Citi wanted to provide a solution that allows users to see the impact of larger credit card purchases and related interest over times and take action, leveraging an existing product and exploring new solutions. FUNL partnered on a multi-phase program including Digital Demand Test > Static Mockups > Clickable Prototype > User Research > Functional Coded Prototype > Demand Testing the Prototype > Evolving and scaling the product.
Work
Conducted multiple rounds of digital demand testing (landing pages, Google and Facebook ads), to test unique audiences and value propositions that could improve product engagement.
Designed two tracks of app mockups and clickable prototypes - core business and “challenger ideas” - refined through iterative UX research.
Developed a fully functional prototype application that enables user to link their bank accounts via Plaid and receive recommendations through an interactive calculator and rules-based, multi-channel push notifications.
Managed a digital acquisition to drive users to the tool, sign up and link bank accounts.
Performed weekly cohort and funnel analysis, KPI reporting and optimization of the product and marketing campaigns.
Results
This was a completely new way of iteratively validating and developing a new product.
After a successful program, the company implemented the learnings by enhancing the existing product and incorporating the acquisition and communication strategy.
We worked with the FUNL team for many years. They have consistently proven their versatility, adapting to changing priorities, and speed in delivering data-driven insights from real in-market validation and prototyping. This really helped us combine velocity with rigor, to make sound innovation product and investment decisions
