Nubank— Member Get Member
Motion Design Product Design
Created with:
Jac Mattioli - Designer
Cesar Berje - Illustrator
+ a team of Frontend Devs
Back in 2018/2019 we created an experience to encourage users to invite friends to use Nubank's app.
Member get member has been one of the most important sources of growth for Nubank when it was a new company, and at the time of this project, the referral curve was starting to flatten.
The challenge was to encourage referrals via app to drive quality growth, which also gave us the opportunity to introduce more sophisticated visual assets and motion.
Our goal was to raise referrals by +1 per customer, which at the time would already mean a huge growth impact for us.
To solve this problem we aimed to create a fun experience that uses a sense of progression to engage customers to invite friends to Nubank.
After a number of co-creative sessions with our designers, we came up with a concept: Rescue your friends from the bank queue.
We created a dashboard where each time a user would refer a friend to use our app, one person would be removed from the bank queue.
This way we created a gamified sense of progression that encouraged new referrals.
We used Lottie to implement animations that are lightweight yet fairly complex and expressive. This approach also helped us reduce the lift on engineering side, making the development possible in a relatively short timeline.
With the new feature we had an average of +2 invited friends per customer (peak of 6), which was well above our goal of 1 referral per customer.
During the rollout phase, we also created promotional videos which were launched as a way of creating awereness about the new feature.
Created with:
César Berje - Design/Ilustration
Gabriel Barbério - Copywriting
Malu Fialho - Planning