Citibank — Fusion Design System
We evolved and automated a web-only design system to work across all platforms and break points, thereby enabling three different user groups to accomplish their tasks and pursue their goals. What’s outstanding about this work is its sophisticated simplicity and wide-reaching impact. Our design strategy not only harmonized a highly complex ecosystem of users, needs, and repetitive production tasks, it also extended the Citibank brand of service. Thanks to its truly modular and flexible approach, our design system works consistently and coherently across the entire cardholder digital experience to reinforce user trust and strengthen sentiment.
Example of design system distillation of changing elements for developer handoff
Example of white label (left) and applied brand elements (right)
Customer sign-up flow for a Sunoco-branded Citibank card
Example of a sign-in screen for making a payment
Combined user onboarding and sign-up flow for a Suncoco-branded card and app
Role — Visual and UX Design
Agency — Publicis Sapient
CHALLENGE
Support retail brand experiences, increase new accounts and sales, proactively drive and track sales in digital channels, grow digitally-engaged customer base, and drive partner satisfaction. Additional complexities included new requirements to accommodate varying tiers of brand expression. In brief, we needed a design system grounded in sophisticated simplicity that works as well for edge cases as it does for meeting core user needs.
INSIGHT
Simplicity and convenience spark consumer demand and make it easy for card-issuing partners to join Citibank’s network.
SOLUTION
To demonstrate Citi’s competitive advantage, we devised a responsive and dynamic design system that delivers best-in-class experiences for consumers, issuers, and Citi employees. This flexible, modular, user-centered approach accommodates the diversity of Citi’s partner brands and optimizes conversion pathways for partners and consumers. Our solution is a triple threat:
Consumers can more conveniently and safely pay using the brands they already know and trust, with the capabilities, safety, and convenience of the Citibank network
Partners can easily join Citibank’s network with a few clicks, capitalize on existing data marketing programs, and create new acquisition opportunities
Citibank employees can quickly and efficiently onboard partners, process requests, and share content and insights
Our consumer-facing white label offerings included card designs, landing pages, and targeted display and social content. On the back end, we devised intuitive, navigable interfaces with innovative capabilities that give issuing partners and Citibank employees timely and easy access to tools and dashboards. Citi can instantly provide content and media campaigns to partners that help drive credit card applications and other marketing initiatives, and partners are empowered to quickly configure, customize, and share content to meet their unique objectives.
RESULTS
By leveraging brands that consumers already know and trust, we’ve made it easy to bank with Citi. Our white label solutions have increased operational efficiency, empowered businesses, and increased consumer touch points for deeper engagement opportunities.