Always interesting to read real world applications of the concepts. Nubank’s framework is a mix of storytelling, design thinking, empathy mapping, …

storytelling can be used to develop better products around the idea of understanding and executing the “why’s” and “how’s” of the products. Using the techniques related to it, such as research, we can simplify the way we pass messages to the user.

Nubank’s framework has three phases:

1. Understanding: properly understand the customer problem. After that, we can create our first storyboard. When working on testing with users, a framework is good to guarantee that we’re considering all of our ideas.
2. Defining: how we’re going to communicate the narrative. As you can see, the storyboard is very strategic when it comes to helping influence the sequence of events and craft the narrative. Here the “movie script” is done. Now make de “movie’s scene”.
3. Designing: translate the story you wrote, because, before you started doing anything, you already knew what you were going to do. Just follow what you have planned… Understanding the pain points correctly, we also start to understand our users actions and how they think. When we master this, we can help the customer take the actions in the way that we want them to, to help them to achieve their goals.
4. Call to action: By knowing people’s goals and paint points, whether emotional or logistical, we can anticipate their needs… guarantee that it is aligned with the promises we made to the customer, especially when it comes to marketing. Ask yourself if what you’re saying in the marketing campaigns are really what will be shown in the product.