Citi Inclusive Design
A strategic initiative to identify opportunities to incorporate inclusive design techniques and methods into product & service design processes
In December of 2020, Citi hired Mad*Pow to bring more structure and formality into its approach to inclusive design. The goal was to define a strategic vision for inclusive design under the banner of “driving impact through design” by" identifying quick-win and long-term opportunities, executing on quick win opportunities to deliver immediate value and positioning the design team as a strategic partner to business units (as opposed to an internal creative production shop).
detailed case study available upon request
The Inclusive Design Model I created based on secondary and primary research.
My Role
An image of a triple diamond showing how to apply an inclusive lens to our design process at every stage
Led the effort to establish the strategic vision for Inclusive Design at Citi Design — creating an Action Plan for change.
Interviewed Citi Design team employees to understand the current state of Inclusive Design practices in the organization
Conducted secondary research to understand best practices and barriers to achieving the strategic vision.
Collaborated with Citi’s Inclusive Design Creative Director to bring the Inclusive Design vision to life.
Conducted and synthesized stakeholder interviews to understand priorities for different teams coordinating on the effort.
Created research goals, a screener, and a study guide to use to conduct in-depth, participatory, generative interviews interview underserved audiences about their experiences and expectations with financial access.
Ran an Inclusive Design Pilot with one of the design teams working on a debit card for traditionally underserved audiences. Worked closely with Citi’s Inclusive Design Creative Director to set strategic and visual direction for team members to move from design strategy to design execution.
Conducted concept testing on the ideas the pilot team came up with based on the strategic direction we set.
Onboarded a UX Designer and Content Strategist to oversee the transition to concepts to high-fidelity designs.
Project Deliverables
Over the 9 months of this project, I conducted countless interviews, ran ideation workshops, conducted research to test early ideas, and set strategic direction.
