CitiBusiness Online

We reimagined the CitiBusiness Online digital customer experience through iterative user research, prototyping, and responsive web development.

The challenge

CitiBusiness Online is the platform used by all major business Citi clients in North America.

We completely re-designed this 19-year-old platform used by over 3 million users.

Original design of CitiBusiness online

Team’s role

Our team was brought in to not only update the UI but to incorporate human-centered design practices into the product’s life for the first time.

The result was a fully responsive and ADA (AA) compliant website to be released in a phased approach to a group of friendly beta testers. The feature set developed was applicable to an overwhelming majority of users, and click reduction was anywhere from 25%-80%, depending on the feature.

Part of the challenge in this project was how to make these new designs easily available to a development team that had been working on this 19 year platform practically since the beginning.

We couldn’t just hand over screenshots and specs via Zeplin because the learning curve for a new tool was outside the scope of the project. And we also didn’t finish the site in its entirety. CitiBusiness Online is a very complex platform, in order to finish the redesign completely we would’ve had to be involved in it for 2+ years, and as you can probably guess, that was also out of scope.

So we had to deliver something that would be easy to digest for a development team set in their ways, but that would be detailed enough that whoever picks up the project after we left would be able to continue the good work.

We settled on delivering a style guide PDF following Citi’s internal brand guidelines and regulations so that it could be share around internally without problems.