DESIGNING for Citibank?
Think banking discovery, but smarter engaging.
During my tenure at ADK Rage, I had the opportunity to work extensively with Citibank from 2013 to 2020. This project allowed me to collaborate on a wide variety of design assets, targeting different markets across Southeast Asia, including the Philippines, Malaysia, Thailand, and Singapore. My work focused on enhancing Citibank’s online presence, creating user-friendly designs that catered to a global audience, and aligning with Citibank's brand identity across multiple platforms and languages.
What doing in?
Email Automation
Our Salesforce automation EDM process was designed to ensure clarity and efficiency at every stage of the user journey. Each email serves a specific purpose to guide users seamlessly through their accreditation process.
Completion
"You're Now Accredited": A final email confirming their status as an accredited mortgage broker, ready to represent branded mortgage products.
Starting Point
"Take Your First Step": An invitation email to start the journey by applying for accreditation.
Outcome Notification
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"Congratulations!": A celebratory email notifying users of their successful training completion and accreditation
Verification Stage
"Off to a Good Start": A follow-up email requesting users to submit the required documents for verification.
Outcome Notification
"Your Application Has Been Unsuccessful": A transparent email detailing reasons for non-approva and next steps, if any.
Dashboard Improvement Opportunities
As a Product Designer, I analyzed the existing Citibank dashboard to identify key areas for enhancing user experience and functionality. Below are the improvements I envisioned for the dashboard
Improved Login Experience
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Issue: Users face confusion due to unclear input requirements and an unnoticeable "Forgot Password" option.
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Solution: Add clear placeholder text for username and password, highlight the "Forgot Password?" link, and provide real-time feedback (e.g., caps lock notifications).
Streamlined Profile Management
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Issue: The details are displayed in a dense format, making it difficult for users to locate specific information quickly.
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Solution: Implement collapsible sections with clear headings and search functionality to improve content discoverability.
Action Button Usability
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Issue: Critical actions like Edit Application and Terminate are too prominent, increasing the likelihood of accidental clicks.
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Solution: Add confirmation dialogs and group these actions under a dropdown to reduce clutter and improve usability.
User Feedback Loop
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Issue: Lack of a feedback mechanism to share their experience or report issues.
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Solution: Integrate a feedback option to gather insights for continuous improvement.
Key Contributions
I designed an intuitive and accessible online mortgage broker accreditation form for Citibank Australia, which guided users smoothly through the accreditation process. The form included clear instructions and visual cues to ensure users could easily understand and complete each step.
Innovation design solutions for global user experiences
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Dashboard Interface: I developed a streamlined, user-friendly dashboard for managing application submissions and tracking accreditation status. This dashboard provided brokers with real-time feedback on their application status and notifications for required follow-up actions, enhancing the user experience.
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Confirmation and Error Handling: The submission process included a confirmation page with success notifications and relevant next steps, reducing uncertainty for users upon form completion.
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Multi-Language Projects: One of the significant challenges was ensuring that designs were adaptable for multiple languages across Southeast Asian countries. This involved adjusting layouts and typography for translations in languages like Filipino, Thai, and Malay, maintaining a consistent aesthetic and usability without compromising brand identity.
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Credit & Debit Card Designs: I played a central role in creating diverse credit and debit card assets for Citibank, including:
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Mastercard Designs: Adhered to global standards while crafting visually distinct designs for specific promotions.
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Holiday and Voucher Cards: Designed seasonal cards with festive elements, balancing creativity with Citibank's brand integrity.
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Citi World Privileges Website: A standout project involved designing the Citi World Privileges website, offering Citibank users exclusive global offers. The platform allowed users to explore rewards based on location, with an intuitive interface supporting smooth navigation through a large volume of content.
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Email Templates & EDMs: Responsible for designing responsive Electronic Direct Mailers (EDMs) and email templates that aligned with Citibank’s clean, professional aesthetic. These designs used vibrant visuals to boost engagement and were optimized for various devices.
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Social Media Campaigns: Developed social media banners and advertisements for Citibank’s regional campaigns. Each design was tailored to resonate with a digital-first audience while adhering to brand guidelines.
Collaborative Process
Throughout my work with Citibank, I collaborated closely with cross-functional teams, including developers, copywriters, and creative directors. The projects often involved several iterations based on feedback from Citibank’s global marketing teams, which helped ensure the final designs met their expectations in both functionality and brand representation.