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.

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.

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.