Behavioral Science Casebook Example: Citibank App

As related to the Applied Behavioral Science in the Digital Age course that I have been developing, I am creating a casebook that covers examples based on the real world, such as sample websites, app designs, email campaigns, and customer journeys with ideas about how to evaluate such designs though the lens of behavioral science. To provide feedback or suggest companies to include in the casebook, please feel free to contact me at

The case which follows is a draft case based on the Citibank mobile app.

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