Just as COVID hit the globe I was put in charge of redesigning the Small Business journey for the main Citi website. This was a major redesign initiative to increase conversions to our Small Business Citi offerings. We were not getting the engagement that we needed to convert users due to a lack of clarity in our messaging. The following are a selection of the final marketing pages I created for the Small Business redesign. The project took nearly a year and half and was one of the most challenging projects I have ever worked through from a political standpoint. There were more than 13 department heads involved and I was responsible for organizing and driving the entire initiative forward.
Prove Authentication Process
As part of our global credit card sign up process I was tasked with creating a cross platform activation system. Below you will see the process to complete your credit card signup and activation we created which we internally reffered to as "Prove." It was meant to be a final verification of identity and credentials before completing the process. At this time we were trying to bring positivity and lightheartedness into our products so I created the following flow to provide a solution to both of these issues. I was responsible for the flow, animation and messaging seen below.
Citi ATM Redesign (Accessibility)
Towards the end of my time at Citi, legislation was passed tightening ADA and Compliance with regards to Disabilities and Accessability features. I was tasked with taking leaderships very loose ideas, concepts and flows and creating a solution that addressed this legislation for our ATM UX.
Below was the extremely complex direction I was given to work with from leadership. As you can see that in itself was quite an undertaking.
As part of this initiative I was tasked with creating the following wires specifically for the accessibility portion of the ATM experience however to do so required me also establishing an overall high level introductory flow as well which can be seen below.
The following diagrams I created were specifically geared towards our accessibility UX
Conclusion
The main challenge for all of the projects at Citi Bank was the large scale of the company, working within a highly regulated environment and working closely with legal and overlapping product owners. It involved intricate strategies outside of the design itself to move projects forward. Ultimately throughout the breadth of these projects we ended up with solutions that I felt overcame those challenges and provided our users with the best experiences.
