1.
Citi + IDEO
08.09.12
Jetsons Final Deck

2.
Today
we share
you share
we work together

3.
Agenda
9:00 – 9:15 Introductions and agenda overview
9:15 – 10:15 IDEO to share insights, process and
Darbie concept demo
10:15 – 11:15 Tracey’s team to share digital strategy and
roadmaps that potentially relate to Darbie
11:30 – 12:45 Interactive session to identify synergies,
where Darbie can fit into Citi digital
experiences and roadmaps, etc.
12:45 – 1:00 Map out key activities and next steps

4.
Table of Contents
Context
Design Test
Darbie
Appendix

5.
Context

6.
Challenge
Citi asked IDEO to translate an
internal vision for the future of
online banking from concepts
and conversation to prototype
and pilot proposal.

7.
Citi + IDEO Darbie 7
Over 8 weeks of rapid
prototyping and testing cycles
we sought to understand
1. Citi and its relationship with
customers today.
2. Consumer needs and behaviors.
3. How Darbie can define the future
of Citi’s relationship with customers.

8.
Citi + IDEO Darbie 8
• Industry recognized ipad app
• Strong employee ethos to disrupt
the status quo of banking today
• The potential is not being
fully realized.
Citi has...
But...
There is a gap between what
Citi CAN do for customers online
and what they ARE doing.
Inside Out Story
Source: Citi-IDEO Stakeholder Interviews July 2012
“To me bill pay is the core proposition of
online banking and only 37% of active
customers use online bill pay. For some
people Citi is not their primary checking.
But for the rest, there’s really no reason
they don’t use online bill pay.”
“Of all the things you could
need to use on your account
90% are online, but even Citi
employees aren’t aware of
them.”

9.
Citi + IDEO Darbie 9
Customers are happy with
Citi as a bank and they should be.
Source: Citi May 2012 NPS Report; iTunes rating
Industry Recognized iPad App
Average app store rating of
3.5 stars across all versions.
Strong NPS Score of 53.5%
for Citibank online experience
Have been a customer since ‘85.
My bills have always been correct
and paid on time. Great job and
very reliable!

10.
Citi + IDEO Darbie 10
But let’s face it,
expectations are pretty low.
Source: Citi May 2012 NPS Report;Cit-IDEO Stakeholder Interviews
“The #1 question to call centers
is to check your balance.”
“All information was readily
available, and I didn’t need a live
chat to set up my online account.
I know how frustrating other bank
sites can be, and appreciated the
ease of yours.”

11.
Citi + IDEO Darbie 11
And we heard a strong company
desire to start by focusing on
the user experience.
Source: Citi May 2012 NPS Report;Cit-IDEO Stakeholder Interviews
“What if we were to create a
great user experience and
then let the revenue follow.”
“Our processes today are just not
that intuitive—people designing
this know what to do but don’t
take into account who they are
designing for.”

12.
Citi + IDEO Darbie 12
Outside In Story
We looked out into the world
to be inspired by the products
and services people are using
to manage their lives.

13.
Citi + IDEO Darbie 13
Consumers are inundated by applications
providing frictionless digital interactions
resulting in lowered patience for clunky,
slow experiences—from education to leisure.
consumers
amazon
kickstarter
dropbox
skillshare
facebook
airbnb
diy.org
codecademy
gmail

14.
Citi + IDEO Darbie 14
Within finance there are a growing
number of single-purpose applications
delivering similarly great digital service
experiences.
paypal
personal
capital
venmo
simplemint
square
billguard
level up
consumers

15.
Citi + IDEO Darbie 15
Individually, these compete directly
with Citi's product and service offerings.
personal
capital
venmo simplemintsquare
consumers
PopMoney Citi Personal
Financial Advisors
Citi Cards Citi CheckingCiti Financial
Tools

16.
Citi + IDEO Darbie 16
personal
capital
venmo
simple
mint
square
core customer base
+ potential customers
emergent disruptive
service layer
Citi and old
guard big banks
Holistically, they represent a
disruptive service layer that creates
a barrier between Citi and consumers.

