Time to keep pushing and evolving the experience – Mobile Evolution
A more robust and forward thinking approach allows users to navigate and execute a task via a shallow nav, pop-up sheet structure, thus allowing them to complete their transaction seamlessly and with less friction without having to leave the entry point.
🏆 As of July 2025, the app had a 4.9-star rating on the Apple App Store.
🏆 Citi Mobile app was tied with Chime for the #1 spot among credit card apps.
All New Advanced Bill Pay
Nice to get a win!
Additionally, a completely revamped experience for adding billers and paying bills. Users now have the ability to quickly search through 75M vendors in the data base, and with predictive search, users can quickly add them to their roaster and pay bills in no time.
🏆 This work earned Citi a J.D. Power’s #1 ranking for digital bill pay.
Moving the needle means constant iteration and design thinking.
Design Thinking
AI, Machine learning & the future of Dashboard and Money Movement
To further enhance the personlization, utilize an AI / ChatGPT to develop custom, unique experience with the use of imagery to reflect customers regional location, time zone etc.. use language that that shows we are engaged with them all the way thru.
Develop the AI to present as a bank representative so that the user feels engaged to the bank, this AI can reflect any number of data points including geography or time zones.
An account analysis w/ viz bar (health meter) to indicated where the user is at in the ebb & flow of their account in regards to income to debt ratio & based on those results can determine and recommend that now is a good time to pay more towards the balance w/o a negative impact to their budget monthly budgets.
This can further be enhanced with a deeper assessment of their accounts and where those are in the spend cycle and make a recommendation as to which account makes the most sense to pay with.
Technology & Data – Personalization
The opportunity exists to partner with other business to implement geo fencing or proximity beacons so when users are within range of a Starbucks, McDonalds, 711 etc… the app is pinged with an offer for them to get a discount when paying with their Citi cards.
To further enhance the personalization, utilize an AI to develop custom, unique experience with the use of imagery to reflect customers regional location, time zone etc.. use language that that shows we are engaged with them all the way thru.
ie jennifer lives near california coast or chicago….and also know time of day they login, imagery can be in a night mode, include micro animations of grass moving or lights twinkle.
Technology & Data – Predictive Personal Touch
This personalization will continue by analyzing her habits and behavior, a pattern can be found that jennifer has a new payroll direct deposit or an increase in her current deposits, we can use this as an opportunity to congratulate her and offer her ways to invest the extra income in a savings account or a CD.
By analyzing her past spending habits and behaviors, we know Jennifer takes a ski trip every Feb-Mar, offer up a partner cross promo, in this case, AA advantage miles she can use to book or receive discounts on travel for the upcoming trip or partner with a VRBO, Air BNB or Hilton to utilize discounts on lodging or prompt to set card up for travel.
If she doesn’t have the aadvantage card, this would be a great time to open one to use on this trip.