CitiDirect Client Journey Mapping
Client Journey Mapping & Process re-design
CitiDirect supports multiple transaction types across multiple geographies, subsidiaries, and currencies within CCB (Citi Commercial Banking). Users can manage accounts, payments, receivables, liquidity, trade, foreign exchange and reporting across the globe with CitiDirect online, mobile and tablet versions.
Duration 6 months
Tools used Sketch
My role Lead user interviews, Lead UI Designer
Step 1
What are we doing?
This project represented one of the global workstreams for CCB’s Digital Transformation.
We performed discovery and validation research with over 120 of Citi’s Commercial banking clients to understand their experience with the bank and how it can be improved.
Our team was formed with
1 Product owner
1 Researcher
2 Product designers
A project that took over the world
We conducted interviews across two continents, North America (Canada, USA and Mexico) and part of Asia (Japan, Singapore, China and India).
Through this process, we identified that out of all the operations available within CitiDirect (managing and opening accounts, payments, receivables, liquidity, trade, foreign exchange, and reporting), the account opening process was the main pain point throughout the different continents.
We decided to focus on it, refine the process, and present a proposal to the users we were interviewing.
Step 2
Solution time
From a printed form of 30+ pages to a streamlined digital experience.
Before we came in, the account opening process for big companies consisted on a printed form method. Users were printing 30+ pages long forms that had to be presented in person to their account representative with the bank or mailed to their assigned physical branch.
The clients we interviewed were coming into the sessions with multiple forms printed out to show us exactly what they wanted to change. Users knew this process inside and out and were extremely prepared to provide feedback on it.
After weeks and dozens of validation sessions, we presented a final proposal to replace the account opening process and users loved it.
The account opening process consisted of 6 main steps that carried through globally, and within them, we included all the necessary information to follow regional banking regulations.