17.
Citi + IDEO Darbie 17
This emergent disruptive service layer…
• Lowers # of touchpoints
and brand impressions with
consumers
• Decreases Citi’s ability to
differentiate from other banks
• Challenges Citi ability to sell
revenue generating products
• Belittles the value Citi is delivering
to customers by relegating Citi’s
visibility to a“backend”
personal
capital
venmo
simple
mint
square
core customer base +
potential customers
emergent disruptive
service layer
Citi and old guard
big banks

18.
Citi + IDEO Darbie 18
In other words Citi’s role
in customers’ everyday lives
is being marginalized.

19.
Citi + IDEO Darbie 19
The good news is that today these
single-function services only offer a
fragmented non-holistic financial
management experience. While few savvy
technorati employ a suite of tools to serve
all their needs, complacency and lack
of awareness limit these services from
reaching the majority of Citi’s customers.

20.
So, what does
this mean for Citi?

21.
Citi has the opportunity
to dramatically differentiate
itself from traditional banks by
owning this emergent layer
of consumer-driven products
and services.
This is project darbie.

22.
Citi + IDEO Darbie 22
Meaningful moments are
happening in high frequency,
low involvement interactions
that allows services to fit
into the everyday fabric of
peoples lives

23.
Citi + IDEO Darbie 23
We need to start by designing
the gateway to people's everyday
interactions with their finances
Needing Balance
Need Validation
Splurge
Automate
Put Out A Fire
AnnualDaily
Low Engagement
Interactions
High Engagement
Interactions

24.
Citi + IDEO Darbie 24
These are broad, and universal needs,
and over time we can expand to meet
more comprehensive needs
Needing Balance
Need Validation
Splurge
Automate
Put Out A Fire
Group Management
Education Planning My Future
AnnualDaily
Low Engagement
Interactions
High Engagement
Interactions

25.
How did we
get here?

26.
Design Test

27.
Citi + IDEO Darbie 27
We used these opportunities
to springboard into design
Our process is a series of divergent and
cycles where we design, test, and repeat

28.
Rapid paper prototypes
translated broad customer
needs into flash experiments
Cashflow management
Proactive management
Proactive banking
Education
Compare and Plan
Integration with 3rd parties
Realtime transfers
Easy linking of accounts
Everything in one place
Integration with other banks
Recognizing individuality
Managing group finances
Support saving goals

29.
Citi + IDEO Darbie 29
We tested on a broad set of
users in various group scenarios
Young Professionals (Roommates) Young Professionals (Couples) Young Parents with Children
Established Parents
Young Professional Children
Established ParentsYoung Parents (Baby on the way)

30.
Citi + IDEO Darbie 30
We heard about paint points and
needs people experience across
their financial interactions
Finding the right
balance is hard
“We woke up one day and
realized we were 48 years old
and had never saved. I don’t
want that to happen to her.”
“Right now I pay for 100%
of the bill and she’ll just pay
me her share later, or the
next time.”
Group fairness and equity
is difficult to achieve
“My bank was re-ordering
my expenses so that I would
always get dinged with an
overdraft fee.”
“I feel like I’m trapped in this
cycle of wanting to go out,
but then I remember I have
to pay my student loans.”
Simple organization and
planning doesn’t exist
“I guess I just always mentally
gauge how well I am doing.”
“I check my balance 3 x a day.
It’s the one thing that makes
me feel in control, even
though I know the number.”
Educational
coaching is critical
Constant struggle to find
peace of mind
Banks are hard to trust

31.
Citi + IDEO Darbie 31
We began to understand
consumers beyond
traditional demographics

32.
Citi + IDEO Darbie 32
There are universal financial
modes people move in and out
of when it comes to money

33.
Citi + IDEO Darbie 33
Financial modes (1 of 2)
Feeling trapped
I feel overstretched. My debt and
financial obligations are weighing
on me. My financial state is limiting
my ability to live the life i want to live.
Feeling thrifty
I know I could spend less or save more.
How can I do so without sacrificing my
lifestyle?
Put out a fire
I have a financial emergency
and need to fix it now!
Automate
Do I really need to spend so much time
dealing with my money? How can I
automate bills?
Needing balance
Am I financially ok? Am I living beyond
my means?

