The Challenge:
Traditional banking apps weren’t connecting with Gen Z—too clunky, too impersonal, and missing the social values this generation cares about. Citi needed a fresh experience that made moving money feel effortless and giving feel natural—without sacrificing trust or clarity.
My Role:
Led ux flow, white boarding sessions, visual design and ui finals
The Story
I was tasked with redesigning a new banking experience tailored to Gen Z, focusing on easy money movement and socially-driven features. I crafted a clean, intuitive app flow for instant transfers, peer-to-peer swaps, and micro-donations to causes—with clear prompts to “round up” and support what users care about. The UI was optimized for quick, one-handed use, social sharing, and visual appeal for TikTok-savvy demographics.
Citi: Banking for Gen Z (Stealth concept)
Outcome & Impact (from testing)
Tested with 15+ Gen Z users, validating key behaviors around peer transfers and donation interest
Strong qualitative feedback: users called donation prompts “easy” and “worthwhile”
Concept showed high potential for integrating cause-driven features without complicating the flow
Feasibility insights informed Citi’s roadmap on micro-donations, peer-to-peer money movement, and social banking
Rapid design cycles (2 weeks) allowed for quick iteration based on user response
Move money wireframe; quickly allowed transfers in and out among peers
Final design based off of feedback that quickly established saved and potential charity options that integrate into the banking experience
Why It Matters
This project demonstrates that I design with behavior and values in mind—not just aesthetics. I built intuitive, socially aware flows that Gen Z gravitates toward: a banking experience that moves money quickly, supports causes easily, and feels like part of their social rhythm.
Innovation
"Pods" was a concept created to meet potential customers where they were. College campuses, shopping centers and urban locations were imagined as potential banking hubs where secure, unique and personalized experiences could be utilized.
