Creating a fully native and accessible design language.
The Citi DDL is built on Atomic Design—a methodology that structures scalable systems from foundational elements to complex components and modular flows. Designed to be mobile-first, it ensures a consistent, ADA-compliant experience across all form factors, and is adopted globally by Citi’s in-house creative teams and external agency partners.
CORE PRINCIPLES
Core principles guided the design and development of the Citi Digital Design Language providing clear expectations and setting standards for future evolution. We wanted to create a living system that was integrated with technology and governed by a cross-functional team. When I took over it was important that ensure all partners were bought in and saw the value in enabling not only efficient and consistent design but also tokenized reusable ADA compliant components to drive development.
COMPONENT DRIVEN EVOLUTION
Establishing reusable components and patterns that enable evolution and efficiency. The design system evolves with use to enable new experiences that feel comfortable while allowing out design teams to solve for their unique situations.