34.
Citi + IDEO Darbie 34
Needing validation
I want to make a purchase,
but make sure I can afford it.
Splurge
I want to go out and spend
even though maybe I shouldn’t.
Planning my future
I want to plan early for a big
event in the future. How can
I budget for that?
Educate
I want my children to better
understand how to manage
their money and the value
of money.
Group Financial
Management
I need help keeping track
of my finances with others.
Financial modes (2 of 2)

35.
Citi + IDEO Darbie 35
So if this is what
we learned,
how do we start?

36.
Citi + IDEO Darbie 36
Prototype

37.
Darbie

38.
Citi + IDEO Darbie 38
Value creation
Creating value for Citi begins with
delivering value to Citi’s customers
through tools and services that are
transparent, simple, and proactive.
transparent
simple
proactive
t s p

39.
Citi + IDEO Darbie 39
Defining Darbie:
Value Proposition Pillars
Simple
Citi makes banking simple by allowing me to organize
my finances in a way that makes sense to me.
Transparent
Citi pulls back the curtain and demystifies banking;
I can see exactly how much I’m spending, how I
compare to others where I can save.
Proactive
Citibank understands me: they proactively help me
manage my cashflow, reduce fees achieve the best
returns on my money.

40.
Citi + IDEO Darbie 40
Value Proposition
For young professionals and early established families who are too busy
to constantly manage their finances but who still want to be financially
responsible, Darbie is a platform, unlike those provided by traditional banks
that are driven by legacy systems and outdated business models, that brings
customers peace of mind over their finances through a simple, proactive
financial management system that fits into the fabric of their everyday lives.
t s p

41.
Citi + IDEO Darbie 41
User Stories
Instead of just presenting the concepts as a set
of features we felt it was important to show how
these features come to play in real life situations.
In order to humanize Darbie we have brought it
to life through the lens of two key user segments:
young parents and young professionals.

42.
Citi + IDEO Darbie 42
Matt Karina

43.
Matt and Karina have two children. Annie, 5, and Albert, 6. They’re using a joint account
with Citi’s True Balance for their bill payments and savings goals.

44.
With the kids in bed, Matt’s watching TV and Karina’s reading on the iPad. The family on
television is in Hawaii. Karina turns to Matt — she wants a vacation too. Grinning, he takes
the iPad and they check their True Balance, energized by the prospect of a little time off.

45.
In Glance View, they can see their current True Balance as well as get a quick forecast
15 days and 1 month into the future. Karina swooshes to Timeline to see when it might
be realistic to get away.

46.
The True Balance Timeline gives them a quick visual of past payments and recurring expenses.

47.
They swipe to view month-to-month and see a few big expenditures on the horizon.
But once those clear, their True Balance will peak in mid-October, a perfect time to
get away. With another tap, they create a bucket and start saving for a week in Hawaii.

48.
Karina titles a bucket and selects “vacation” as the main category. She sets an
achievable savings goal, adjusts contribution frequency and uses the interactive
timeline to add start and end dates.

49.
She taps to commit and the timeline updates accordingly. Leaning back into the
couch, she turns to Matt and chuckles, rejuvenated by the idea of a good book
and an ocean view. For these young parents, October can’t come soon enough.

50.
A couple of day later, Karina speaks to her parents to ask if they’d like to come
along and spend time with their grandchildren. Before they hang up the phone,
Karina’s father is off to get suitcases out of the closet.

51.
Karina swipes to find the Hawaii Vacation Bucket on the Bucket Collection
screen and taps on edit to make the necessary updates to include her parents.

52.
Karina adds her parents to their vacation bucket team. She keeps her and Matt’s individual
contributions equal, updates the savings goal and pushes back the end-date to November 20th.

53.
After tapping on Save, Karina is able to see all the updates reflected accordingly
on the Vacation Bucket Details overlay.

