Case study
Personalization
Citizens Financial Group delivers a broad range of financial services to millions of individuals, companies, non-profits, and institutions.
The problem
Citizens did not have a platform for advertisers and sponsors to reach our customers.
Opportunity
Shape the communication pathways and financial tools that all sized businesses, especially small to medium ones, need to thrive in the new digital economic environment.
My role
Leading design from concept to execution.
As the lead designer, I was responsible for:
- Leading the design and execution of ad experiences across a variety of platforms and surfaces.
- Creating end-product quality prototypes that leverage motion.
- Crafting design briefs that provide stakeholders with clarity for critical initiatives.
- Writing detailed documentation to support design decisions.
- Leading co-design sessions to develop and iterate upon new concepts and facilitate product execution.
- Identifying best-practices and industry trends to shape the future of advertising experiences.
- Conducting UX research to gather feedback on various ad formats and placement of ads.
The work
From first concepts to shipped screens.
Outcome
An industry-leading solution that transforms the way people and businesses connect and communicate.
Deliverables
Competitive reviewDesign briefFindings from UX researchPrototypes for user research and cross-functional alignmentUser flowsVisual designs
Next project
Cigna, Designing for well-being
Cigna is a Fortune 15 global healthcare and insurance company with 190+ million customers.