Citi Plus
Citi Plus is a digital-only bank and Citi’s 1st emerging wealth proposition in APAC.
Project status
Launched in Hong Kong (2021) and Singapore (2022)
My role
Lead product designer
My responsibilities
- Lead: product strategy, information architecture, voice & visual identity
- Assist: user research, UI/UX design, brand & go-to-market strategy
Team
3 UX designers & 1 design strategist
Key collaborators
Country CEOs, regional executives, engineers, business product leads, marketing, global branding
