Citi Ventures

D10X: A Mobile Banking Service for a New Generation

Citi Ventures is a department of Citibank tasked with accelerating innovation and experimentation of new products and services for its teams and customers. For more than two years, Citi Ventures has engaged Code and Theory to explore, craft and test a large series of innovative mobile services based on a native mobile design environment in order to inform short- and long-term plans for customers' mobile apps.


The Background

How to Rapidly Innovate in a Slow, Large Organization

Code and Theory was tasked with injecting new thinking and processes into the D10X incubator program to facilitate stronger ideation and validate hypotheses based on qualitative user research and rapid prototyping. The program needed not only to scale, but also to generate insights and provide larger value to the bank.


The Strategy

A Bespoke Approach to Design Thinking

Code and Theory identified and prioritized user problems and workshopped non-traditional solutions with stakeholders. Alongside Citi Ventures, we designed and tested over 50 products and conducted over 200 hours of user interviews.


The Solution

Product Launch

In addition to exploring new concepts, one of the main goals and KPIs for Citi Ventures is to launch products to the market for various audiences. Our partnership in innovation extends to the realization of advanced product design and development, including the creation of highly personalized data-driven mechanisms.

We worked closely with Citi’s development team to bring products to market, including completing full development and data modeling for complex products.

Digital Portfolio Management and Strategic Consulting

By auditing our research and presenting monthly learnings to internal staff, Code and Theory identified knowledge gaps and opportunities ranging from the tactical to the strategic within the portfolio.


The Conclusion

Changing the Blueprint for Innovation

Between 2016 and 2018, we developed 50 different PoCs with 50 different Citibank teams in the US and the UK, and collected positive consumer feedback through a controlled research process.

Our work has received wide global praise across the C-suite at the bank. The process has not only yielded a number of successful products, but the approach is changing the blueprint for how Citi Ventures pursues innovation and demonstrates its value to the organization.

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The Ritz-Carlton

Redefining the Legacy of Luxury for a Powerhouse in Hospitality

The hotel giant partnered with Code and Theory to bring its hotel's luxury into every element of its digital experience.

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  • Built a scalable design system for both The Ritz-Carlton and The Ritz-Carlton Reserve.
  • Created a guest-centric site structure to facilitate booking, content exploration and discovery.
  • Strategy, design and launch in under one year.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Tipico Featured Module

Succeeding on a Mission to Win Ohio

AOR leading an integrated campaign to capitalize on the moment and bring Tipico to market.

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  • Challenging category conventions to create a differentiated connection with audiences
  • Speaking with Ohio sports fans the same way they speak to each other
  • Working in an Integrated Agency team to connect through all media channels, including the app

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

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Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

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  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

Untitled design

Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

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  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

Transforming Education's Forefront

Defining the future of digital experiences in education.

Pfizer World| Shaping a Platform into a Beacon for New Priorities and Ways of Work

Pfizer World

<p>Pfizer World</p>

Transforming a platform into a meaningful beacon to set new priorities and ways of working.

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Galleri| Introducing a Revolutionary Medical Feat to the Market



Creating the first B2C campaign and user experience for a first-of-its-kind cancer detection test.

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  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
  • Code and Theory

    Innovation by Design

    Design Company of the Year
  • Code and Theory

    Ad Age

    Agency A-List

All Work


Says a Lot —


News — 

Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

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Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

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Figma Names Code and Theory as Launch Partner in New Service Partner Program

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Scout by Sutter Health™ Launches an App Focused on Resilience Building for Youth and their ‘Champions’, Built by Code and Theory

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Code and Theory Network Wins Six W3 Awards

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Facing the Future: A Guide to AI and Design Transformation

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Amazon Ads Debuts First Small Business-Targeted Campaign

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YETI Wins Fast Company Innovation By Design Award for Marketing