Citi ID

In 2018 Citi Bank gained an interest in customer data protection and storage. Testing the concept of creating a digital identification/ central personal information hub, allowing customers to take control of their digital footprint.

Date

2019

Client

Citbank

Category

Mobile App

Project Overview

In 2018 Citi Bank gained an interest in customer data protection and storage. Testing the concept of creating a digital identification/ central personal information hub, allowing customers to take control of their digital footprint.

Design Challenge

To gain a better understanding of the personal/file storage space and its potential users.
An attempt to combine business requirements with user needs.

To create a product/feature that helps in the following:

Awareness
Education
Action

Project Goals

Answer customer need and streamline the storing and real time functionality of important personal information and data.

Create new feature set within the current application.
Educate users on taking control of their digital footprint.
Create/Define User Personas

Design Process

Design Mood-board
Research competitive landscape
Develop user personas
-Head of household
-Asset Manager
-High net worth clients
Wire framing concepts
User Test (2 Rounds)
-Unbranded Concept
-Branded Concept
-Refine designs based on learnings

Visual Mood Board

Un-Branded Stimuli

Branded Stimuli

Branding Concpets

Key Metrics

514 Citi customers TESTED via Cspace

49%

Are at least
somewhat interested

29%

Are uninterested

70%

At least are potential customers

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