benefits hub.

All of Citi's cardmember benefits, all in one place.

the ask.

Citibank approached us to redesign their credit card benefits hub. We also conducted a complete user experience overhaul of the site’s core functionality; implementing simpler design patterns, and creating a user flow custom-tailored for Citi cardmembers.

the goal.

Rebuild the benefits hub from the ground up. This included a full card benefit audit, consolidating information spread across multiple web properties and pages, and finding a way to put the user first when rethinking the site.

before & after.

Bigger card art, removal of dated photography, punchier numbers, and toned-down graphic elements all help the user focus on what’s important - their card benefits. We pushed all the most important information to the forefront, and made it plain and … — Bigger card art, removal of dated photography, punchier numbers, and toned-down graphic elements all help the user focus on what’s important - their card benefits. We pushed all the most important information to the forefront, and made it plain and simple for cardmembers to navigate their benefits.

user flow.

Simple and intuitive browsing was essential for the redesign. So we made sure to introduce additional navigational elements to encourage users to explore more of the site. Clicking on a benefit category (blue text) will take you back to the category… — Simple and intuitive browsing was essential for the redesign. So we made sure to introduce additional navigational elements to encourage users to explore more of the site. Clicking on a benefit category (blue text) will take you back to the category page, and clicking on the card art on the “included with your card” alerts will take you directly to your dedicated card detail page.

Card benefits should feel rewarding. We wanted to create a simple, beautiful experience that encourages exploration and education by only surfacing information relevant to that specific user.

easier browsing.

After completing a full card benefit audit, we explored ways to make it easier for users to find the benefits they were looking for. The visual cue from iconography allowed for faster browsing and a more streamlined appearance.

the result.

A streamlined experience that allows users to navigate directly to the benefits relevant to them. We re-structured the information presented to users on a card level, which reduced overall time spent searching on the site and eliminated the need for additional web properties by consolidating information. Which means less money spent on web maintenance for our client, and less back-and-forth for our users.

Site currently in development

roles.

Creative Lead
UI Designer

team.

Publicis NY
Axiom

client.

Citibank

tools.

Sketch