The Kick Off
I was brought on the Citizens Bank team to help develop a pitch concept that had been well received: a savings application, but on Facebook. While limited in actual definition in the deck, the idea of people sharing savings goals resonated strongly with client customer research and so they wanted to see it realized in some form.
After absorbing both client and public research about the negative attitudes on the use and discussion of real money on Facebook, I determined that the application would have to go deeper to the actual principles of how people save money, and the demonstrable actions of restraint or cleverness that might garner commentary or ever praise amongst friends. In the process, while creators were aiming to receive praise for saving money in clever or interesting ways, non-creators could still use the application to search this resulting corpus of data about how people were actually saving money in clever or interesting ways for themselves.
I then worked with the larger team in incorporating this concept into action, which had to be tied into a larger campaign effort being designed at the time. I developed a number of app interaction models that showed user content journeys running alongside desired messaging journeys that would tie in TV, digital and other media efforts running at the same time. Full specifications for both desktop and mobile apps were created to detail the experience.