Citibank

Citibank NEO

Product Designer- UX @ Fluid (Acquired by Configure)

Overview

We were tasked with designing the strategy and visual concept for Citbanks first Neo-banking product.   By improving people’s relationship to their money, Citi wanted to position NEO as a mobile banking product that allowed users to know more, save more, and ultimately spend more.

My Role

I was hired as a UX designer to develop the high level strategy, flow, and UX approach to the product.   I helped with strategy workshops, discovery sessions, and research synthesizing.   

Team

Scott Spinger, Design Director
Pam Tamayo, Visual Designer

Design Toolkit

Problem

🤖 Banking has’t changed

Checking accounts have remained largely the same since the 9th century.

🪴 Bad banking habits

Banking members largely have one goal. Grow their wealth. They don’t, however, totally understand how many variables play a role in god banking habits

🪣 Account options limited

To limit personal banking to two types of accounts would completely ignore themagnitude of difference in each customers personal finance style.

🎁 Customers don’t feel valued

How do you justify fees and value? One stop shop for banking and wealth management, all through mobile phone. As well as perks Eg No atm fees, free membership to citibikes

👋 Customer needs not recognized

We identified some common reeds across the bank customers in their 30s/40s:  Grow my moneyReady me for key life momentsProtect my futureEnable my lifestyleManage my moneyRecognize my valueSupport me (advisory)

Work

Research

Citibank provided the Fluid team with some research and user stories they had identified through their own studies. To kick off the discovery process, we combed through hundreds of pages of data and insights to develop the best strategy for their audience, and for the market they wanted to compete in.

Discovery

Discovery started by workshopping the needs of users. We wanted to have a clear mind map of how users think about money, what actions they take, and what value they expect.

Experience Mapping

With a thorough understanding of our audience, their interests, and their values - we workshopped around a few core pillars of the product we found important - money management, education, and rewards. The goal of this sprint is to synthesize the user research into thoughtful user experience. We would map high level flows and distill thourse concepts into indivual user experience flows and more refined concepts

Benchmark + Content Onboarding

Using rich marketing content driven by social and geolocated markers. NEO encourages sign-ups using dynamnic marketing data presented in engaging ways.