Citi: Citigold Brave iOS App


Citi:  Citigold Brave Ios App

As Citibank’s most affluent customer group with a $200,000+ net worth, Citigold members benefit from their own dedicated team, in-depth financial guidance, access to market insights, and preferred pricing and rates on Citi products and services.  Unfortunately, the Citi Brave iOS app did not reflect any of these benefits.  Citi needed an updated digital strategy and design that showcases the bank's unparalleled service to Citigold customers through the Brave iOS app.  

THE Approach

Because retention and relationship building was critical, we designed several features within the Brave app to keep Citigold customers engaged.  We started with building out a more robust customer support feature, allowing customers to easily reach out to their personal relationship manager, wealth management advisor, Citigold concierge services and more. Next, in order to encourage eligible Citi customers to upgrade to the Citigold experience in-app, we created a seamless onboarding experience which explained value propositions and enabled easy sign up.  We also prompted current Citigold customers to invest, allowing them to further develop relationships with their Citigold Team. Lastly, we unified payee lists under a single experience, creating an easy way for Citigold customers to send money to friends, transfer money to other accounts, and fund their investments.


Role:  Senior Art Direction at Fluid    •    Credits:  Juliana Press, Nick Pierro