CLIENT
Citizens Access
ROLE
Senior Product Designer
CONTRIBUTION
Product Design
Brand Identity
INDUSTRY
Fintech
YEAR
2020
Zen Banking
OVERVIEW
Designing a differentiated checking experience for mass affluent customers: Living for today, prepared for tomorrow.
Citizens Access is an online offshoot of Citizens Bank, designed to offer a smarter alternative to traditional banks and short-term promos. Their goal was to build a secure, standout checking account experience tailored for mass affluent customers. To make that vision a reality, Citizens Access set out to design a meaningful service that truly connects with people—their lives, values, and identity.
We partnered with them to create a new mobile banking app that would expand their savings offering into underserved parts of the market. Using a Jobs to be Done (JTBD) approach, we led a collaborative design sprint to develop and test a new proposition with existing and potential customers.
Working in an agile setup, we helped define their core offering, minimum lovable product (MLP), and growth strategy. Before jumping into design, we conducted deep cultural research and qualitative JTBD interviews, supported by quantitative insights to size the opportunity.
MY ROLE
Following research that uncovered key Jobs to be Done (JTBD), I worked with the team to shape three priority areas that anchored a focused customer proposition.
As the sole designer on a cross‑functional squad, alongside a Product Lead and two researchers, I entered at the research‑analysis stage, co‑facilitated JTBD workshops, and translated insights into design outcomes. My responsibilities spanned UX, visual design, and interactive prototypes for user testing, as well as brand development inspired by our cultural research. To uncover the motivations behind customer behaviour, we blended the JTBD framework with deep cultural insights. This dual lens revealed new growth opportunities and ensured the product resonated on both functional and emotional levels. Armed with our JTBD insights, we ran a week-long Design Sprint to imagine a new digital service for the target audience. Together with Citizens Access stakeholders, we mapped user journeys, storyboarded scenarios, and defined the proposition’s purpose, core values, and tone of voice. From there, we began fleshing out designs to put in front of customers. During proposition testing, we conducted rapid concept and usability sessions with participants from the original research group. Iterative feedback loops enabled us to refine key features, evolve the visual language, and strengthen the overall brand expression. The engagement culminated in a deliverables package that included high‑fidelity designs for a Minimum Lovable Product (MLP), a comprehensive style guide, and the foundation of a component library—supported by a clear strategic roadmap for Citizens Access.
Design activities included:
• Research and discovery
• Defining design approach
• Jobs To Be Done methodology
• Design Sprint workshop
• Proposition creation and testing
• Art direction and branding informed by cultural research
• Proposition iteration & refinement
• Final proposition
• Design handoff
OUTCOMES
We explored different ways the brand could communicate the new proposition and ultimately arrived at a compelling direction for the Citizens Access team.
The project concluded with the definition of a Minimum Lovable Product (MLP) prototype, a strategic roadmap, and a set of execution principles—giving Citizens Access a clear path to launch a breakthrough proposition and get it into customers' hands quickly.
Successful MLP Delivery
We collaboratively developed a compelling digital proposition designed to help customers do more with their money and manage their wealth with confidence.
Intuitive Features
By identifying the areas where customers are most underserved, we created a meaningful, emotionally resonant experience that exceeded functional expectations and delighted users.
Comprehensive Visual Identity
We evolved the existing brand by drawing from cultural insights—creating a cohesive visual identity that extended familiar marketing elements into a consistent and engaging user experience.
Collaborative Design Process
Working closely with the product team and key stakeholders, I helped ensure we remained empathetic to customers’ lives, values, and identities—translating these insights into a seamless digital experience.
Prototyping & Iteration
I designed and tested interactive prototypes with participants from our original research, refining the product through continuous feedback to create a user-centred, intuitive experience.