Visual & UX Designer
Customer storytelling, user experience, Customer Success, Design + Brand STrategy
Transforming Citibank's Mobile Banking Experience: "The Future of the Journeys"
THE OPPORTUNITY
Citibank, traditionally known for its product-centric approach, recognized the need for a shift towards a more customer-centric model. With a revised internal structure and the formation of a dedicated customer journey team, the financial institution aimed to identify and address customer preferences across nine distinct mobile banking experiences. This initiative, dubbed "The Future of the Journeys," sought to align Citibank's mobile offerings with evolving customer expectations.
THE CHALLENGE
Armed with insights from various user focus tests and research groups, Citibank faced the challenge of synthesizing and organizing a wealth of customer feedback and user data with a goal of creating highly visual, actionable insights that would showcase the needs and desires of users across the nine identified journeys. The resulting presentations and deliverables were intended to secure executive buy-in and prioritize enhancements to Citibank's mobile banking experience.
THE SOLUTION
Citibank hired the digital research and production agency Globant to execute the “Future of the Journeys”. Multiple studios at Globant played a role in the development of the solution, including the research studio, which organized focus groups, customer interviews, and ran surveys to gather insights from existing and prospective Citi customers, and the design studio, which wrote and designed nine highly-visual customer journeys, putting “Jen”, a hypothetical Citibank customer, at the center of each journey.
As the Lead Visual Designer on this project, my key responsibilities included developing the nine visual stories that encapsulated the opportunities and insights garnered from earlier stages of the project. The visual journeys included hundreds of of mockups and wireframes to showcase the nine customer journeys. Once the design of the journeys was completed, I meticulously packaged and presented each journey to Citibank stakeholders, ensuring the journeys were not only compelling but also easily digestible.
POST “THE FUTURE OF THE JOURNEYS”
Once “The Future of the Journeys” had been wrapped, I remained assigned to Citibank as a visual designer. I worked hand in hand with Citibank’s Head of Internal Personal Bank to develop and produce an executive presentation called “The Power of Discovery”. In addition to the execution of the presentation, I storyboarded and creatively directed the development of a short video to accompany the presentation.
