Client | CitiBank
Pigi
Team
Designer - Dylan Bobier
Designer - Hannah Marshall
UX Architect - Alice Petrova
Copywriter - Ainsley Doty
Hey Google, let’s save some money
Video created for pitch purposes only.
The Challenge
How can we use voice assistant technology to improve Citi’s digital experience?
By the Numbers
60.5 million
— Number of Americans who use Siri at least once a month (represents 27% of smartphone users)
25-35 year olds
— Age of the largest demographic of voice assistant users
35.6 million
— Number of Americans who use voice assistants at least once a month (That’s an increase of 128.9% since 2016)
Voice in Banking
In November 2016, Capitol One became the first bank to launch a banking product with Alexa.
“Alexa, ask Capitol One…” now supports more than 20 skills.
In 2017, National Australia Bank unveiled features allowing users to have personal banking questions answered by Google Home.
Other banks using voice assistants include U.S Bank, USAA and Ally Bank.
The Opportunity
Citi is poised to create a voice assistant experience that offers more than Q&A.
The Goal
Help people avoid mindless overspending.
1
Encourage Goal Setting
2
Track Progress
3
Reward Mindful Behavior
Introducing
What is Pigi?
Pigi is voice-activated program that interacts with Google Home and the Pigi mobile app.
Responding to voice commands, Pigi helps you set short-term goals and make small daily deposits to your Pigibank.
Pigi tracks your “non-spending” and uses voice and digital interactions to keep you motivated.
As your Pigibank grows, Pigi offers helpful tips for making your savings work for you.
The Companion App
The Pigi mobile app focuses on three main functions, designed to act as your remote to savings on-the-go.
Set
Track
Save
We wanted to keep the UI simple and have all the functions appear on one screen to it really felt like a remote in your hand.
The Logo
Following the guidelines of Citi’s own logo we created this cute, approachable pig logo, that still feels clean and elegant. It already fits within Citi’s branding as it uses all the classic Citi logo elements.
The Colour Palette
We wanted to create a more modern take on the Citi blue colour palette, without straying too far out of their brand identity. We lightened up their classic blue and introduce a brighter accent tone, while simplify their greyscale colours down to three. When used correctly this palette is not only fresh and youthful but also accessible.
