Streamlined Account Linking for Citi Customers

This project focused on simplifying the user experience by consolidating multiple User IDs under a single account, providing customers with a unified and seamless way to manage their accounts. The initiative aimed to reduce confusion, improve account management efficiency, and address customer frustration with handling multiple logins. By utilizing user-centered design, testing, and collaboration, the final solution delivered measurable improvements in user satisfaction and process success rates.

Objective: Streamline the process of consolidating multiple User IDs into a single account, ensuring clarity, ease of use, and actionable feedback for any errors.

Key Metrics: Increase task success rates, reduce user frustration, and enhance post-launch satisfaction.

Research:
Conducted interviews with key stakeholders to understand the pain points and expectations around managing multiple IDs. Competitor analysis revealed opportunities to simplify and streamline processes.

Ideation:
Collaborated with stakeholders to outline the key touchpoints of the consolidation flow, focusing on progress feedback, error resolution, and clear communication.

Design:
Developed high-fidelity screens with an emphasis on clarity—progress indicators, success confirmation, and retry options for errors were central to the design.

Prototyping:
Created interactive prototypes that simulated the full consolidation flow, enabling early feedback from stakeholders and users.

Testing:
Conducted usability tests to identify barriers, confusion points, and opportunities for improvement. Insights led to design refinements, such as updating error messages and simplifying retry flows.

Collaboration:
Partnered with developers to ensure the implementation of designs met functional and accessibility standards. Provided detailed design specs for animations, states, and error handling.

Iteration:
Refined the flow based on testing feedback, focusing on improving messaging clarity, retry logic, and visual feedback for progress.

Launch & Evaluation:
Monitored post-launch metrics to assess success rates, customer feedback, and opportunities for further optimization.

Strengthened relationships with internal stakeholders by delivering a solution that aligned with both customer needs and business objectives, showcasing cross-functional collaboration and impact.