Selected sites for Citi
Joining strategy, interaction and visual design, I worked with the Citi team to reimagine best user experiences for a range of products. From information architecture to visual branding, I designed and prototyped these responsive sites.
1/4 Selected sites for Citi
CITI THANKYOU GLOBAL REWARDS
In 2015 we pitched and won the global platform for all products under the Citi ThankYou rewards programs. Working in partnership with Nidhi Malhotra, we led the ideation and design of the biggest digital platform fully built inhouse at Publicis NA. The .com includes personilized content for every product and country, including imagery, copywriting, and product matrix. The responsive UI is built using modules whitch hirerchy and information can be customized following both, user testing and business goals. In terms of visual design, we elevated the ThankYou products and offers to resemble best-in-class experiences available to every Citi ThankYou customer.
2/4 Selected sites for Citi
MOST POPULAR CARDS
Given the task of creating a landing page from paid search, the primary goal was to convert users from searching to applying. I worked with a strategist, interaction designer, writer and financial advisor to create an experience that presents the user with everything they need to know, in the clearest, simplest way possible. We worked within a 4-column grid to champion information transparency, readability and intuitive navigation.
As the page scrolls down, a fixed navigation bar follows to reinforce each product line. Legals can be a headache, so we created a collapsible/expandable area to show just the legal for the selected card.
DIRECTION 02 | CONCEPT
3/4 Selected sites for Citi
Given the positive results of the Most Popular Cards testing, Citi invited us to create a new platform to showcase the ThankYou rewards card family. We applied learnings from the Most Popular Cards selector to refine the user journey, optimizing information heirarchy and simplifying card comparisons.
I concepted and designed ThankYou family, ThankYou Prestige, and ThankYou Preferred sites.
4/4 Selected sites for Citi
In 2015 Citi invited us to re-envision the Welcome to Citi Private Bank experience. After studying the Private Banking market segmentation, personas and behaviour, our strategy was based on three keypoints: Lead with Citi's experience, treat a prospect like a client, and design the platform around stortytelling (not product sell).
Our brand principle is Fullfill Your Fortune, which is articulated by the following experience pillars: bespoke, adaptive, and purposeful.
Experience pillars moodboard
BESPOKE Curated. Understated. Confident. Detailed.
ADAPTIVE Wordly. Energetic. Connected. Evolutionary.
PURPOSEFUL Focused. Intelligent. Optimistic. Aware.