54.
Karina grins, delighted to see the Hawaii Vacation updated on the Bucket Collection screen.

55.
Citi + IDEO Darbie 55
Jess Tara

56.
Jessica and Tara are out for drinks on Thursday night. Friday morning will bring headaches and
bruised budgets . But these rooomates are blowing off steam in the city that never sleeps.

57.
Jess grabs her morning coffee and scans the news, checks the photos from last night on Facebook.
An alert from Citi’s True Money app pops up. Rent is due in three days. She taps to make a payment.

58.
On the Timeline she scans a graph to see any other cash flow issues she might have to worry about.
A simple visual gives her a financial snapshot of the month. With a single tap, she executes the payment.

59.
Her True Balance updates and the rent icon flashes to show that she’s all paid up.

60.
Jess dives deeper into her rent bucket and sends Tara a reminder to pay her half of the rent.
Before they had a way to keep track of their shared bills, things were tense in their little apartment.
But this app lets them focus on the fun stuff.

61.
After brunch with friends on Sunday, they pop into a boutique. Jess splurges on a few shirts and an adorable
new jacket. Another awesome weekend flies by and now Monday is staring them in the face - ugh!

62.
Before bed Jess checks email. From True Balance she can see she went a little overboard this weekend.
She’ll be in the red soon and might not have enough to cover her student loan payment.

63.
She flicks back to the Timeline to see what happened. True Balance recommends
a financial cleanse to get her get back on track.

64.
It suggests two options:
1) Move her vacation contribution to after she gets paid. 2) Dip into savings to readjust.
She picks the first and re-shuffles to make the loan payment.

65.
Damn, that was a close one! Being fabulous can really break the bank. But now she’s back on track.

66.
Before we dive in we
would love to pause
and hear from you

67.
Screen Detailed View

68.
At-a-Glance Alternative Views
Two other views include 15 day and 30 day, calculated
as “True Balance=Total Balance (current day) +
Forecasted In-Flows (up to “x” day) - Forecasted
Payments (up to “x” day)”
At-a-Glance Default View
Simple and clear representation of True Balance,
calculated by “True Balance=Total Balance + In-Flows -
Payments”. Default view is “Today”
At-a-Glance (1 of 2)
Modes
• Needing balance
• Automate
• Need validation
Key Assumptions
• At-a-glance fills the need for the
most frequent reasons to open
the app
• Reduces phone calls to check
balances
Key Metrics to measure
• # CBOL balance checks by app
users
• # phone call balance checks
• # of app views per day
Big Idea
Simple visual representation of
available balance (pending and
upcoming transactions)

69.
Notifications
Highlight key alerts including bill payment reminders,
low balance indicators, co-payment alerts, etc.
At-a-Glance (2 of 2)

70.
Timeline Stage
A visual representation of the user's True Balance viewed
for the past, present, and future.
Buckets
Compartmentalizes financial activity
Timeline Activity
Highlights key past, current, and upcoming transaction
activity.
Timeline View (1 of 3)
Modes
• Needing balance
• Put out a fire
• Need validation
Key Assumptions
• People will create buckets to
forecast future income and
expenses
Key Metrics to Measure
• Amount of time spent
• More stable balances above
minimum account levels
Big Idea
A 30-day timeline view of your past,
pending, current, and upcoming
financial activities

71.
Financial Cleanse Alerts
Key messages indicating when balance levels hit
dangerous thresholds, prompting options to course
correct.
Financial Cleanse Options
Troubleshooting options to course correct your True
Balance level including, switching payment schedules,
pulling from savings, etc.
Timeline View (2 of 3)

72.
Bucket Payment Notification
Actionable alerts designed to notify people about
upcoming payments, and provide a way to execute
the payment directly. Will also indicate whether True
Balance is at a safe level to complete the payment.
Timeline View (3 of 3)

