As Associate Creative Director within Citi’s Fusion platform (under Citi Retail Services), I’ve spent the past 3 years leading experience design across multiple partner ecosystems. My focus has been on building high-impact servicing and acquisition journeys — combining UX strategy, partner alignment, and platform scalability.

From creating seamless servicing flows to rethinking acquisition touchpoints, I’ve worked cross-functionally with product, engineering, and legal teams to deliver thoughtful, scalable solutions that align with Citi’s broader digital vision.

Key Projects at Citi

Best Buy Rewards – New Design

Led a complete redesign of the rewards dashboard and redemption experience to improve clarity, usability, and engagement.

Improved task completion by simplifying reward tracking and visual hierarchy. Contributed to increased user satisfaction and retention.

Dillard’s Partner Onboarding

Collaborated across product and legal teams to onboard Dillard’s into Citi’s partner ecosystem. Defined the experience strategy for the account servicing platform.

Delivered design flows that aligned brand, regulatory, and enterprise requirements while ensuring a smooth customer experience.

Dillard’s Rewards Redesign

Redesigned the partner’s loyalty interface to drive better understanding of reward status and conversion points.

Used A/B testing to validate UI changes, improving discoverability and redemption actions across channels.

One-Time Payment – Pay as Guest

Spearheaded the UX of Citi's cross-partner “Pay as Guest” feature, allowing users to make payments without logging in.

Focused on accessibility, mobile-first responsiveness, and trust signals—streamlining compliance and reducing friction in payment flow.

Digital PROVE Integration

Integrated PROVE identity verification into the digital acquisition journey to reduce drop-offs and improve fraud detection.

Collaborated with engineers and legal to build seamless, inline verification UX—enhancing both trust and speed for new applicants.

Macy’s – Add to Card Wallet

Redesigned the user experience for adding Citi cards to digital wallets (Apple Pay, Google Pay) inside the Macy’s ecosystem.

Streamlined onboarding steps, clarified messaging, and improved user completion rate—supporting increased digital wallet adoption.

Key Contributions at Citi

  • Collaborated with the CRS Design System team and proposed updates to improve visual consistency
  • Participated in early solutioning and UX strategy alignment for product initiatives
  • Contributed to project estimation and resource planning for design efforts
  • Organized and led working sessions with cross-functional teams to accelerate collaboration
  • Drove experience strategy for both servicing and acquisition flows across partner platforms
  • Managed multiple partner-based projects concurrently within the Citi ecosystem
  • Worked in agile sprints alongside product managers and development teams