Citibank.
Time for Smart Banking.

Re-Thinking The Banking Ecosystem

Waiting times in Japanese branches were long. Everything was product-centered—based on outdated assumptions about people.

But data and new technology brought the possibility of a system that could listen and respond to each customer’s needs.

We designed a branch architecture that optimized the flow of people in peak and low-traffic hours. Staff behavior models prioritized co-operation and transparency, placing them side-by-side with customers, their screens on full display. Training was now delivered in a model branch, simulating the real-life service environment.

Digital interfaces were designed around customers’ needs, from the ground up, while localized content streams brought up-to-the-hour information from the world outside.

We expected Japan’s young and tech-savvy to embrace Smart Banking. But it was the enthusiastic endorsement of Citi’s older customers that proves innovative services can also be accessible.

Channel Strategy

Creating a fundamental shift in Citibank’s customer experience required a design approach that integrated all aspects of the business.

A channel strategy made relevant to customers’ needs and lives. A new ecosystem, ranging from mobile to multistory, with facilities when and where the customer need them. Architecture that created a revolutionary new design posture and experience. Faster, more personal interactions. A core set of values that required rethinking the products and services, environments, behaviors, technology and communications. Every aspect of the brand and every touch point was included in a strategic solution designed to increase customer satisfaction and take Citibank into the future.