Getting Started with CitiWallet
Successfully onboarded users are 67% more likely to stick to your app and stay engaged when they see value. Given the diverse distribution of our user segments, it is very important that users are provided a proper onboarding experience to eliminate churn as they use CitiWallet for day-to-day transactions.
Problem
Mobile payment apps were very new at the time of this project, and many users did not trust the security of such a new technology - especially for the non-millennial segment that isn’t as internet and smartphone literate.
Solution
A great first-time onboarding experience that provides users with their first Aha! Moment and lays the foundation for greater user adoption.
Outcome
A significant increase in conversion and retention rates, reduce overall churn, and collect personalized data of users.
Launch Application
Upon first app launch, users are presented with a brief and optional product tour that drives value prop through well-crafted messaging. The product tour should describe the core features of CitiWallet in a way that makes the app feel secure and easy.
Add a Card
To get our customers using the app as quickly as possible, we segmented all required user information by levels of priority determined by the barrier to entry they create. Providing a direct avenue to adding a card became the first priority of our onboarding experience since it is the only information needed to allow users to start using the app immediately.
Create a Profile
To continue using CitiWallet, users are required to enter some additional basic information about themselves. To avoid overwhelming users with lengthy forms, a passive prompt is provided to complete their profile after completing the card set-up process, and reminded each time they use CitiWallet to make a purchase. Offer an introductory reward for completing profile.
Pay with CitiWallet
With the growing demand for hassle-free payments for goods and services, more and more consumers are moving toward digital payment app transactions through smartphones.
PROBLEM
Through user interviews conducted by Citibank, we found that the average smartphone user's biggest concerns with adopting a payment app were potential security and convenience issues:
Why use the app when current forms of payment is already quick? What if my phone is stolen?
Why use the app when current forms of payment is already quick? What if my phone is stolen?
Solution
A seamless and hyper-personalized customer experience that keeps users meaningfully engaged through behavior-based marketing that entices users to adopt the app for day-to-day transactions.
Pay at Point of Sale
We needed to find a way to make the payment experience as quick and seamless as possible, while reinforcing trust with customers throughout the user journey.
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Settings & Management
Logging In
Manage Cards
Delete a Card
Help & Support
App Settings
