Citi: acquisitions


the challenge

Online applicants for retail cards were dwindling and updates to the page were difficult because desktop and mobile were managed as separate pages. User testing informed us that the amount of fields was overwhelming users and that they started too far down the page. 


My Role

My role on the team included work on the redesign and building new functionality for the white label design, as well as designing the partner branding for the pages. I began as a designer on the team and grew to lead the team, providing art direction for other designers.



Through our redesign, we were able to make the page responsive, reduce the visual weight of the fields and bring the start of the application higher on the page, leading to a massive 36% increase in conversion, 4x what the client had hoped for.