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Citi Apple Watch

Can you remember the last time you had cash in your pocket?  
People have become accustomed to swiping, tapping and touch paying our way throughout the day, but that behavior has led to a less than mindful approach to managing our money. 

It’s hard to track what you can’t see.
With Citi customers at the heart of our design of the first banking application for the apple watch we crafted an elegantly discreet way to access financial data while on the go, encouraging financial mindfulness with the twist of a wrist.

Download From The Apple App Store
View Details On Behance



Citi is on a mission to be the world's leading digital bank.

Finance Ecosystem

Successful banking and financial experiences requires keeping up with customers’ evolving digital expectations.
The winners in digital are those who place customers at the center of their ecosystem and strive to design radical simplicity..

Financial Services, as an industry, has significant barriers to overcome to achieve this.

Impersonal barriers have made customers cynical


Observing Customers Pain Points

“I work the system, so it doesn't work me.”

“It’s really hard to track what you can’t see.”



Be Discreet: Personal Finance


Time Savings: Buy Back Time


Access: Keys to the Citi


From Whiteboard
To Market In 120 Days

Designing a minimum loveable product for Citi customers began with assembling and co-locating Citi and IBM teams in our design studios in Cupertino and New York.

In order to launch with Apple Watch, we faced the ambuguity of designing for hardware and a human interface guideline that had not been released to the development of design communities.



When faced with the ambiguity of top secret Apple hardware, we constructed 3D printed devices from technical documentation to move us from the art of the possible to the art of the doable.


Designing The Application Architecture


Prototype Design

The following screen recordings demonstrate our iterative user interface testing using real data from an API.
Special note, high balances were used to test the text design size limitations. They are not indicative of average account balances.

Glance & Deeplinking
Multi Account
Credit Card Account
IMG_1858 2


As the design lead I worked from coast-to-coast drawing on whiteboards and in notebooks and then co-creating in Sketch with Apple's human interface teams, Citi & IBM product managers and engineers to ensure pixel perfection and user enchantment with in the contraints of the first generation of the Apple Watch device, secure data sources and privacy standards. 


                        DELIGHTFUL DESIGN

       ATM Locations


Glances that discreetly convey reminders, spend alerts, savings goals and account balances are crafted to delight customers and give them a mindful approach to financial health.



  • At the launch of Apple Watch the application was featured on Apple's Home Page
  • 1.5+ Million new application downloads
  • Increased customer ratings from 2 stars to 4.8 out of 5 stars
  • Increased organic search results 300% with Tier one press coverage
  • Recognized as the coolest Apple Watch application by Time Magazine tech editors

Selected Works

Breathe3D MasksPublic Works Design

CognitiveExperience.DesignGenerative Design + Machine Learning

Amazon Echo & Alexa DevicesProduct Ecosystem Design

CadillacAutomotive Ai: AR + VR

Citi BankProduct Design: Apple Watch App

Crypto JewsArt Exhibition

DusseBranding, Product Design, Advertising

Earth SpeaksStrategy, Product + Conversation Design

Ford Smart AdvisorAi Powered Product Design

General Motors OnStar GoProduct Ecosystem Design

Girl Scouts of AmericaAi Powered Product Design

AWS IoT Things GraphEnterprise IoT Product Design

AWS IoT EventsEnterprise Product Design

The IRC - New RootsBranding, Product Design

The MatrixDevice & Voice Game Design

Ford MobilityMobile & Internet of Things Design

Frontier CommunicationsBranding, Product Design, Advertising

Rémy MartinProduct Design, Mobile

IBM iXBranding, Org & Product Design

H3Product Design, Mobile + Wearble Tech

Speaking Engagments


Joanna routinely to speaks and keynotes at conferences, corporations, non-profits, educational and professional organizations. Her subject matter expertise is customized to meet the needs of each audience. 

View Talks
Book A Date with Joanna
+ ReadyToWear The Future Blog
+ CognitiveExperience.design
+ DesignedByUs.org


TALK: Making Magic with Ai

Ai is the tool of the modern magician. At the nascent stages of the another industrial and social revolution, magic + math, multiplied by design makes what is invariable hard — seem remarkably easy.

View All Presentations 
+ Videos 
+ Articles
+ Post Digital

#5Things Live


Begin the week with a health dose of inspiration, exploration. #5Things is a springboard for creativity, invention and thinking big. Join the optimistic intersection of design, tech and modern life on spaceship earth. 

Connect with Joanna as she explores spaceship earth

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