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
May 2022 - Jul 2022
Platform
Web, mobile responsive, iOS, Android
New Account Onboarding
Increase engagement of the onboarding process
This experience helps Citi customers who recently opened a new account enroll in key digital features during their onboarding process. It guides them to the sticky tasks that make their account functional, valuable, and primary through motivational design mechanics.
Problem
An Activation Checklist currently exists and is performing well. From the new accounts monitored, the checklist has been driving the increase in sticky task enrollment and engagement for the customers who are exposed to the checklist vs. customers who are not, significantly with double-digit differences. However, customers who are completing these tasks are pointing out that the checklist is hard to find (hidden in the subpages). My task is to bring the entry point of this experience to the Account Overview on the dashboard.
My role
I collaborate with a senior designer, designer, and creative director. However, there was a consistent rotation of designers involved in this project. I ended up leading the UI/Visual design and was responsible for collaborating with the product team, project management, and 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 it to create a welcoming dashboard experience for new-to 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 additional 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 meant to do two things:
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_116,h_150,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_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.
