Building a new space for a historic brand.

As Head of Design for Citi Wealth, I led the vision and execution of a reimagined digital investment experience—designing end-to-end journeys for Citi’s first self-directed brokerage platform, a new hybrid guided investment solution, and an evolved robo-advisory offering. Grounded in research and data, we identified new customer segments that expanded our reach and deepened engagement across the wealth spectrum. I led a global, multidisciplinary team of designers, writers, strategists, researchers, and prototypers—working across platforms to deliver intuitive, human-centered solutions that drove measurable business growth and solved real customer problems.

INVESTING WITH CONTROL

We designed a self-directed, commission-free online trading account that lets you manage your portfolio with more convenience across platforms. The first of its kind for Citi set the stage for future more robust trading and investing offerings.

EXPANDING THE PRODUCT OFFERING

Citi Wealth Builder and Citi Wealth Builder Plus extend the investment options, providing access to automated investing while getting help from a trusted Financial Advisor. The design of our CSI product set up a expanded model of investment products, balancing the feel of control while receiving professional advice. All of these investment products and digital strategy were built end-to-end by my teams with a focus on reusability, simplicity, and design craft.