CitiShop – sandytam.DESIGN

Exclusive Card Member Program

CitiShop Rewards Shopping Experience

CitiShop is a free shopping browser extension and mobile feature designed for Citi cardmembers, delivering effortless savings across more than 5,000 online merchants. CitiShop simplifies the path to smarter shopping. With one-click activation directly on merchant sites and seamless statement credits applied to linked Citi cards, the program transforms everyday online purchases into rewarding experiences that maximize value without extra effort.

CitiShop® Rewards Shopping Experience for Citi Cardholders

URL: CitiShop Card Members Rewards Program

Role: Individual Contributor

Audiences: Global audiences, and 2M+ Citi cardholders

Responsibilities: VCN Setup, Shop w Point, Offer & Alerts, AppStore graphics

Enrollment and key feature flows, UI responsive view (mobile and tablet)

Timeframe: 3+ months UI production and releases till Jan 2024

Problem Statement: With CitiShop’s core enrollment, rewards, and offers direction already shaped by broader team discovery, the challenge was translating that direction into a responsive, launch-ready UI within a tight three-month window ahead of the 2024 official launch. As the individual contributor on high-fidelity delivery, the goal was to design a consistent, App Store-ready experience across enrollment, payments, and dashboard flows for a browser extension serving 2M+ Citi cardholders.

Outcome/ Impact: Delivered a complete, responsive UI system across enrollment, sign-on, payments, statement credits, and dashboard, iterated through user testing and cross-functional feedback with product, marketing, development, copy, and legal teams. The guided enrollment flow with pre-filled profile and VCN setup, along with the Shop with Points redemption experience, were designed to reduce friction at checkout. All deliverables were handed off to development on schedule for the 2024 launch across 2M+ card members.

Roles and Responsibilities: User testing (content), competitive analysis and Ui strategy, AppStore graphics, web asset creation, UI responsiveness, dev prototypes, dev handoff.

Digital Banners and WebStore Graphics

The design process involved numerous revisions and reviews, collaborative sessions with product and marketing, and coordination with copy and legals. Prototype on strategy, user testing with different design visual and copy were conducted before final deployment and official launching.

Over three months, I delivered high-fidelity Figma designs and prototypes across enrollment, sign-on, payments, statement credits, and the dashboard. Working cross-functionally with product, marketing, development, copy, and legal teams, the process included iterative prototype revisions, user testing, and competitive analysis. All deliverables were handed off to development, ensuring a polished, responsive UI across devices.

Tasks & UX/UI Strategy

Enrollment & VCN Setup Designed a guided step-by-step enrollment flow with pre-filled customer profile and Virtual Card Number (VCN) setup. Post-verification, customers gain instant access to exclusive deals and savings within the Citi network.

Shop with Points & Redemption Designed the Shop with Points experience, giving customers control over reward selections, savings, and payments — with optimal rewards applied automatically at checkout for a clear, frictionless experience.

Exclusive Offers and AppStore Graphics Developed UX strategy for offers and alerts using prompt animations, reveal-deal popups, and dynamic content to surface deals and drive engagement at key shopping moments.

UI Responsiveness & Delivery Delivered high-fidelity Figma for enrollment, sign-on, payments, statement credits, and dashboard. Ensured responsive, consistent UI across platforms and prepared assets for App Store deployment.