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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

DESIGN STRATEGY

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

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Bank
Finance Ecosystem

Successful banking and financial experiences requires keeping up with customers’ evolving expectations. FinTech start ups begun disrupting the primary financial relationship (PFR) by inventing new financial experiences. This led 31% of traditional banking customers to jump to a FinTech as their PFR in one year. What became evident, was the winners in digital are those who place customers, not their accounts, at the center of their ecosystem and strive to design radically simple experiences.

Thirty-seven percent of consumers now say a FinTech firm is their most-trusted financial services brand, compared with 33% who name a bank as their most-trusted brand and 12% who say they trust a wealth management firm the most. Further, 51% of Gen Z and 49% of millennials named a FinTech as their most-trusted financial brand, a sign of incumbent brands’ struggle for relevance with younger audiences.

Financial Services, as an industry, has significant barriers to overcome to achieve this.
When we examined the "As Is" state of the customer experience, we found dated 'security'and impersonal barriers that required customers to navigate a maze of disconnected, illogical paths. 

Maze

Working backwards from the customer
The following verbatims reflect frustration and mistrust amoung over 50% of respondents in a n=1,500 longitudinal study.

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

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

“They've turned me in to a hacker to
manage my money everyday, everywhere”

DESIGN Concept

earth's borderless bank

DESIGN PRINCIPLES

The following set of considerations formed the basis of a fluid customer experience that make managing financial lives as seamless as purchasing a book on Amazon. 

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Money

 

Discreet:
Personal Finance

Time


Time Savings:
Buy Back Time

Keys


Access:
Keys to the Citi

MATH & MAGIC

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.

 

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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.

FullSizeRender

Designing The Application Architecture

Archectutre

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. 

IMG_1188
IMG_1342
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IMG_0905
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             DELIGHTFUL DESIGN

    ATM Locations

Savings_Mock

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.

Account_Alert_Device_Small

DESIGN THAT DELIVERS RESULTS

- At the launch of Apple Watch the application was featured on Apple's Home Page
-  1.5+ Million new application downloads
- Increased App Store 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
- Citi Named World's Best Digital Bank 2020 by Global Finance Magazine

Press_Coverage

Selected Works

HumanFXProduct Design

Breathe3D MasksPublic Works Design

CadillacAutomotive Ai: AR + VR

Citi BankProduct Design: Apple Watch App

CognitiveExperience.DesignGenerative Design + Machine Learning

Crypto JewsArt Exhibition

Girl Scouts of AmericaAi Powered Product Design

General Motors OnStar GoProduct Ecosystem Design

D'USSÉBranding, UX

Earth SpeaksStrategy, Product + Conversation Design

Ford Smart AdvisorAi Powered Product Design

The IRC - New RootsBranding, Product Design

AWS IoT Things GraphEnterprise IoT Product Design

AWS IoT EventsEnterprise Product Design

John DeereProduct Design + Ai

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

Amazon Echo & Alexa DevicesProduct Ecosystem Design

SPEAKING ENGAGEMENTS

Talks_Image_jpb

Joanna is a known as a headline speaker and keynote 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 Joanna To Speak

+ Tune In To DesignedBy.show Podcast
+ ReadyToWear The Future Blog
+ CognitiveExperience.design
+ DesignedByUs.org

 

FEATURED TALK: Making Magic with Ai

Artificial intelligence (Ai)  is the tool of the modern magician. Amidst the great global reset, and another industrial and social revolution, Ai aided design (a.k.a Generative Design) unites math + magic to make what is has been invariable hard — seem remarkably easy.

 + Presentations  |   + Videos    |    + Articles

VODCAST: #5THINGS LIVE

5Things

Begin the week with a healthy dose of inspiration and 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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