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Service design - case study - citi bank
aim
To understand the customer experience of Citi Commercial banking, across the full client lifecycle and explore opportunities to improve the experience.
Method
Planned, scoped and managed user research activities and resources, to explore the agreed brief. Conducted interviews and walkthroughs with internal employees and customers to understand the customer experience across the full client lifecycle, across two different world regions. Also examined previous research, analytics and customer complaints data.
Created Persona to engage the team with different types of system users and their needs. Mapped findings onto a journey map to demonstrate areas of difficulty for customers. Created a future-state service blueprint to demonstrate the customer impact of recommended opportunities.
OUTCOMES
The findings and artefacts were used to share customer-insights throughout the bank. The pain points and opportunities were shared and prioritised with project teams for future improvements across Citi platforms and products.
project artefacts
Please note - some images have been obscured due to the project NDA.
ANALYSIS
Research findings were coded and indexed, then mapped into Miro for analysis. Pain points, user behaviours and opportunities were clustered to reveal patterns. These patterns were then further analysed to extract any overarching themes.
Coded and indexed research findings
Findings clustered in Miro
Analysing research themes in Miro
Persona
Persona were created from research findings to help the team empathise with different user groups and their needs/ frustrations:
User group landscape
Example Persona output
JOURNEY MAPPING
Customer journey map created from insights and pain points gathered during research:
Draft customer journey map in Miro
OPPORTUNITY ASSESSMENT
Opportunities were generated based on internal and customer pain points:
Identified themes and pain points used to inspire service design opportunities
Documented, indexed and prioritised project opportunities
Service Blue print
Co-designed a future-state service blueprint with the project team, based on pain points and opportunities identified during research:
Future-state service blueprint
reportS
All findings and artefacts condensed into various reports that were shared around the bank. I also created a narrated recording for easier sharing amongst stakeholders.
Example screen taken from summary report
Example screen taken from summary report
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