Case Study

Case Study: Citibank's Tablet App Transforms The Digital Banking Experience

Advanced PFM Goes Beyond The Firm's Existing Website Offering, And The eBusiness Team Applies The Lessons To The Website

January 19th, 2012
Peter Wannemacher, Principal Analyst
Peter Wannemacher Principal Analyst
With contributors:
Brad Strothkamp , Julie Ask , Sarah Rotman Epps , Myriam Da Costa

Summary

In July 2011, Citibank officially launched its first ever tablet banking app, but the true breakthrough took place five months earlier, when eBusiness leaders at the bank began the process of developing a tablet banking strategy and building their first iPad app. Forrester spoke with Tracey Weber, managing director, Internet and mobile banking at Citibank, and Andres Wolberg-Stok, SVP of strategy for mobile and emerging technologies at Citibank, about that process. The eBusiness leaders brought together a small project team of a dozen people from across the company and gave the tablet banking team a simple goal to develop a tablet application that engaged customers and rated highly with them. The result was a tablet banking offering that actually went beyond the functionality and experience available to bank clients on Citi's PC-based secure website. The tablet app offers simple, intuitive task flows and integrated personal financial management (PFM) tools that are not available on the Citibank website. The result is customer uptake that exceeded smartphone applications, high engagement, high ratings among users, and lessons that are being shared with other digital banking touchpoints.

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