CITI + APPLE
FIRST BANKING APP ON 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
BUSINESS STRATEGY
Citi is on a mission to be the world's best digital bank.
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SITUATION
In 2014, successful financial experiences enable a smart money management. FinTech start ups had begun disrupting the primary financial relationship (PFR) by inventing human-centered financial experiences. This led 31% of traditional banking customers to jump to a FinTech as their PFR in one year. If tradional banks wanted to retain customers and reverse the trend, leaders had to invest in innovations with radically simple experiences.
WORKING BACKWARDS FROM THE CUSTOMER
In a (n=1,500) a SERVQUAL & EXQ field study, conducted in multiple cities, customers were given a set of routine money management tasks with e.g.searching for new PFRs, transfering money, checking balances, bill pay. The moments of truth reflected the quality and the
flexibility of the service the complexity and time on tasks at each stage of the journey.
2014 'AS-IS' CUSTOMER JOURNEY
The following "As Is" state outlined state of Citi's customer experience highlighting processes, friction gaps or issues with the mode of operations. Dated security mechanisms, impersonal barriers and time consuming procedures required customers to navigate a maze of disconnected, illogical paths with dead ends that discouraged routine money management tasks.
ENDURING DESIGN CONCEPT
earth's
borderless bank
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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.
Discreet Transactions
Time Dividends
Keys To The Citi
WHEN VISION MEETS VELOCITY
120 DAYS.
400 SKETCHES, 1 RELENTLESS VISION.
Sometimes the biggest leaps forward come from refusing to wait.
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 ambiguity of designing for hardware and a human interface guideline that had not been released to the development or 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.
ARCHECTECTING THE EXPERIENCE
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.
As the design lead and organizational leader, 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.
CUSTOMER DELIGHT MADE REAL
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.
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
Results Lauded
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