LEADING WITH AUTHORITY

COMPETITIVE

CAPABILTIES

Pt 2: Net Worth Details

Citi Wealth

Operating from a strategy of winning at Wealth, our first executional steps involved identifying and introducing the capabilities our clients expect the firm did not yet offer.

My team’s book of work continued to act as the tentacles connecting our North America Wealth journeys.

Role

Creative Director

Design POD Structure

Creative Director, Producer, Copy Writer, & UX Designers

Team Size

5

Partners
Business Heads, Product Leadership, Platform Leads, Product Managers, Technology Leads, Design & UX Leadership, & Design System Governance

How

Taking lessons learned from Net Worth, my team approached the work centered on essential stakeholder engagement to ensure product conversations, actionable decisioning, and painless delivery.

  • Similar to Net Worth, we worked directly with our cross business stakeholders to co-design the new experience and establish requirements

  • A feedback loop was arranged to ensure our platform stakeholders could provide feedback during the process

  • User interviews were leveraged to gain fresh insights related to content flow, messaging comprehension, and general usability

  • I established an expectation of pressure testing with my Designers as they continued to develop their insights interpretation skills and practiced applying insights to their work.

What

The second new Wealth capability would live on our retail banking platform as a deep dive into Citigold investment clients’ net worth.

Net Worth Details and External Account Aggregation initiatives immediately exposed the firm’s silo culture where shared success and communication with dependent teams did not yet exist. Connecting people soon became part of my role to facilitate alignment just so work could ship.

Status

Net Worth Details MVP
launched in 2023 and is available post-login on Citi.com

External Account Aggregation
feature tied in to Net Worth experience to enable a holistic view of an individual client’s wealth

Wins

Pre-launch wins included:

Pushed my team to up-skill themselves in data visualization and personal finance

Productive partnerships established between Wealth and retail banking product peers improving alignment with the platform strategy

Continued productive partnership with the Design System leads, ensuring Wealth journey UIs evolved seamlessly along with the retail web and mobile platforms

Challenges

Pre-launch challenges included:

Strict capabilities-first approach without functional requirements or defined measures of success lead to ongoing churn

Initial lack of communication between cross-business product partners often blocked progress

Lack of investment caused the work to pause, resulting in 3 different designers approaching the experience from start to finish

Consistently shown strong, positive leadership across our Wealth dashboard team and others, acting as the glue that ties everything together for us.

Chris Worley
Previous Direct Manager at Citibank