This site serves as the destination for Citi credit card holders to manage and redeem points for various rewards like travel, gift cards, and cash back.

With the parent brand rolling out new design standards, we had the opportunity to make updates to the .com. Not only was the site getting a visual update, we were able to go a little deeper in a few areas in an effort to make the interaction more seamless and the content more personalized.

Education
An underlying effort was one of education, ensuring the user understood the ThankYou ecosystem – how points are earned and redeemed. The home page does most of this lifting with the “Ways to Redeem” module as well as a “How it Works” (varying slightly base on authentication).

Marketing
Introducing promotions and gift cards it not only important to the business but we learned in testing that these are the things users wanted to see as well. The redesign introduced levels of marketing opportunities that were both responsive html and are served up dynamically – serving up offers that are not only available to the specific user but also based on their previous behaviors.

Ease of Use
In addition to the personalized promotions, we introduced a rewards activity drawer where the user can get a snapshot of their earnings as well as their order history where they could re-order – potentially the single stop for many users. Knowing how critical gift card performance we were also able to introduce some curation on the Gift Cards page. The page now highlights promotional cards, cards on sale, recommended cards, gift card categories, and the user now has the ability to sort and filter.

Delivery
Thorough documentation was created with with development and marketing teams in mind. Prototypes were used to relay interaction and animation. Content specs, variation, and requirements were delivered for reference by both internal as well as external partners.

Thankyou.com

Updates to the overall Citi brand standards opened up an opportunity to redesign, rethink, and refine the ThankYou ecirc system. Conversations with all parties led us to defining the cadence, the purpose, and the efficiencies for the program moving forward.

We rallied around specific mock creative comps but the bulk of the effort was defining the various email types, component types, and rules. The developing agency would not accept Figma as a delivery so thorough specs were delivered for both Citi internal as well as external partners/developers to reference.

Citi Retail Services is the bank behind nearly 30 partner affiliate credit cards. Before engaging our team, they were managing not only a static site for each of these partners, but a corresponding mobile version as well. Our solution was a white-label responsive interface with several levels of customization to ensure a seamless brand experience.

I was a creative lead on the project responsible for the design of several of the modules and their breakpoint states. I also lead the effort of rolling out new partners and communicating the solution to Citi and their partners.

Since a state-of-the-art responsive experience deserves responsive marketing, we designed and developed marketing modules that can populate across the experience, render accordingly at each of the 5 interface breakpoints, and were completely customizable. These modules can be used to market service offers as well as partner specific content. A theme set was developed for each partner to ensure consistency between the core experience and brand aesthetics for even white-label type service offers. Specs were also developed for a raster solution for when more complicated, or campaign specific visuals are called for.

I helped develop the overall strategy and lead a multi-office, multi-discipline team to design, develop, document, and roll out marketing offers to the various Citi partner experiences.

Best Buy Offers Page
The offers page curates personalized promotions in a dynamic fashion. Introducing hierarchy via priority, orientation, style and format – all in HTML to adhere to ADA standards. The primary offers are given additional creative variation by available theming, optional elements, and headline variations. The exclusive offers list below the grid indicates offer status specific to the user.

Citi's "most popular cards" page is a critical credit card acquisition generator, garnering approximately 50% of the paid search channel's monthly account total. We were asked to refresh the creative and improve the page's effectiveness in the terms of acquisition funnel metrics across devices (desktop, tablet, mobile). We were one of two agencies in on the effort. Each solution would be developed and tested and the agency/solution with the best test results would be awarded the cards acquisitions work.

I lead the pitch team to a very well-received presentation and, after our concept was tested, the agency was asked to continue the acquisition work. 

In addition to Citi's request for a "refresh" solution for the most popular cards landing page, we were asked to "re-imagine" what we could do with this space. Our proposal was an experience that was tangibly engaging, data rich, dynamic, and social - accentuating the relationship of a credit card with it's owner. "Which card am I?", if you will.

This forward thinking set us up as a choice partner for card acquisitions.

With approximately 3 million visits a month and an average interaction time spent of 45 seconds, even a well-designed home page is worthy of evaluation and testing. Stakeholders at State Farm engaged our team to research the history and findings of their home page to devise a learning/testing plan in an effort to help the page work as hard as it can to meet the needs of it's audience.

I worked closely with my UX Director and a small team to decipher various data sources and cull out highlights we felt we could test around. Deliverables included a findings deck, a testing roadmap, and an executive summary.

State Farm wanted to take advantage of an emerging new platform and meet the needs of their early adopting Windows 8 customers by creating a proprietary servicing app. This app was far more than just a stake in the ground, it was an immersive set of tools and information for both existing and potential customers. Users can learn about the full suite of products, view policy and account information, start or check claims, pay bills, bank, and of course connect with their agent.

I was the creative lead on the project working with a multi-discipline, multi-office team that ramped up on the platform, went through a few rounds of user testing, and provided the development team all necessary experience and design documentation.

When we were redesigning delta.com we also re-skinned the affiliate deltavacations.com. One segue between the experiences we came up with is this map-based vacation explorer that starts from the homepage widget for those that may not have a specific destination or theme in mind. Users can browse the globe, adjust filters, and learn about different locations to hone in on their next vacation deal.

I worked closely with my Creative Director and a talented team of designers and developers to execute this vision.

Bold, beautiful, powerful, clean, light, bright...These are just some of the adjectives we tossed around when designing the new marykay.com. Gone are the days of the stodgy pink backgrounds we once expected. Instead, the new look and feel relied on brilliant contrast and dynamic imagery to portray product and technique. Smart categories, sorting, and filtering allow the user to navigate the deep product catalogue.

The "My MK" portal gives easy access to wish lists, saved tips, reorders, recommendations and your personal beauty consultant.

As the creative lead, I collaborated closely with the UX team and oversaw the design of all necessary page types and assets. All UX and design was documented for an internal MaryKay development team as well.