(II)
NuCoin 2.0: Macro Design & Vision
My design work was crucial during the definition of the initial strategy, aligning the vision and securing approvals for critical trade-offs with C-level leadership to create a viable MVP. Given these constraints, the strategic goal became maximizing perceived value through: non-financial, gamified experience, social elements, and luck-based mechanics. mechanics.
Once the high-level strategy was set, I initiated the design of the macro experience and core elements, defining the entire "Gamified Loyalty" concept and high-level structure. This scope included the creation of the main user flows, layouts, core components, and visuals. This phase required alignment with both the Design System and Marketing teams to ensure consistency.
(III)
Designing Mechanics and MVP Launch
After the core experience was established and validated, the work shifted to the detailed definition of mechanics and specific in-app flows. This involved executing the complex, high-engagement features to fully realize the gamified vision. Key design deliverables included:
✎ Thematic Quizzes: Designed the high-stakes, time-based quiz component that drives engagement through competition. This included the design of the real-time Leaderboard and the win condition, where the top 100 users win a special prize.
✎ Surprise Chest: Created a robust, componentized design system allowing for distinct chest designs corresponding to different user loyalty levels. This system also supported merchant-specific visual branding and featured interactive animations built using Rive.
✎ Tickets & Coupons Exchange: Detailed the end-to-end redemption flows where users exchange NuCoins for high-value rewards, like entertainment tickets (e.g., museums, exhibitions) and external merchant discounts.
(IV)
Product Evolution
Following the successful MVP launch, our focus immediately shifted to data-driven evolution and optimization. My work in this phase is centered on evolving the product based on customer data to iterate on core mechanics, improving usability and retention, and designing new mechanics based on feedback and business needs.
In parallel, I've been helping scale Rive across the entire Nubank application, transforming our animation capabilities and elevating the user experience beyond the NuCoin project.
Stay tuned for more updates as we rapidly evolve the product toward a full market launch.