Accelerating strategic growth by extending digital banking services.
Citizens Access, the direct bank offering of Citizens Bank, N.A., has grown rapidly with its online-only savings proposition in the past two years. However, as competition in the US market intensifies between traditional and direct banks, and new Fintech entrants, it wanted to increase the stickiness of their existing customer base and drive acquisition of primary account relationships.
The Citizens Access team knew they didn’t want to offer just an additional financial product, they wanted to create a truly digital service that helped their customers achieve more with their money and wealth. They wanted to better understand how customers used its existing products and the drivers and barriers to switching digital banks to identify the areas where people are most underserved by the market.
To accelerate CAX’s growth by moving into the mass affluent checking account market.
• Research & Discovery
• Design Approach
• Jobs To Be Done
• Design Sprint
• Proposition Creation
• Cultural Insights & Art Direction
• Iteration & Refinement
• Final Proposition
• Strategic Phase & Next Steps
