Overview

App feature designed to enable Citi’s customers to transfer balance from account to another.The iOS App was designed to provide a convenient and accessible experience compared to the web interface.

Outcome & Impact

• Led the iOS app design project and worked with a team of creative director, UX writer and Product Designer
• Translated web experience to iOS native experience, keeping in mind the Human Interface Guidelines, resulting in a designed accessible solution.
• Improved the user experience (UX) of balance transfers, making the process seamless for customers and increasing revenue growth for Citi.

Background

Balance Transfer lets Citi credit card customers move balances from other creditors through a convenient via the app.

Problem

The lack of Balance Transfer functionality in Citi Mobile forced customers to use the web interface, reducing transfer volume and revenue while degrading user experience.

My Role and Responsibility

• Led design strategy and execution, following Citi's Design System standards and iOS Human Interface Guidelines
• Collaborated with developers and legal teams to ensure compliance and technical feasibility
• Created and presented prototypes to stakeholders, driving alignment and project success.

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To maintain confidentiality, this project has been redesigned with altered key information and content. While the balance transfer feature is publicly available, I've made additional improvements and changes to better demonstrate my skillset.

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Deliverables