73.
Scheduled Outflows Inflows
These are buckets that have a scheduled outflow of
money (e.g. monthly mortgage payment) or inflow of
money (e.g. bi-weekly direct deposit paycheck). The
scale of the circles are proportional to the amount of
money for that bucket.
Bucket Collection Page
This page is the third primary view for users to get a
overview of all the buckets they've created and are
participating in.
Saving Goal Buckets
Users are able to see the Savings Goal buckets that they
are participating in. The visualization also shows the
user's progression, amount saved, and expected finish
date (if applicable).
View Toggle
Users have the ability to sort the buckets according to
their viewing preference.
Buckets (1 of 2)
Modes
• Planning my future
• Feeling thrifty
• Automate
• Group financial management
Key Assumptions
• Bucketing improves ability to
save
• Customers will create shared
buckets with other Citi customers
Key Metrics to measure
• # of buckets set up
• # of alerts acted upon
Big Idea
Simple way to co-manage expenses
and budget for extraordinary
expenses (e.g. home buying,
vacation)

74.
Buckets (2 of 2)
Modes
• Planning my future
• Feeling thrifty
• Automate
• Group financial management
Key Assumptions
• Bucketing improves ability to
save
• Customers will create shared
buckets with other Citi customers
Key Metrics to measure
• # of buckets set up
• # of alerts acted upon
Big Idea
Simple way to co-manage expenses
and budget for extraordinary
expenses (e.g. home buying,
vacation)
Participants and Contribution Breakdown
This graph allows the user to see the participants for the
selected bucket, as well as the status of the individual's
contribution for that payment period (paid vs. not paid).
Savings Goal Progress
Users will be able to view the progress towards their
savings goal.
Context Timeline Mapping
This visualization shows the user overall activity in
context to their True Balance timeline.
Bucket Detail Page
The detailed view of a bucket including name, type,
date, amount, co-team members, status summary, and
frequency of payment.

75.
Roadmap Overview

76.
A draft of how the features could be
rolled out in stages of gradual increases
in commitment of time and resources
on behalf of both Citi and the User.
We’ll track the success of features as
we launch them and make sure we’re
investing in a strategy that works.

77.
Citi + IDEO Darbie 77
Roll out low barrier to use, easy-to-build
features that serve as the “Gateway” to
Citi banking experience:
Improve initial feature set and roll out
more task oriented, higher engagement
features
Improve initial feature set broaden the
products and service offerings to expand
into high engagement, multi-product
feature set
• Darbie provides consumers with
peace of mind
• Darbie helps simplify the user
experience
• Consumers use Darbie for top 3 online
banking activities (online bill pay,
transfers, direct deposit)
Objectives:
Key Assumptions:
Feature:
Key Metrics:
At-a-Glance View
• Checking account only
• Detail of most current transactions
• Include a Refer a Friend email button
At-a-Glance
• In-app notifications
• Linked account functionality
(Checking account only)
• Timeline view
• Checking account only
• Linked account functionality
• Bucket creation
Bucket Creation and Management
• Creation and bucket detail view
pages)
• Transfers leveraging Pop Money
• Create and manage goals (self-only)
At-a-Glance
• Integrate with savings and credit cards
Timeline view
• Integrate with savings and credit cards
• Automatic creation and population of
buckets on the timeline
Bucket Creation Management
• Ability to create shared buckets
• Ability to make payments directly
from buckets
• Integration with 3rd party services
(travel, retail, etc.)
• Financial Cleanse
• Payment re-arrangement and offer
to pull from savings
• Account Sweeper
• Optimize interest from savings
• Protection from overdraft
• Darbie users will increase share of
wallet with the bank
• Darbie users will take advantage of
partner offers
• NPS
• At-a-glance views
• Decreased balance-only visits to CBOL
• NPS
• At-a-glance views and notification
clickthrough
• # of Buckets created, # of transfers
made
• Time spent on At-a-glance and
Timeline pages
• # of Linked accounts created
• NPS
• At-a-glance views and notification
clickthrough
• Timeline views
• # of Buckets created, # of transfers
made
• Time spent on At-a-glance and
Timeline pages
• # of linked accounts created
• Average Marginal contribution
• # offers shown vs. acted on
• Amount of additional interest
generated through sweeping
Phase 2 Phase 3Phase 1
Roadmap
Bold items indicate features IDEO developed in Darbie proof of concept.

