Member 3: GTM & Product Strategy

Goal: Build Citibank’s revival roadmap.

Define GTM for 2–3 focus segments (e.g., digital-only accounts for gig workers, SME loans).

Suggest new/modified offerings: vernacular app, no-minimum balance account, youth-focused credit products.

Suggest potential local partnerships (fintech, edtech, gig platforms).

Prepare content for Slide 5–7: GTM plan + product strategy.

[ux design and multi lang support]

Resources

• Citi identity: https://fontsinuse.com/uses/5238/citibank-identity

• Citi logo change inspiration: https://www.instagram.com/reel/C9Sl3HbO3-o/

• design: https://www.adaminsights.com/the-1-5-million-napkin-how-paula-scher-redefined-citibanks-identity/

• citibank gold (HNI app): https://www.nickpierro.com/citi-case-study

• citi consumer dashboard: https://www.nickpierro.com/citi-case-study

• citi mobile app inspo: https://ivancalderon.net/citi/

• citi color palette: https://www.brandcolorcode.com/citigroup

• citi blunder: https://www.cmswire.com/digital-experience/bad-ux-cost-citibank-500m-what-went-wrong/

• citi ux vision: https://www.citibank.com/tts/articles/article188.html

• citi logo svg: https://worldvectorlogo.com/logo/citi

• Brown University case study : https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://www.brown.edu/Departments/Engineering/Courses/En9/spring/Citibank%2520FINAL%2520Case%2520Study1.doc&ved=2ahUKEwj-xs-B-5-NAxVRhGMGHVTAMIUQFnoECBwQAQ&usg=AOvVaw3UPAvhoK99r6m05cc0BYYV This is about 2004, Citigroup, the largest U.S. bank holding company, faced pressure to offer free checking accounts. As Director of Product and Marketing, Beth Markle weighed the pros and cons of this decision, considering its impact on customer attraction and brand image. Founded in 1812, Citigroup had grown into a global financial services firm with a diverse product line and presence in over 100 countries.

• citi EWA capital investment:

  • https://www.dailypay.com/press-center/press-releases/dailypay-secures-additional-usd100-million-credit-commitment-from-citi/
  • https://www.paywatch.com.my/blog/read/enabling-regional-expansion-with-citi

• citi in india: https://www.citigroup.com/global/about-us/global-presence/india

• citi flexpay bnpl: https://citicards.citi.com/usc/flexpay/Default.htm?BT_TX=1&ProspectID=B890D43CE803403A8C60967D5B6364C1

notes:

TODO:

design resources

1. Understanding intranet ux philosphy and how it plays a role in higher internal productivity, efficiency and other metrics. https://www.nngroup.com/reports/intranet-design-annual-2020/ Key reference: Barclays https://home.barclays. Really good design language. good contrast. appealing.
2. https://freedium.cfd/https://medium.com/@designgrapes/8-ux-design-resources-that-every-designer-needs-to-know-about-12db30471101
3. https://medium.com/design-bootcamp/my-top-free-selection-of-ux-study-guides-from-nielsen-norman-group-nn-group-79d51858f510
4. https://www.youtube.com/@NNgroup/playlists

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Goal

• India seeks expansion opportunities
• with all the situations and changes india is an attractive market for new companies
• globally successful companies can struggle in india
• companies change for indias demand
• local competitors out compete globals due to their foothold and advantage
• rebranding and marketing is very key

citibank goal

• Corpo banking and wealth management
• mass retail failure in india, less relevant, youth driven economy’s backbencher
• citi is foreign
• citi needs to gain trust of millenials, professionals, small biz
• global trust-local agility, inclusive offerings, emotional storytelling, digital convenience, partnerships for scale, credibility, and cultural resonance