Phygital Banking Experience
Led the design of fixtures for Citibank’s nationwide retail transformation, aligning with Gensler’s future-focused strategy across 600+ branches.
00
problem
The client’s objective was to reinforce the relevance of brick-and-mortar locations by using physical spaces to surface, explain, and humanize products that are not possible to discover through digital channels alone. As Gensler notes, “currently, only 25% of banking products are available online, leaving digital-only users unaware of certain offerings.”
solution
To serve Citibank's customers, I worked in close collaboration alongside Gensler’s team and our engineers. This involved reviewing concepts, consulting on feasibility, and grounding every decision in economics for the end user.
Creating 3D models early in the development stage is essential to test and share ideas.
One challenge was integrating touchscreens into floating tables, a first for me. By sourcing manufacturer specifications and embedding them into the 3D models, I was able to validate the idea early. This approach not only ensured feasibility but also kept the user experience front and center, bridging ambition with buildability.
Through close, ongoing collaboration with engineers and fabrication leads, I ensured design concepts remained grounded in material constraints and shop capabilities. Rather than limiting creativity, this constant feedback loop improved efficiency and revealed new opportunities for problem-solving and expressive detailing—outcomes that would not have been possible without their technical expertise.
Dynamic Schedules
Project management was crucial as we rolled out multiple fixtures for several branches at once. The Fixture program was designed as a catalog that the individual bank branches could "order" from. Although every branch needed a tailored teller row resulting in constant oversight. Tracking all correspondences with clients and fabrications proved to be helpful numerus time as these production timelines can go on for years at times.
01
02
03
see also
