Citi Custom Cash

As the lead designer for Citi’s new cash back credit card, I organized and mapped the end-to-end customer experience for both web and mobile, working across 7 design domains. I translated 60+ cross-domain requirements into a comprehensive journey map, highlighting product priorities, impact on existing journeys, and opportunities for UX improvements. My expertise in Citi's design ecosystem enabled me to consult teams and guide the creation of Citi’s first mobile onboarding experience. This new way of working fostered cross-functional collaboration, driving decisions around feature prioritization and MVP launch. The successful launch of the Custom Cash card resulted in 124K applications, 57K approved accounts, and over $13.7MM in sales within the first month, setting a precedent for future large-scale programs.