CitiDirect Client Journey Mapping
This project represented one of the global workstreams for CCB’s Digital Transformation. We performed discovery and validation research with a number of clients to understand their experience with Citi and how their experience can be improved.
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).
The challenge
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.
The solution
We completely redesigned the account opening process, and did it based on over 120 in person user interviews with Citi clients.
The proposal will go live in 2021