78.
Citi + IDEO Darbie 78
Mobile
Infastructure:
• Design iPhone screens
• Mobile team integrates At-a-glance
into iPhone/iPad App
• (2-3 weeks development)
• Mobile team designs and builds
features
• Mobile team designs account linking
process
• (3-4 months development)
• Joint team to integrate Pop Money
• Mobile team designs and builds
features
• (6-12 months development)
• Integrate with PopMoney for transfers
between accounts and shared
bucketing (1-2 months)
• Start developing (or integrate with
Citi’s on-going effort) for Mint-like
infrastructure (identify transactions by
type / frequency, capture transactions
from credit cards and multiple
accounts, automatic bucketing)
• (6 months development from scratch)
• Assumption: Linked account
functionality is ready on backend,
automatic bucketing)
• (6 months development from scratch)
• Process for guest users (enable them
to participate in buckets and flow
them into a new customer initiation
process
• Full integration
• Special / Partner offers
• (2-3 months), automatic bucketing)
• (6 months development from scratch)
Phase 2 Phase 3Phase 1
Implementation Plan

79.
Opportunity
Analysis

80.
Citi + IDEO Darbie 80
Humanizing the mobile
banking experience
Darbie simplifies the mobile
banking experience, creating a
gateway for Citibank to improve
customer value and expand
your reach

81.
Citi + IDEO Darbie 81
Darbie creates value
for Citi in three ways:
Measured By:
Net Promoter Score Retention Impact Customer Referrals
Average Marginal
Contribution
Better User
Experience
Greater Satisfied
Customers
More Customers
+ Higher Value
Customers

82.
Citi + IDEO Darbie 82
Increase NPS by 7%,
from 53% to 57%
Stem 10%, ~2M customers,
of all customers threatening
to leave Citi could preserve
$100M in net interest
Capture 5% of bank switchers,
or drive 4,500 referrals
Increase average marginal
contribution of each customer
by 5%, from $208 to $218
Better User
Experience
Greater Satisfied
Customers
More Customers
+ Higher Value
Customers
Darbie's projected value:

83.
Citi + IDEO Darbie 83
Over the 3 key phases we believe Darbie can
erode the key paint points driving NPS Checking
experience, and potentially improve by 16%:
Business Processes
• Fees 4%
Usability
• Navigation/Clutter 6%
• Need Dashboard 1%
• Task Complexity 1%
Technical
• Site Slow 2%
• New Features needed 2%
Source: NPS Online and Chat May 2012 FINAL PDF
Darbie's projected value:

84.
Citi + IDEO Darbie 84
Our assumption is that each phased
rollout of Darbie will directly contribute
to alleviating NPS pain points
Source: NPS Online and Chat May 2012 FINAL PDF
• Improve NPS by 7%
• Navigation/Clutter
• Task Complexity
Low Mid High
• Improve NPS by 11%
• Phase 1+
• Site Down/Slow
• New feature needed
• Improve NPS by 16%
• Phase 1+2+
• Fees
• New dashboard

85.
Citi + IDEO Darbie 85
A closer look at stemming
attrition by 10%
We asked ourselves how we could
save $100M in net interest, and
made the following assumptions
to arrive at that figure:
Sources: (Stephen Beck, Managing Partner at cg42 (Wall Street Journal,
February 2012; assuming 2.81% in Net Interest Margin Citi 2Q 2012
1. 9.8% of Citibank customers are likely to switch
banks over 12 months, possibly taking as much as
$33 billion of deposits with them
2. Leading to a loss of $930M in Net Interest alone,
assuming 2.81% in Net Interest Margin x $33B
3. Citibank has 200M existing customers

