Design Goals

Grounded in user research, I established clear design goals to guide the Citi Business Brand transformation. Each goal addressed specific user pain points while aligning with Citi’s broader business objectives and brand integrity.

1. Unify and Modernize the Visual Brand
   Create a cohesive, updated visual identity across all business-facing platforms to improve consistency and professionalism.
2. Simplify Language and Layout
   Remove jargon, enhance readability, and design intuitive layouts that build clarity, trust, and ease of use for all audiences.
3. Redesign the Information Architecture
   Reorganize content and navigation to support user goals, reduce cognitive load, and streamline access to key tools and services.
4. Enhance Accessibility and Compliance
   Ensure the experience meets WCAG 2.1 standards, improving usability for a wider, more inclusive audience.

Design Process

Information Architecture Redesign

To create a more intuitive and efficient navigation system, I applied user-centered methods to restructure Citi’s business content:

• Conducted open and closed card sorting sessions with internal employees and external clients to uncover how users naturally group and label information
• Redefined the site structure into 5 clear, primary content categories, each supported by logical and consistent sub-navigation
• Validated the new IA through tree testing, where users achieved a 75% success rate on key tasks—demonstrating significantly improved content discoverability and navigation clarity

Typography & Language

To improve readability and establish a clearer visual hierarchy, I modernized the typographic system and simplified the platform’s language:

• Replaced the outdated serif-heavy font system with a clean, accessible sans-serif stack optimized for digital interfaces
• Created a scalable typography system with defined hierarchy for headings, body text, and utility content—ensuring consistency across pages and components
• Collaborated with content strategists to transform jargon-heavy language into concise, approachable messaging tailored to both internal users and business clients

Color & Visual Design

To create a more modern, accessible, and brand-consistent visual experience, I reimagined the Citi Business color palette with both usability and corporate identity in mind:

• Introduced a refreshed color palette anchored in Citi’s iconic blue, balanced with soft neutrals and vibrant accent colors for key actions and interactive elements
• Prioritized accessibility by ensuring high contrast ratios across text, backgrounds, and UI components, meeting WCAG 2.1 AA standards
• Partnered with brand designers to align the new aesthetic with Citi’s core brand guidelines while pushing toward a more modern, business-forward look and feel

Iterative Prototyping

To ensure our design decisions were grounded in real user needs, we followed a structured, iterative design process from wireframes to validation:

• Created low-fidelity wireframes to test and validate the new information architecture and layout logic early in the process
• Developed high-fidelity prototypes in Figma, integrating real content, updated typography, and the refreshed color system for realistic interaction flows
• Conducted two rounds of usability testing with 8 users per round, capturing feedback on navigation, clarity, and content comprehension—allowing us to refine the experience based on real-world behavior

Outcomes & Impact

The redesigned experience delivered significant improvements in usability, efficiency, and user satisfaction across Citi’s internal tools and external business platform:

• Task success rate increased from 62% to 81% in usability tests focused on the new information architecture
• Average time on task decreased by 30% for internal users locating key documents and tools
• User satisfaction scores improved by 40%, based on post-launch feedback from both employees and business clients