Wealth
Workstation
Design Activities & Deliverables
Stakeholder Interviews
Strategy Workshop
Experience Framework
Concept Cards
User Testing
AI Integration
Interactive Prototype
Strategic Roadmap
Client
Citibank
Timeline
4 months
Dec 2022 - March 2023
Type
Product
Role
UX Designer
The Problem
Citibank has a specialized team of bankers to service ultra-high-net worth clients. Their work flow involves visiting a variety of platforms to retrieve information, triaging data from multiple teammates, and, most of the time, waiting to sync all of these details together. The process is slow and does not guarantee accurate or up-to-date information.
Why this project
This project showcases the full design process with many artifacts, activities, and a small team. This was a highly collaborative project and I participated in all the elements showcased here.
The Solution
A brand new central intelligence platform infused with AI insights, actionable workflows, and information from across the organization (from both different platforms and teammates) into a single, authenticated experience. The Wealth Workstation is a sophisticated, state of the art tool for bankers to better serve their clients.
How did we get here...
Getting to know our client
KYC, a common acronym in banking, means know your customer, and that’s where we started too. I reviewed documents, conducted stakeholder interviews, observed multiple workflows, created personas and journey maps, and extracted the pain points of having multiple systems to serve one client.
Stakeholder Interview
14 remote interviews
with bankers across Asia, Europe & North America
Transparency
Provide visibility into the work to reduce the chasing down of information
Intelligence
Surface data-driven insights to proactively support client needs
Collaboration
Help Citi employees work together to better address client needs
Consolidation
Pull data from disparate sources together to reduce runaround
Prioritization
Avoid additional noise to keep users focused on what’s important
Design Pillars
To guide our designs, our design director, myself, and our visual designer created design pillars to define the direction we wanted all our ideas to move toward based on the workshop outcomes.
then came the best part, design!
SEA
SF
NYC
...after analyzing the foundational information,
our team headed to NYC to meet up with the Citi team...
Strategy
To present the analysis and set the strategic design vision for the project, the three designers collaborated to facilitate a workshop to review the key workflows, personas, and resulting 17 journey maps. We also presented a comparative and competitive analysis to check industry trends and inspiration.
Stakeholders expressed their thoughts through continuums, voting exercises, and prioritization activities. We aligned on the direction and focus of our initial design explorations.
Strategy Workshop
1 in-person workshop
with Citi Executives, stakeholders, and users from across the organization
Concept Cards
To get started on design, we hosted a brainstorming session with our broader design team to sketch ideas based on a few how might we questions that represented areas ripe for innovation based on what users requested. Each concept card included a focused idea, a catchy title, and description.
Signature Experiences
From there, we combined, edited, and advanced the ideas into signature experiences.The signature experiences defined the features users asked for and personified the design pillars. The main asks from users were accuracy, consolidation of data and workflows, and easy secure access. We prioritized these by focusing on curated data that would provide a holistic, informative, and valuable view for bankers.
Concept Cards
36 concepts generated
from 12 designers and 3 how might we prompts
The Wealth Workstation
The Main Cockpit
The new Wealth Workstation is a single pane view of client information, prioritized workflows, and an overview of communication between multiple teams. The features are a direct result of what the users asked for in testing combined with a few new features to help bankers be proactive experts.
Event Reminder
Today is Matt Byrd’s birthday! Don’t forget to send him some warm wishes!
Contact >
Event Reminder
Tara Thompson’s daughter, Aria, graduates from high school today!
Contact >
client reLOCATION
The Johnson family recently relocated to Columbus, Ohio.
Contact >
Events & Actions
Bankers can now enhance their relationships with clients by staying informed about real life events, creating a casual way to stay connected.
Rachel Green
CEO, Frontside Industries
BEHAVIORAL INSIGHT
Rachel has sent the same international wire transfer to their daughter 8 months in a row. Consider creating a recurring transfer.
View Activity >
Cody Fisher
CEO, Redshift Digital
Investment INSIGHT
Cody’s savings account has earned 1% on average over the last year. Consider proactively updating this interest rate.
View Activity >
Astrid Ju
VP Finance, Vitascope Arts
compliance INSIGHT
Astrid has 3 addresses on file. Consider reviewing and removing the outdated addresses too avoid delays to transactions.
View Activity >
Jina Jones
President, Backside Unlimited
Investment INSIGHT
Jina had a large one time inflow of $34M into their Trust Account. Consider setting up a meeting with Jina to review changes to their financial goals.
View Activity >
Esteban Howard
Founder, Acme Works Ltd
Investment INSIGHT
Esteban had a large outflow of $100M from their investment portfolio. Consider setting up a meeting with him to review changes to their financial goals.
View Activity >
CLIENT INSIGHTS
Insights
Bankers felt they were beholden to be reactive. With the new strategic insights section, bankers can now bring ideas to clients and play a proactive role as a trusted partner.
Performance Tracking
Bankers were tracking their success rates on their own. In the Wealth Workstation, performance tracking is embedded, unburdening bankers from doing it manually.
Client Profiles
We created dedicated client profiles to aggregate all the information in one place for all team members to access. Based on client information, market data, and financial knowledge, we created a space for personalized insights for bankers to support their clients as financial decision making partners.
Client Workflows
We consolidated and simplified the workflows by relocating them directly into an on client page slide-out panel.
“If this is the starting point,
I can't imagine how much value this could add!”
Associate Banker
Referring to automated insights during concept testing
Reflection
This project was very difficult. I was new to the style of collaboration, process, and pace.
On top of that, aside from our design director, our visual designer, and myself, our other 4 teammates were moved off the project. It was stressful, heartbreaking, and immensely challenging. I still learnt a lot on this project and the Wealth Workstation has been developed, gone live, and is successfully leading the industry standard.
By the Numbers
17
Journey Maps
based on 14 user interviews
8
Workflows
redefined in the new platform
1
New Platform
to resolve all the pain points from the
current workflow
5
Experience Design Pillars
to define the new platform and set the standard for all new designs
6
Signature Experiences
to define the new state-of-the-art experience
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