Comparing Citibank Offers

Here are some screen shots of the final experience I did for Citibank’s homepage. Before, the page highlighted one offer and buried the others. It also made it difficult for customers to compare offers.

Ask
How might we help prospective customers quickly review and compare banking offers and guide them to the account packages that suit them?

Solution
Communicate offers and benefits of each account package in a clear, concise way so that customers feel confident in their selections and applying.

Process
Collaborated with product, legal and design to align on key messages. Partnered with design on content strategy. Wrote and edited copy. Provided content support for user testing and applied learnings.

Impact
The banking offers homepage redesign was just one leg of the project. We also explored and tested onboarding including—verification, funding, adding a joint applicant, and Citi online registration. The overall project resulted in 11 spinoffs across various journeys, most of which also shipped.