CITIBANK DIGITAL WELCOME KITS

DESCRIPTION

We reimagined Citibank’s traditional physical Welcome Kits as a dynamic, digital-first experience for new credit card customers. The objective was clear: deliver a consistent, informative, and engaging welcome that reinforces the value of a Citi relationship while encouraging immediate product interaction.

ROLE

As part of the creative leadership team, I guided the concept development and user experience design. Working closely with UX designers, writers, and developers, we created a modular digital experience that could adapt to different card types and user profiles while staying on brand.

RESULTS

By moving to a digital format, we made essential information easily accessible anytime, anywhere—resulting in a measurable uptick in customer engagement within the first 30 days. The new experience improved activation rates and deepened early-stage brand connection, setting a new standard for onboarding in the financial services space.

Links:

Custom Cash — Rewards Plus — American Airlines Executive — American Airlines Platinum