Citi Group

Best Buy Rewards – Dashboard Redesign

Overview:

Led the complete redesign of the Best Buy rewards dashboard and redemption experience with a focus on clarity, usability, and visual engagement.

Approach:

Simplified the interface to improve reward tracking and implemented a clearer visual hierarchy. Worked closely with cross-functional teams to align design with platform and branding standards.

Outcome:

The new experience improved task completion rates and contributed to higher user satisfaction and retention across servicing channels.

Note:

The rewards experience is available via the Citi Best Buy Partner Portal, which requires valid user credentials to view.

Dillard’s – Partner Onboarding & Experience Strategy

Overview:

Led experience design efforts to onboard Dillard’s into Citi’s partner ecosystem—one of the largest and most sustained onboarding initiatives, executed across multiple sprints throughout the year.

Approach:

Defined and delivered a cohesive experience strategy for Citi’s account servicing platform in close collaboration with product, technology, legal, and business teams. Provided ongoing design leadership to ensure seamless alignment with branding, regulatory, and platform-wide standards.

Contribution:

Delivered intuitive, user-centered flows that supported a smooth onboarding journey—balancing user needs, partner branding, and operational compliance.

Note:

The Dillard’s rewards and servicing experience is accessible via the Citi Dillard’s Partner Portal, which requires valid user credentials.

Macy’s – Acquisition Experience Optimization & A/B Testing

Overview:

As part of Citi’s Fusion platform, all retail partners are offered two acquisition experiences: a mobile-first chat-based flow and a desktop step-by-step card layout. Macy’s initiated an A/B testing effort to compare both flows due to observed user drop-offs, while also requesting UX enhancements for the desktop experience.

Challenge:

Drop-off analytics showed inconsistent performance across the two flows. Macy’s needed to validate which experience led to better user completion and engagement, while improving the design of the desktop version for stronger conversion and usability.

Approach:

As Associate Creative Director, I led UX efforts to enhance the desktop card layout while supporting the A/B testing strategy. Key improvements included:

• Stronger visual hierarchy and structured input flow
• Enhanced trust signals and accessible design elements
• Defined A/B test metrics and collaborated on implementation

Ensured alignment with both platform standards and Macy’s brand experience goals.

Collaboration:

Worked closely with Macy’s product team, Citi’s acquisition stakeholders, engineers, legal, and compliance teams to define strategy, coordinate testing, and deliver updates across the experience lifecycle.

Outcome:

This high-visibility project is currently in the A/B testing phase. Results will help guide future acquisition strategies and inform cross-partner experience decisions within Citi’s Fusion platform.

Dillard’s Rewards – Dashboard Redesign & Optimization

Overview:

Redesigned the Dillard’s rewards experience to improve usability, visual appeal, and engagement across web and mobile servicing channels. The goal was to make reward tracking more intuitive and drive higher redemption activity through a more engaging interface.

Challenge:

The previous rewards module had a flat, text-heavy layout with limited visual hierarchy. Users struggled to understand their progress and benefits, resulting in low discoverability and poor engagement with redemption actions.

Approach:

Conducted a UI audit to identify usability gaps, then led the redesign introducing:

• A progress bar for transparent reward tracking
• Icons to differentiate reward categories
• Highlighted value propositions and promotional offers

Collaborated with UX research to run A/B testing, validating performance improvements over the original design.

Collaboration:

Worked closely with product, engineering, and legal teams to ensure alignment with brand guidelines, compliance requirements, and business goals.

Outcome:

The redesigned experience significantly enhanced usability and interaction. Users more easily located their reward progress and redemption options. A/B testing showed increased engagement with key actions and higher redemption rates.

Note:

This experience is part of Citi’s secured partner platform and requires valid login credentials to access. Visit the Dillard’s Rewards Portal.

One-Time Payment – Pay as Guest

Overview:

Spearheaded the UX for Citi’s cross-partner “Pay as Guest” feature, enabling users to make secure one-time payments without logging into their account.

Approach:

Designed a mobile-first, accessible payment experience that emphasized trust signals and minimized friction. Collaborated with compliance and legal teams to ensure regulatory alignment across all partner platforms.

Outcome:

Delivered a streamlined guest payment flow that enhanced usability, supported accessibility best practices, and reduced barriers for occasional or first-time users.

Note:

The “Pay as Guest” feature is available across all partners within Citi’s Fusion platform. A public entry point can be viewed on The Home Depot Citi login page under the "One-time Payment" section. Accessing the full payment flow requires valid user credentials.

Digital PROVE Integration

Overview:

Integrated PROVE identity verification into Citi’s digital acquisition flow to improve fraud detection and reduce application drop-offs.

Approach:

Partnered with engineering and legal teams to create a seamless, inline verification experience. Focused on building trust through clear messaging and fast, intuitive interactions within the application flow.

Outcome:

Enhanced applicant confidence while streamlining identity verification—improving both security and conversion rates across the digital onboarding journey.

Component Strategy

During the Figma migration, I led the development of a scalable component library based on Atomic Design System principles. This approach provided a strong foundation for reusable UI patterns and reinforced design consistency across modules and partner experiences.

In parallel, I proposed and helped shape an online design component library to support development teams—making it easier to convert designs into pixel-perfect, production-ready HTML. This living system enhanced efficiency, reduced ambiguity, and fostered tighter collaboration between design and engineering.

Content Collaboration & Empathy-Driven UX

Throughout my UX career, I’ve worked on a variety of projects across multiple organizations—but Citi offered a uniquely enriching experience on the content and copy strategy side.

At Citi, I’ve had the opportunity to collaborate closely with dedicated copywriters, legal reviewers, and research analysts, making content a core part of the UX design process. This partnership has helped elevate the quality of our experiences—not just visually or structurally, but in how they communicate with clarity, empathy, and compliance.

Today, my UX work is deeply informed by research insights and real user behavior, and I align closely with the content strategy team to ensure every word supports both business goals and user trust.

Fusion Module Migration

As part of Citi’s design evolution, I played a key role in migrating all Fusion platform modules from Apple Sketch to Figma—enabling real-time collaboration, streamlined workflows, and stronger alignment across global product teams.

This migration wasn’t just about switching tools; it was a foundational effort to increase design speed, accuracy, and consistency across a large-scale, partner-driven ecosystem.