The Solution: State Design and Architecture
My role was to design the end-to-end flow, focusing on information architecture and communication for each state: Open Issue, Under Review, Approved, and Denied. The design ensured that clarity and honesty were the priority at every touchpoint, replacing frustration with a sense that the process was fair and actively managed by Nu.
Impact and Rationale:
By adopting this intentionally simple and empathetic tone, the design directly addressed market pain points. The strategic rationale was to build a genuine connection with users, ensuring they felt respected and in full control of their decision. This is crucial for driving conversions in the context of highly sensitive financial products.
This project demonstrated my ability to manage the complexity of transactional flows involving multiple touchpoints and to design solutions for highly sensitive scenarios. The success of the experience lay in ensuring that the user—regardless of the final outcome—felt informed, respected, and guided at every step of the trust-building process.
