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Upgraded Citi Mobile App Strives to Meet Customer Expectation

The bank sought customer feedback when creating its newly redesigned app.

In redesigning it's mobile app, Citi had an eye on increasing the transactional capabilities while striving to keep the navigation simple.

"We consistently heard from consumers that they want things simple, easy and fast," explains Melissa Stevens, managing director, Citi internet & mobile. "We thought about how we can make things easier for people to get their banking done along with all other things they have to get done."

Stevens said Citi sought consumer feedback when embarking on the creation of the new app, including online reviews and comments form those who contacted call centers. The result, she says, was a "complete rebuild, redesign and user interface" for the app.

The new features of the upgraded app includes a beta test of a service called Citi Mobile Snapshot, a new opt-in feature that enables customers to check deposit and credit card balances and recent transactions without having to log into their accounts. The new feature will help enrolled banking and credit card customers monitor their accounts on-the-go by displaying balances and the 15 most recent transactions without requiring them to log in every time, she says, while all account transactions will continue to require log-in authorization.

Stevens says this is a feature that some mobile users requested, but added that it would remain an opt-in for those who are more comfortable logging in every time.

Further, the new app has a greater mobile-specific design, depending on the type of device the user is currently viewing it on. "We try to listen closely to what customers are saying, and monitor how they use the mobile app as well," Stevens adds. "We like to optimize the experience for the specific device they are using."

For example, Stevens says customer using the app on a smartphone tend to perform more basic functions, like checking account balances. Whereas tablet users tend to want more functionality, with more sophisticated graphics and a richer interface.

Stevens says the bank also wanted to streamline the payments functions within the app. With the redesign, users can now just click on one icon and a menu opens showing all of the potential payments and transfer tasks they may need to complete, including mobile RDC and sending someone cash via Popmoney.

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Bryan Yurcan is associate editor for Bank Systems and Technology. He has worked in various editorial capacities for newspapers and magazines for the past 8 years. After beginning his career as a municipal and courts reporter for daily newspapers in upstate New York, Bryan has ... View Full Bio

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User Rank: Author
2/24/2014 | 9:59:24 PM
re: Upgraded Citi Mobile App Strives to Meet Customer Expectation
Creating device-specific app designs does make sense, given that customers are likely to do more complex transactions on a tablet than on a smartphone. With more people choosing tablets over laptops/desktops, they would want tablets to have improved functionality. Good move for meeting customer expectations.
User Rank: Author
2/24/2014 | 3:11:33 PM
re: Upgraded Citi Mobile App Strives to Meet Customer Expectation
The Citi Mobile Snapshot capability sounds interesting and certainly addresses consumers' demands for simplicity and ease of use. It also supports the assumption that many of today's consumers are somewhat less anxious about potential security/privacy vulnerabilities, or at least have a different perspective on privacy from years past. Did Stevens address the security issues around this functionality -- are there other (new) things they are doing to verify identity and make sure the access is secure? Are there particular security issues around a capability like this one?
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