Armed with insights from various user focus tests and research groups, Citibank faced the challenge of synthesizing and organizing a wealth of customer feedback and user data with a goal of creating highly visual, actionable insights that would showcase the needs and desires of users across the nine identified journeys. The resulting presentations and deliverables were intended to secure executive buy-in and prioritize enhancements to Citibank's mobile banking experience.

Citibank hired the digital research and production agency Globant to execute the “Future of the Journeys”. Multiple studios at Globant played a role in the development of the solution, including the research studio, which organized focus groups, customer interviews, and ran surveys to gather insights from existing and prospective Citi customers, and the design studio, which wrote and designed nine highly-visual customer journeys, putting “Jen”, a hypothetical Citibank customer, at the center of each journey.

As the Lead Visual Designer on this project, my key responsibilities included developing the nine visual stories that made up the Future of the Journeys. For each journey, it was critical to visually convey the opportunities and insights garnered from earlier stages of the project, like the user testing and focus groups. The visual journeys I developed included hundreds of of mockups and wireframes to showcase the nine customer journeys. Once the design of the journeys was completed, I meticulously packaged and presented each journey to Citibank stakeholders, ensuring the journeys were not only compelling but also easily digestible.