After much brainstorming and concepting, our approach centered on an app that allowed customers to track their personal finances. We centered the idea on a “financial coach” that would teach the customer how to save money in their everyday lives and in addition use this money towards their personal goals. We had the user set weekly and overall savings goals and rewarded them for reaching them. In the app, there is a detailed view of their monthly spend broken down into category and then into individual transactions. It relied heavily on data visualizations and intuitive interactions, allowing the user to drill down into individual moments of their financial history. Learnings from this platform will help inform Citi's Fintech division on what the user is most interested in learning about their spending behavior, and how Citibank can maintain relevance with the millennial audience.
