Union Square Branch Activation
Installation with multiple digital experiences to educate and entice customers. Play trivia, listen to music, and learn about Citibank’s entertainment programs.
Project Overview
Located at “the most important corner of the city”, according to Citi CEO Vikram Pandit, the Citibank Union Square branch saw an opportunity to attract customers with a digital installation. The technology placed inside of this branch is unique to banking, therefore, the digital experiences needed to complement and attract curious tech savvy users.
The interactive experiences we were tasked to design and develop included a large exterior facing screen, interior 100” touch screen, music streaming tablets, and a touch screen table. We created single experiences for each device, using each to promote a different category of Citibank’s promotions. The landscape of devices and placement allowed for multiple concepts we executed in partnership with Soho Experiential.
GOALS
Attract passing customers to step inside the branch location.
Launch four collective interactive experiences.
Encourage brand awareness.
CLIENT
Citibank
ROLE
Digital Designer (UX research, Interaction design, Visual design, Creative direction)
TOOLS
Sketch, Adobe Premier, Adobe Photoshop
TEAM
Project Manager, BE Developers, FE Developers
AGENCY
Genome Digital, Soho Experiential
FINAL DESIGNS
Union Square Trivia Game
The central main screen shows a trivia game focused on Union Square questions specific to the branch location.
Simplified registration process with character validation. Players are contacted in person by an on-site representative.
Questions are timed with an algorithm to adjust points received based on user's speed avoiding same scores across the leaderboard.
All questions offered are driven from a client accessed CMS. Scaling the game to other categories can be achieved this way.
FINAL DESIGNS
Learn Station
Citi rewards, offers and news are showcased on a touch screen table inside the installation. There are 7 categories with respective iconography that become a menu in the header after tapping in to learn more. The links drive to URLs as an embedded iframe, keeping the branded header navigation fixed to the top.
FINAL DESIGNS
Listen Station
Two tablets with headphones are located at the listening station. We designed a web app playlist experience that shuffles through songs related to Citi entertainment.
FINAL DESIGNS
Exterior Facing Video Wall
The digital screens facing the sidewalk showcases video content from across Citibank's offer categories. Eye catching graphic transitions between content. Each offer has a QR code to learn more about the feature. All content can be managed remotely by the client for quick changes.