2021 - 2023
CITI
UX/UI Designer
Background
As part of the Enable team at Citi, I led the design of a comprehensive banking dashboard that offers users a clear, all-in-one view of their financial landscape—including account summaries, detailed spending insights, and personalized financial growth opportunities. Serving as the "face" of Citi’s digital experience, the dashboard was designed with an intuitive interface that reflects the Citi brand through its color palette and visual language. By integrating a wide range of financial tools and services already available on the Citi platform, the dashboard became a true one-stop shop for users—streamlining their experience and empowering them to manage their banking needs with ease and confidence.
Experience
A key focus of this project was the design and development of a personalized finance module within the dashboard—strategically placed as the first element users see upon login. Working closely with the UX Research team, we conducted user studies to deeply understand preferences, behaviors, and expectations. This research guided the design of features and layouts that resonate with users, delivering a tailored experience that both informs and engages. Whether it's alerting users to important updates, congratulating financial milestones, or highlighting actionable insights, this module was designed to feel personal, relevant, and empowering—reinforcing Citi’s commitment to a customer-first digital experience.
Our Process
The guiding feedback for this project was to respect the brand’s heritage while innovating for the future. With that in mind, I designed a layout that both honors Citi’s established identity and introduces modern, forward-thinking elements—placing a strong emphasis on user engagement and visual distinction.
Key Actions Taken
Revamped Onboarding: The onboarding process was restructured into easy-to-follow steps with real-time progress indicators, offering personalized tutorials based on the user’s specific business model.
Simplified User Interface: We reimagined the dashboard, using clean layouts and a clear color scheme to guide users effortlessly through store setup and management.
Advanced Store Management Tools: Key tools were reorganized into a single control panel, offering users quick access to sales analytics, product management, and customer service features.
Mobile Optimization: ZenithCart’s new design focused on making mobile management as seamless as desktop, ensuring store owners could handle tasks on the go without compromising functionality.
Key Features Introduced
Streamlined dashboard for easy store setup
Real-time tutorial assistance
One-click access to analytics and store management
Fully responsive and mobile-friendly design
Results and Impact
The dashboard design successfully captured user needs by honoring Citi’s long-standing legacy while embracing its digital future. It strikes a balance between respecting the brand’s heritage and supporting its evolution as a leader in modern online banking—positioning Citi at the forefront of transforming legacy finance into a seamless digital experience.