Overview

Our team launched Citi's first major innovation program, D10X Innovation. We partnered with Citi to build and innovation capability, implement a repeatable and phased product development process. Over a 9 year collaboration, we validated 100 product ideas, build prototypes and ran in market tests.

Solution

• Executed over 100 experiments to validate new product ideas over a 9 year collaboration.
• Launched concurrent digital demand tests, using an experiment framework and iterative sprints.
• Tested value propositions, product features, audience segment, conversion rates and KPIs across the entire conversion funnel.
• Leveraged qualitative and quantitative research, including interviews, focus groups, street intercepts, video diary studies, and ethnographies.
• Created concept design, clickable prototypes, functional software prototypes and MVPs.

Results

• Remained a trusted validation partner across many changes in strategy and personnel.
• Created a repeatable validation methodology.
• Delivered key insights to validate product ideas, justify next phase investments and drive internal product development.