Citi Odyssey
Retail Banking Experience
Citi Odyssey was a multi-year redesign of Citi’s retail banking experience across 15+ markets. I worked across the design system, information architecture, UX patterns and prototyping, helping create a more consistent and flexible experience across products and platforms.
A key part of the work was creating a modular foundation that could adapt to different banking products and markets. This included rethinking the information architecture and introducing tailored dashboards, contextual upsell and self-service patterns to make the experience more relevant to customers.
I worked closely with the technology team to turn these ideas into a universal component framework and application architecture. Prototypes helped us explore and validate concepts early, while documentation, new tools and design processes helped make the system scalable across the region.
Business impact
The numbers made the case for the system. Conversion, support calls, rollout time and NPS all moved, and they moved because the foundation was shared.
Multi-platform
One system, from phone to large screen. The layout adapts rather than being redesigned.
Rollout speed
Fifteen plus markets in under nine months. A design system used as a business tool, not just a component library.
Contextual by design
Upsell and self servicing live inside the account overview, shown only when they are relevant. Fewer calls, higher NPS and a real lift in digital sales.
Standardised dashboards
Every product got the same dashboard skeleton. What changes is the content, tailored to the account, not the layout.
Mobile to large screen
The mobile patterns scale up rather than being redrawn. A tablet or desktop view is the same system with more room.
Design language
Over 150 pages of documentation kept design and technology in step across the region.
Theming support
Six customer segments, one code base. Theming turns a new segment into a token set rather than a new app.
Prototyping
Real data, real devices, instant test cases. We could configure different scenarios in seconds, without build cycles or expired sessions getting in the way.
