Citibank

Project Objective: Translate the manual process of upgrading a bank account into a native app experience that clearly communicates the benefits and legal terms to the user.

Project Role: Co-Product Design Lead
Agency: Fluid

Ideation

Work was produced quickly within 2 week sprints. We would start the beginning of each sprint with an ideation session, so the developers could get a general idea of the flow and structure of what we were thinking for the designs. 

User Flows

One tool for planning each sprint was user flows. This process helped determine the system logic and how many screens we needed to produce in design. 

Proof of Concept

In addition to my normal sprint work, I was asked to help with a few conceptual projects– like an instant loan tool and reinventing the existing ‘Know Your Customer’ experience. With the use of personas, extensive research, and conceptual mockups, I was able to flip the experiences from a product-centric approach to a customer-centric approach.

Results

The solution for the in-app bank account upgrade included a blend of educational on-boarding content with value props explaining the benefits of upgrading. By day 3 after launch, around 60 people had upgraded their bank accounts. Prior to launch, the call-center would celebrate if they got just 1 or 2 people to upgrade within that time span. This long-term collaborative project with Citi set the pathway for my company to engage in similar projects.