Catherine Lynch

In this discussion, Catherine Lynch, the Head of Digital Experience at Citizens Bank, shares her extensive banking background and insights into human-centered design. She pinpoints the three core customer needs: seeing, moving, and protecting money, highlighting how cognitive overload shapes customer expectations. Catherine discusses innovative strategies like partnerships with fintechs and the importance of observational research from their innovation lab. She emphasizes the power of empathy and rapid prototyping to streamline banking experiences in a complex environment.