Mobile Wallet Innovation
Client: Citi
Role: Creative Director
Year: 2015
Project Duration: 10 weeks
THE ASK
Citi approached us with a central challenge: as mobile payment technologies continue to advance, how can we make Citi the card of preference in mobile wallets today?
WHAT WE DELIVERED
Insights derived from in-depth user research, performed as qualitative in-home interviews, and a remote longitudinal study. These led to a strategy for positioning Citi as a digital card provider of choice for mobile spends with prioritized consumer concepts to drive app usage, mobile wallet spend and build consumer loyalty in a saturated market.
It was important to understand the consumer mindset regarding apple pay to understand how to incentive it's use with Citi cards.
REFRAME
Through research we realized that the opportunity wasn’t in creating concepts for mobile wallets directly, but rather to accelerate progress in mobile spend and position themselves for when the adoption curve hits.
After numerous in-home interviews, we created consumer archetypes.
Scenario storyboards were a quick way to show how consumers would use these new offerings.
For more information about this or any other case study on this site, please contact me at daniel.holtzman@gmail.com