Ultravioleta
Ultravioleta is Nubank’s Black credit card, created for customers with higher financial engagement and expectations around benefits, usability, and long-term value. Launched as an evolution of Nubank’s standard credit card, Ultravioleta combines financial advantages, exclusive services, and a distinct brand positioning within the Nubank ecosystem. The project began at launch, focusing on establishing both the product experience and the acquisition strategy for a new Black card segment.
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.context
Discovery and context At launch, Ultravioleta was available only to existing Nubank customers through an upgrade flow from the standard credit card. This acquisition model limited direct access to the Black card and added friction for users who were already eligible and interested in Ultravioleta from the outset. A key strategic challenge was enabling a direct acquisition path, allowing users to become Ultravioleta customers without first onboarding through the standard card experience. This required rethinking the end-to-end onboarding journey while preserving consistency with Nubank’s existing account and credit card infrastructure. - The problem involved balancing two needs: - Replicating a proven, large-scale onboarding flow; - Creating a differentiated Black card experience for users with clear eligibility and potential for Ultravioleta.
.strategy
Strategy and experience design The solution was the creation of Ultravioleta First, the first onboarding flow that allowed users to enter the Nubank ecosystem directly as Ultravioleta customers. This flow mirrored Nubank’s existing account and card onboarding, while introducing experience and content adaptations aligned with Ultravioleta’s Black card positioning. Key moments were redesigned to communicate value, benefits, and differentiation without breaking familiarity or trust. A central component of the experience was a card selection decision point. An onboarding market screen was designed to allow users to compare the standard Nubank card and Ultravioleta side by side. Users could navigate between both options in parallel, understand the differences in value proposition, and make an informed decision. This approach increased transparency, supported user autonomy, and aligned acquisition strategy with business goals.
year
2021 - 2022
timeframe
120 days
tools
Figma
client
Nubank
.UV-first aquisition
The solution was the creation of Ultravioleta First acquisition journey, the first onboarding flow that allowed users to enter the Nubank ecosystem directly as Ultravioleta customers.This flow mirrored Nubank’s existing account and card onboarding, while introducing experience and content adaptations aligned with Ultravioleta’s Black card positioning. Key moments were redesigned to communicate value, benefits, and differentiation without breaking familiarity or trust.
A central component of the experience was a card selection decision point. An onboarding market screen was designed to allow users to compare the standard Nubank card and Ultravioleta side by side. Users could navigate between both options in parallel, understand the differences in value proposition, and make an informed decision. This approach increased transparency, supported user autonomy, and aligned acquisition strategy with business goals.
.roxinho upgrade
In parallel, the phisical and virtual card management experience was redesigned across the Nubank ecosystem, covering both Ultravioleta and the standard credit card.
The work included improvements to:
Card visualization and management
Copying and sharing card details
Adding cards to digital wallets
Registering cards on e-commerce platforms and third-party services
These changes had platform-level impact, as the same experience patterns and improvements scaled to all Nubank customers, increasing consistency and usability across the app.
Ecosystem evolution
As Ultravioleta matured, it became a foundation for additional premium services within Nubank’s ecosystem. Products such as NuTag expanded the value proposition beyond the card itself, reinforcing Ultravioleta as a broader platform of integrated financial and lifestyle experiences.
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