Wearing your bank on your sleeve

Citizens Bank

Wearing your bank on your sleeve

The situation

Citizens Bank wanted to redesign their web and mobile experience—including a brand-new Apple Watch app. Tank conducted extensive research with the Citizens customer base to understand opportunities to improve the user experience. Staying true to the core pillars of the brand (simple, clear and personal), Tank consolidated and enhanced the site architecture, elevated and refined the visual design, and improved the mobile experience across more devices.


DevelopmentExperience designPrototypingUI design & developmentUser experience research


The 13th largest retail bank in the U.S., Citizens Bank continues to expand digitally through their newest brand, Citizens Access.

Experience design

The Citizens web experience needed to live up to their brand promise to be clear and simple. Tank set out to streamline various experiences and establish the most intuitive user journeys.

By conducting interviews and usability tests, Tank learned what users needed most from their online banking experience. We also refreshed the design to match the new, sleek, modern user experience.

App design and development

Designing and developing a mobile app for banking requires a simple and easy interface, and planning for regular updates and enhancements helps keep it secure. The apps that Tank created allow Citizens Bank customers to pay bills, balance checking accounts, locate branches and find ATMs.

Tank also designed and developed the first Citizens Apple Watch app, allowing users to check their Fast Balance and find nearby banking locations.

Tank helped Citizens keep pace with the latest technology and show their customers that they can meet them where they are.