CITI Ventures
Exploring new territories for the bank through the incubation of innovative products
Challenge
CITI wants to increase its consumers’ mobility
Citi Ventures Studio is based in San Francisco and has several missions. Promoting innovation inside Citi with an incubator-like program to develop employees ideas and experiment in new promising areas to discover relevant innovation opportunities for the bank.
Code and Theory has a long-lasting relationship with Citi Ventures’ Extract and I participated to a specific project around Mobility whether it is geographic, career or financial mobility.
Method
Product Design - From lean startup canvas to quick prototypes
From a rough idea around increasing mobility to fully-working prototypes, we used a highly-collaborative and iterative approach based on design thinking, lean startup methodologies or GV sprint.
After brainstorming and with a lean startup approach we identified three promising products to explore with specific user segments, needs and contexts that would allow us to narrow the thinking, prototype and test: the first job, a lifestyle change (working remotely, moving to Colorado, …), or a career shift.
First, we did extensive quantitative research to identify user needs, pain-points and opportunities.
Then we interviewed 51 users to get a better understanding of their mindsets and behaviors.
After this research, using product design methods, we started ideating, sketching and creating prototypes than were tested and optimized, granting Citi unique insights on what to pursue or not, in a quick turnaround time.
Extract 1
Defining Mobility - Exploration of Mobility opportunities and user research on mindsets when looking for a first job
Extract 2
Workshops - Post-its and sketches
Result
“Passport” Prototype - Optimize your career
