THE CLIENT
CITIBANK
the TEAM
Dylan Bobier | Designer
Sylvia Benn | Copywriter
Alice Petrova | UX Architect
Aria Manoochehri | Producer
Mikayla Munnery | Marketing Science Analyst
Liam Kelly | Developer
THE ask
Create a bluesky, mobile-only banking product experience with a compelling value proposition targeted at Millennial users.
their problem(s)
68% of Millennials reported making reactionary purchases as a result of #FOMO
- Citizen Relations, 2017
84% of Millennials say they have delayed major life plans as a result of the economy
- Forbes, 2012
the iNSIGHT
Millennials focus on what they can experience now as a distraction from an uncertain future.
our solution
Citibank can’t disappear the debt or heavy financial obligations, but we can make it easier to face by changing the way you bank.
Less transactional, more approachable, and maybe even a little bit fun.
introducing
A new mobile banking experience that's all about gaining speed with strong direction. An upward momentum into an attainable future.
It's that push to get users on a course to financial freedom faster — and to keep them sticking to it.
