For Citibank the strategy is to shift the paradigm of what retail banking is today. A completely new global digital bank designed to compete in multiple markets and designed to satisfy the financial need and goals of diverse customers. Easier with simple processes, clear information and direct connections. Purposeful and useful tools to make financial life simper. Tools for success. A fundamental shift in customer experience required a design approach that integrates all aspects of Citibank business. Channel strategy - targeted to be relevant to the costumer needs, their mode of living. New Ecosystem - facilities when and where the customer is. A commitment to supporting the customer at home, work or around the globe. New architecture - revolutionary new Citibank design language. Faster and personal customer interactions - customized, easy to use and ubiquitous. A core set of values that required rethinking the products and services, environments, behaviors, technology and communications. Every aspect of the brand and how the customer experiences it, needed to be built into a strategic solutions to drive customer satisfaction and take Citibank into the future.