get out.

Business

Collections is a high-stakes, high-volume problem. Bad experience drives churn, damages brand trust, and reduces recovery rates.

Outilined vision

A debt experience that feels like Nubank is on your side — not collecting from you.

01

Preemptive

Act before the problem escalates

02

Helpful

AI recommends the best path

03

Personal

Empathetic, localized tone

04

Flexible

User-controlled proposals

05

Rewarding

Progress feels like winning

Signal

Spending pattern above average detected by AI — triggers a proactive notification before the due date.

Global scale

Same UX pattern, localized for PT, EN, ES, DE, ZH — proving the design system is robust enough for international rollout.

Key moment

Recommendation is created and surfaced on the home as a persistent widget, user can save it for later without committing.

Design intent

Reduce cognitive load. The AI does the work so the user doesn’t have to navigate menus or calculate options manually.

User control

Modify the recommendation, adjust terms, see how each option affects their timeline. Power without complexity.

Speed

Designed for fast commitment — the goal is to remove friction between understanding and contracting the offer.

Emotional arc

Stress → agency → progress → celebration. Each phase of the journey has a distinct emotional design intent.

Retention hook

Reward deposited in Caixinhas ties debt recovery to the broader Nubank savings ecosystem — deepening engagement.

Beyond recovery

The product doesn’t just solve the current debt — it equips the user to avoid the next one. Financial health as an ongoing relationship.

Finantial dashboard

Fades in, navigates the user through insights, and closes — a lightweight AI presence that informs without overwhelming.

Regarding design hooks and modular definitions

Module mission (what is it intended for)

In most cases where the Design System is a collection of possibilities and an atomic format, the Design Hook layer for the product absorbs this complexity and can bring purpose and meaning to the standardized elements.

It is possible to systematize our visual language (using our Design System) and open up new opportunities for experiments with total reuse. This implies productivity for design, less cost (less time) and greater visual consistency.

Use of colors: less warm, more human vibe

This palette, selected from the Design System, balances seriousness with a sense of care.
The purple tones reinforce a strong and trustworthy identity, while greens and blues introduce calmness, closeness, and empathy. Neutrals soften the experience, avoiding excessive warmth and creating a more balanced feel.

It’s less about being warm, and more about being human: approachable, clear, and respectful of the user’s moment.

Empathy & Support Module

We focus on helping, not judging.
Each interaction is designed to reduce pressure and create a sense of safety.

Let’s find the best solution together.

We’re here to help. You can count on us.

Encouraging Action Module

We guide action with clarity and low friction.
No pressure — just simple steps forward.

Let’s start? We can take the first step together.

Move forward at your own pace.

Positive Solutions Module

Highlight what can be done — not what went wrong.
The experience reframes problems into clear, achievable paths.

Let’s make it easy for you to get back on track.

Solutions that bring ease, clarity, and peace of mind.

Modular System Logic

Inspired by Industrial Modular Architecture, each module is designed to work independently and in combination.

JTBD → What the user needs to solve

Actionable → What they can do now

Convenience → How easy it feels

Where strategy meets craft in design decisions

The modular approach allows flexibility, consistency, and scalability — adapting the experience to different contexts while maintaining a human tone.

Technical influence

The visioning became the experience framework guiding the BU’s product and design decisions for the next years — approved at director level.

Framework

Adopted as experience guidance for the Collections BU

Early AI

One of Nubank’s first AI-powered negotiation flow concepts

Director

Validated by Product & Design leadership as strategic direction

Experience framework

The 5 principles — Preemptive, Helpful, Personal, Flexible, Rewarding — became a shared language for how the BU evaluates and builds new experiences.

Roadmap influence

The storyboard served as a construction guide — shaping how new features were scoped, sequenced, and designed across the coming years.

The real impact

This wasn’t a speculative concept that lived in Figma. It became organizational infrastructure — a shared vision that gave the team permission to build differently, and a framework that outlasted the project itself.

1st Place GenAi Nu + AWS

Incentive for the adoption of AI-driven solutions that solve real problems (without AI-slop). In addition to authorship, I was also recognized for my work using Vibe-Coding solutions, micro-interactions, and design process management with a focus on governance evolution.