Digital banking product & experience strategy: Citi Plus
Citi Plus is a digital-only bank and Citi’s 1st emerging wealth proposition in APAC, combining a clear value proposition with a cohesive product, brand, and experience system.
Project status
Launched in Hong Kong (2021) and Singapore (2022) Media Release (SG)
My role
Led the design and concept development of Citi Plus, working across product strategy, experience design, and brand system.
Team
3 UX designers & 1 design strategist
Key collaborators
Country CEOs, regional leadership, product, engineering, and marketing teams
The problem
Citi’s premium positioning in Asia no longer resonated with younger, emerging affluent customers — creating a gap in its future wealth pipeline.
Through market and customer analysis, I identified an opportunity to redefine the proposition and led the push to translate it into a new digital offering.
My process
Research: Synthesized insights from market research, 1:1 interviews, focus groups, surveys, and a beta testing community to uncover unmet needs and validate concepts.
Definition: Defined the value proposition and experience principles to guide product and brand decisions.
Alignment: Led ideation and stakeholder workshops to align cross-functional teams and shape key decisions.
Execution: Built a cohesive product, brand, and experience system — including key features, visual identity, tone of voice, and core touchpoints.
Key features
Impact
Citi Plus launched across markets including Hong Kong and Singapore, becoming the flagship banking proposition for the mass affluent segment and replacing legacy offerings.
Learning for myself
The value of strategy-led design is in making strategic intent tangible enough for organizations to act on
Design System & Artifacts
Visual identity exploration, customer acquisition landing page, card design iterations
