The next generation of Citi’s online credit card application
Citi Retail Services provides credit card services to 25+ retail partners with over 23 million applications processed annually. The new application streamlined the experience with a mobile first approach to be anywhere customers wanted to apply.
Project
58% of Citi’s online applications were on a mobile device
Emerging trends showed a steady rise in chat based interfaces used for complex tasks
Based on these findings, the team and I took the opportunity to capitalize on this emerging trend and create a conversational user interface that streamlines the process of applying for a credit card. To serve as the foundation of this new, white labeled product, we created a multi-brand component library supporting 25 different retailers.
After the initial launch, and feedback from customers, we made additional optimizations that improved the time for completion.
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Initial Launch
For the initial launch customers filled in each field separately using a single input above the keyboard similar to a messaging app.
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Post Launch Enhancement
Based on research gathered from the initial launch, we updated the design to combine related sets of fields resulting in a more streamlined experience.
Little Big Details
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Alpha numeric keyboard input.
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Email specific keyboard input.
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Number specific keyboard input.
Results
5% increase in new customers
9% increase of online accounts
11% increase in enrollment for paperless statements
My Role
Design Lead and principal designer managing three other designers on the project.
Other Contributors
UX Lead
3 UX designers
1 design technologist
1 content strategist
1 copywriter