THE CLIENT

Citibank

the TEAM

Yana Tsanov | Senior Designer
Sylvia Benn | Copywriter
Alice Petrova | UX Architect
Jacqueline Vale | Producer

THE ask

Put our real-time personal loan applications into our customers’s hands with a native app flow that feels simple and personalized.

our solution

We know a loan can make a big difference in someone’s life, so let’s empower them from start to finish with a native application that feels less like a form, and more like a service.

An experience that is:

Quick
With existing customer info, we only need to ask relevant questions.

Friendly
Conversational in tone, effortless in feel with manageable steps.

Encouraging
Providing a flexible, positive personal loan experience that builds excitement for life’s big moves.

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 concept 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.