CITI
UX Designer
Co-design the visual appearance and assure alignment with the Citi style guide of all new features and enhancements on the new CitiPay mobile application. Act as the user advocate during the development process, subjecting early-stage designs to usability testing or expert review, and offering implementation suggestions from a user-centered perspective.
The Problem
CitiPay mobile application had usability issues, causing frustration for users trying to make payments.
The CitiPay mobile app was meant to provide a seamless digital payment experience, but users were frequently struggling to complete transactions due to unclear navigation and poor feedback mechanisms. Many users reported frustration with multi-step authentication that was not well-communicated, leading to high drop-off rates during payment completion. Additionally, the app’s UI lacked a consistent design pattern, making it difficult for users to predict where critical functions were located. Errors were often vague, providing little guidance on how to resolve issues, which increased customer service inquiries and user abandonment.
The Solution
Improved usability through user research, iterative testing, and enhanced visual design patterns.
I initiated a comprehensive user research process, gathering insights through usability tests and heatmaps to understand pain points. Based on these findings, I redesigned the payment flow, simplifying authentication steps and providing clear feedback mechanisms at every stage. I also established a more intuitive layout, ensuring that essential actions (such as payment confirmation) were easy to access. By implementing a design system with consistent UI patterns, users were able to navigate the app more predictably. Additionally, I enhanced error messaging, ensuring that users received actionable guidance when something went wrong. These improvements led to a significant reduction in abandoned transactions, improved user satisfaction, and decreased customer support calls.
Establish and solve user needs and problems based on observation of user behavior and analytics
Design elegant solutions to complex workflows communicated in visual design using Sketch App
Interface design—component-level interaction principles and concepts
Product design—product-level interaction principles and concepts
Have a deep understanding of the Citi product offering, the market in which Citi operates, and the target customers; create wireframes, comps, and prototypes based on behavioral specifications and personas in order to conclude on best approach and practices for optimal user experience
Stay abreast of industry trends and best practices in order to facilitate discussions and guide the decision-making process to meet project objectives
Understand customer goals, business requirements, and technical constraints in order to work within project & resource parameters
Contributing to growing design system in an effort to cultivate a coherent look and feel across the entire Optiv platform
DOCUMENTATION
