CITI YOUTUBE CHANNEL
Role: UX Designer, 2013.
Citi’s Social Media team tasked PCD Group with revamping Citi’s YouTube channel, which had been previously maintained by Corporate and did not feature consumer-friendly content. We came up with new strategy focusing on consumers and what Citi could do for them. As the UX designer, I audited and evaluated 500 videos, created competitive reviews, user personas, functional requirements, information architecture and wireframes. The new channel was launched in August 2013.

WOMEN & CO.
Role: UX  & Visual Designer, 2013.
PCD Group designed the first Women & Co. site in 2009, as the go-to site for financial news and insights geared to women. Though the Citi-sponsored site was very popular, by 2011 the business priorities had changed and the site needed a rethink & redesign. As lead designer, I created competitive reviews, functional requirements, process flows, information architecture and wireframes. When it came to the GUI design, it was an all-hands-on-deck situation and the entire design team chipped in. The site launched in 2011, and though very successful, was shut down in 2015.

WOMEN & CO. MOBILE
Role: UX  & Visual Designer, 2013.
In 2011, Women & Co. asked PCD to design and implement a mobile-optimized site for the first time. While we were eager to create a responsive site that would work with all phones and tablets, the client was set on focusing on smartphones as a way to test the waters. As lead designer, I created competitive reviews, functional requirements, process flows, information architecture, wireframes and the final GUI.

CITI AT WORK
Role: UX  & Visual Designer, 2012.
The Citi at Work team engaged PCD in redesigning their co-branding template site, which they felt was ineffective. As lead designer, I created functional requirements, process flows, information architecture, wireframes and the final GUI. The result of the redesign was an increase of account balances; acquisition of new customers and the promotion and presence of a financial education.