NURI

Project Overview

NURI, at the time was one of the most sought-after startups in the FinTech space, known for pushing the boundaries of finance and technology. The role encompassed several key areas and helped me grow as a Design Generalist. My primary ownerships were:

• Website: Ensuring that the website consistently reflected NURI’s innovative brand identity and user-centric design.
• Performance Marketing: Leading the production of high-volume marketing campaigns, generating 80-100 assets per set, to fuel user growth and engagement.
• CRM: Shaping personalized communication strategies to nurture customer relationships and boost retention.
• Brand: Safeguarding a cohesive and forward-thinking brand image across every platform and channel.
• Marketing <> Product Bridge: Facilitating seamless collaboration between marketing and product teams, aligning objectives and messaging.
• Product Marketing: Creating product-focused narratives that effectively communicated key features and benefits to users.
• Ensuring Brand Consistency: Maintaining a unified and consistent brand experience across all departments, from marketing to product development.

Brand Story

NURI emerged from a vision of Cryptocurrency enthusiasts to transform personal finance by merging traditional banking with digital innovation. Aiming to empower individuals, the platform offered an accessible, user-friendly experience that combined banking services with cryptocurrency trading as well as investment options. With a modern design and a focus on transparency and diversity, NURI positioned itself as a trusted partner in achieving financial freedom, challenging conventional banking norms and inspiring a new generation to embrace the digital economy.

Marketing Design System

Co-developing NURI's marketing design system involved close collaboration across multiple departments, ensuring a cohesive visual language and efficient workflows. This system significantly streamlined the production of large-scale assets such as performance ads, where 80-100 variations were needed per set. The challenging part was the color accessibility, as the brand colors were very non-traditional for the banking space.

This involved a lot of discussion between the multiple teams at NURI, and I also made the initiative to extensively check the design system accessibility (contrast ratios, sizes). With this, we had to do adjustments for color, which was reflected as well on the product side.

* Co-developed with Vicky Dimoupulos

Web Design

Initially collaborating with a web agency for NURI's website builds, ownership was later taken over to implement a customized approach that aligned with the brand's vision. This transition allowed for greater efficiency in creating multiple landing pages, resulting in the development of over 100 unique pages during the tenure, each designed to enhance user engagement and conversion rates.

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App Store Optimization (ASO)

At NURI, I took full ownership of App Store Optimization (ASO) for iOS and Android screens. Although we initially planned to hand this over to an external agency, their designer struggled to use our brand assets correctly. To maintain brand integrity, I assumed responsibility for ASO until the end of my term, and we got featured on an ASO design aggregator website as a featured brand.

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Video (Product and Marketing)

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Performance Marketing Design

Taking over the majority ownership of performance ads (static/HTML5) for Nuri involved managing a high volume of assets, often totaling 80-100 per set. To streamline the workflow, a flexible design system was created that allowed for quick adaptations and empowered content editors to independently create and modify assets, significantly improving productivity and turnaround times for marketing initiatives.

CRM, Transactional & Legal

Managing CRM and transactional emails for Nuri involved a slight lack of flexibility due to automation of emails through an API, which limited customization options. Despite these constraints, it was essential to maintain brand consistency while ensuring legal compliance in email asset design, safeguarding both the company and its customers.

Bridging Designer to Product & Marketing

As a bridging designer between the product and marketing departments, responsibilities included fostering collaboration to ensure cohesive messaging and user experience. This role involved hands-on management and collaboration with the Product Designers, aligning marketing goals with product functionality and creating a seamless user journey that integrated both aspects effectively. Specific use cases are generating happy paths, checking diversity/inclusivity amongs others.

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