86.
Citi + IDEO Darbie 86
If we save 10% of the 9.8% of customers threatening to leave
we could save $100M in net interest. Applying this logic to
the phased rollout, assuming we could do an incremental 10%
each year we could stem the following in net interest:
Sources: (Stephen Beck, Managing Partner at cg42 (Wall Street Journal,
February 2012; assuming 2.81% in Net Interest Margin Citi 2Q 2012
• Stemming 10% of
threatening customers
• $100M in Net interest
• Preserve ~2M customers
• Stemming 20% of
threatening customers
• $200M in Net interest
• Preserve ~4M customers
• Stemming 30% of
threatening customers
• $300M in Net interest
• Preserve ~6M customers
Low Mid High

87.
Citi + IDEO Darbie 87
A closer look at driving
customer referrals
Our assumption is that an improved NPS will help drive
new customer referrals. We used Bank Simple’s waiting
list figure as a proxy to understand the potential pool
of customers we switch to become Citi customers.
1) Bank Simple has a waiting list of 90,000 people
2) For a low case scenario we estimated an improved
NPS would help capture 5% of the Bank simple pool,
or individuals looking to leave their bank
Sources: Bank Simple’s waiting list http://money.cnn.com/2011/12/20/technology/simple_bank/index.htm

88.
Citi + IDEO Darbie 88
Assuming higher NPS could help drive referrals,
the following are low,mid, and high estimates
of that impact:
If we capture 5% of
Bank Simple’s pool it
could drive 4,500
referrals
If we capture 10% of
Bank Simple’s pool it
could drive 9,000
referrals
If we capture 15% of Bank
Simple’s pool it could drive
13,500 referrals
Sources: Bank Simple’s waiting list http://money.cnn.com/2011/12/20/technology/simple_bank/index.html
Low Mid High

89.
Citi + IDEO Darbie 89
A closer look at driving
average marginal contribution
per customer
Our assumption is that as Darbie evolves, customers will use Darbie to
manage more of their financials related activities (vacation planning,
goal setting, credit cards, mortgage, etc.). We believe this presents the
opportunity to earn referral fees from third-party sites (e.g. travel sites,
retail, etc.). We made the following assumptions to calculate the
increased impact on average marginal contribution per customer
Sources: Linda Benowitz data on Average Marginal contribution
per Dual Citi customer ($208); Mint.com pitch presentation
1) Current average marginal
contribution per Dual Citi
customer is $208
2) Mint.com projected an estimated
$30 per user from referral revenue.
As a sensitivity analysis we broke
this into three scenarios, where the
low scenario is an estimated $10 in
incremental revenue, mid if $20,
and high is Mint’s $30

90.
Citi + IDEO Darbie 90
Assuming over time Darbie would drive a greater SOW of
customers financial activity, the following our estimates on
the potential impact on average marginal contribution
through incremental revenue from third party referral fees.
Sources: Linda Benowitz data on Average Marginal contribution
per Dual Citi customer ($208); Mint.com pitch presentation
If we capture $10 an
incremental revenue,
average MC would
increase by 5%,
or to $218
If we capture $20 an
incremental revenue,
average MC would
increase by 10%,
or to $228
If we capture $30 an
incremental revenue,
average MC would
increase by 15%,
or to $238
Low Mid High

91.
Appendix

92.
Citi + IDEO Darbie 92
Looking In

93.
Citi + IDEO Darbie 93
Stakeholder interviews
Jennifer Platt
Whitney Stevens
Laura Villanueva
Simon Bracken
Brian Hayes
Corey Thompson
Debbie Brackeen
Jeffrey Steer
Sachin Hamirwasia
Abdul Jaludi
Tracey Weber
Maggie Young
Linda Benowitz
Andrew Brunger
Busy Burr
We learned more about existing, products,
services, segments, processes, etc.

