Legacy Book
An iOS app to complement a desktop experience.
Remembrance planning for loved ones at the end of life. Legacy Book organizes your entire online life into a bundle of digital living wills, funeral plans, and multimedia memorial portfolios.
my-afterlife.com
Citibank
Client
Project Timeline
2022 - 3 months
Platform
Web, mobile, iOS, Android
New Account Onboarding
Increase engagement in benefits enrollment
This experience helps Citi customers who have recently opened a new account seamlessly onboard by enrolling in essential digital features. Through motivational design mechanics, it encourages them to complete key tasks that make their account functional and valuable.
Problem
Solution
My role
The Activation Checklist is performing well, with double-digit differences compared to customers not exposed to it. However, users report difficulty finding the checklist as it’s buried in subpages.
Move the Activation Checklist entry point to the dashboard, ensuring users can easily recognize and access the enrollment process.
The team saw a consistent rotation of designers throughout the project, before and when I joined. Ultimately, I took the lead on design, working closely with the product team and project management while also leading stakeholder meetings.
Checking Account
Credit Card
47.2% improvement in successfully posted Direct Deposit transactions for Checklist customers vs. non-Checklist customers
Challenge
Because the checklist is hard to find and hidden in the subpages, my challenge is to create a welcoming dashboard experience for new Citi or existing customers with a new account. This would serve as an entry point to the activation checklist as well as a nudge to users to complete their account setup.
"How might we" and other key questions
• Digitally motivate clients to complete key onboarding activities.
• Be a North Star example of how to motivate clients to complete key activities.
• How do these vary by time in the queue?
• How do these vary by client type?
• What research, if any, is for Citi-specific products and
services are: completion meters?
2 Accounts
2 Accounts
4 Accounts
My design goal
The design must be noticeable enough to grab the users’ attention amongst all the other containers on the dashboard.
The designs are intended to accomplish two goals:
1. Celebrate the fact that a customer has opened a new account with Citi.
2. Guide users on how to access the Activation Checklist ledger page and
complete their account opening digital tasks.
A or B? Testing the details
Customers will see this placement if they are new to Citi and have at least one account that has been opened in the past 90 days. A few key questions we'd like answers to from the interview are:
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Would customers prefer to see the CTA links in the MRC Activation Checklist or would they like the CTA to direct them to their Account Ledger page?
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Is it intuitive to click on the Cards icon in the placement to navigate to the Ledger Page?
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Of the two design options, which design do they prefer? Would they like to have more instructional text or less?
There was not a lot of interest in this tile, initially. It was easy to miss.
Test findings
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7/8 respondents prefer to see the Account Overview dashboard page first, instead of diving directly into the detail of each account (the ledger).
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Copy - the “Complete Your Account Setup” tile was not particularly discoverable.
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There was some confusion about the card art on the Checking tile - what purpose does it serve?
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Both text links and buttons were successful as CTAs.
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Most clicked the task CTA rather than the account number CTA or card art.
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Card Art on the Checking tile- what purpose does it serve?
Copy- the “Complete Your Account Setup” tile was not particularly discoverable.
Most clicked the task CTA rather than the account number CTA or card art
Redesign - round 2
Test 2 - the findings are more positive this time
1. The newer bolder design was generally appreciated.
2. “Welcome” was a friendly greeting.
3. The confetti was fun and celebratory.
4. Columnar design appears to be easier to read.
5. Text CTA was easy to read and clear.
Internal governance and approval
Now that we have a design that resonates with the users, we are ready to deliver. One more step left is to get internal approval from the Citi Dashboard Team (we normally don't present ideas until we have validated them through usability testing). Disappointingly, the outcome was less than favorable - our design stood out too much! The Dashboard Team wanted our designs to be less pronounced and more synergetic with all other containers.
![[GD-10112] Activation MRC_Final Review_1x (1).jpg](https://static.wixstatic.com/media/f2a9c9_c4e5b571dc6740f881670ca949fce698~mv2.jpg/v1/fill/w_646,h_836,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BGD-10112%5D%20Activation%20MRC_Final%20Review_1x%20(1).jpg)
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Wrapping up
It took another 3 full iterations of simplifying the designs to land our final design. This can be less than ideal but understand that we need to make the design uniform to the rest of the Citi dashboard, especially given how many experiences are vying for attention on the dashboard. In a large organization, knowing the process and involving the key stakeholders at the right time with the appropriate information is imperative for smooth project execution.