94.
Citi + IDEO Darbie 94
Document audit
Final
four
Darbie
notes
Kick-off
notes
We learned about the roots of the ideas.

95.
Citi + IDEO Darbie 95
Target users
• Individuals between ages 21-27,
graduated from college and in
their 1st or 2nd job.
• Starting to learn how to manage
their finances now that they are
on their own.
• Use mobile and web services to
manage and monitor their bank
account.
• Lives with a roommate, maybe a
significant other, and has some
shared expenses they have to
pay together.
• Income range is $60k or below
• Young couple between the
ages 30-38 that have 1 or 2 kids
below the age 13.
• Starting to think about how to
plan for their kids education.
Maybe planning to buy a new
home in the next 5 years or
recently just bought a home.
• Trying to also understand
how to help teach their kids
about money and the value of
saving. Maybe one person in
the household is in charge of
managing expenses.
• Use mobile and web services
to manage and monitor their
bank account. Maybe have a
financial advisor to help manage
long-term investments.
Income range is $100K-$500K.
• Established couples between
the ages 45-60 that have kids
that are either early established
parents or in college.
• Have been planning for
retirement for quite some
time, and perhaps entering
retirement soon.
• Thinking about how they can
pass on their assets to their
children. Use web services
to monitor finances but have
probably more than one
financial advisor to help with
everything from strategic
investments to insurance, etc.
Income range of $550+
Early Professionals Early Established Parents Established Families

96.
Citi + IDEO Darbie 96
Setting up the platform
We chose the ipad because it helps
establish the experience across multiple
channels like mobile, web, tablet, ATM

97.
Citi + IDEO Darbie 97
Looking Out + Competition

98.
A closer look at competitors
Simple
Humanizing the user experience
Kiboo
Focused on education and
responsibility
Smarty pig
Making the experience fun and
memorable
LearnVest
Focused on education and
aggregation
Mint.com Quicken
Smart categorization
but still clunky
There is an opportunity to find ideas
that are new to Citi, but also truly
game-changing for the industry.

99.
Citi + IDEO Darbie 99
Survey on banking
attitudes and behaviors.
We asked people in our NYC, Chicago, and Boston offices...
What products and services
do you use to manage your
finances?
Everything is in a different
places. I can’t get a big picture
of my landscape.
Dependent on morning star,
SP, Lipper ratings, but I don’t
know what that means.
The most frustrating
thing about managing my
finances is...
I never micromanaged
until I had kids.
They have my money,
but they can’t help me
make decisions.
How much time do you spend
managing your finances?
Requires us both to be
diligent, but she will never be.
I manually subtracting how
much I‘ve spent on Amex
to determine how much I
really have.

100.
Citi + IDEO Darbie 100
Early assumptions
People want a single view of all their money, across their
respective team members.
People want to join accounts so they can easily transfer money,
pay bills, save money, and share other financial information.
People have different financial roles (passive vs. active) within
their financial team and want to be able to access information
based on that role.
People want a simpler way to understand whether their true
balance is good, bad, or today.
People want recommendation on what action to take next
based on their true balance.
People would be willing to spend more time managing their
finances if were easier and helpful.
People don’t want to change how much time they spend
managing their finances.

101.
Citi + IDEO Darbie 101
Design Test

102.
What we shared
and behaviors.
Think about the way you
manage your money. What’s
changed in the last year? 10
yrs?
What’s the most annoying thing
that happens to you when it
comes to money...other than
not having more of it?
1. Learned about
attitudes
behaviors
2. Conducted
exercises
3. Shared
prioritized
concepts

103.
Citi + IDEO Darbie 103
Here’s a playback of
what we heard
Help me find the right
balance.....
“We woke up one day and
realized we were 48 years old
and had never saved. I don’t
want that to happen to her.”
“Right now I pay for 100% of
the bill and she’ll just pay me
her share later, or the next
time.”
Group fairness and equity
is hard to achieve....
“My bank was re-ordering
my expenses so that I would
always get dinged with an
overdraft fee.”
“I feel like I’m trapped in this
cycle of wanting to go out, but
then I remember I have to pay
my student loans.”
Give me a a quick
performance pulse....
“I guess I just always mentally
gauge how well I am doing.”
“I check my balance 3 x a day.
It’s the one thing that makes
me feel in control, even though
I know the number.”
Financial values are important
in to instill in children.... Help me feel in control...
Be trustworthy and helpful..

104.
Citi + IDEO Darbie 104
predictive
banking
There were ties back to team
and predictive banking
team
banking

105.
Citi + IDEO Darbie 105
There was a clear
sense of priority