CitiFirst Investment Platform

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Global Investment Platform

Investment Platform Redesign, and Country-Specific Microsite Templates

CitiFirst is Citigroup’s global retail-facing brand, designed to give individual investors and financial intermediaries straightforward access to a range of investment products, including warrants, certificates, and exchange-traded funds (ETFs). This project showcases my focus on building intuitive, transparent, and user-centered digital experiences that make complex financial offerings more approachable and compliant.

CitiFirst Platform and Microsite Template Redesign

Client: UK based – CitiFirst Investment Team

Role: Lead Designer & UX/UI Strategist

Audiences: Individual/Retail & Institutional Investors, Financial Intermediaries

Timeframe: 3 months – Hand off to DEV May 2025

CitiFirst Global Landing Page Redesign

The platform delivers warrants, structured products, certificates, and tailored over-the-counter strategies across major asset classes including equities and commodities. In the UK and Europe, CitiFirst focuses on innovative structured certificates, capital-protected products, and customized investment strategies spanning stocks, interest rates, and currencies—helping clients navigate complex markets with greater confidence and flexibility.

Problem Statement: CitiFirst, one of several SMB client-facing domains under Markets, operated separately from Citi Velocity — Citi’s strategic platform for institutional and markets clients — creating redundant, inconsistently branded experiences. Within CitiFirst itself, country domains were also managed independently by regional entities, so the fragmentation compounded from the business level down to the market level: institutional investors researching regulated products, market data, and legal documentation faced a disjointed experience that varied by country. The objective was twofold — integrate CitiFirst’s content into Citi Velocity toward retiring the legacy domain, and unify the platform and its microsites under one standards-aligned experience that still met each market’s distinct regulatory requirements.

Process: Project briefs and stakeholder alignment with PM and product partner; country-specific site audit; use-case mapping across Europe, Latin America, and Asia Pacific; phased rollout starting with global landing page, then Germany microsite, created templates for country-specific sites based on use cases and audit study.

CitiFirst Country Site Redesign and Microsite Templates

Audit and Decision Planning: Audit and review both Global and Country website content, selected use cases study on UX strategy and UI content; workshop with Product and DEV for alignment, different product types, search functionality, what items needed to stay and what needed to go. Privacy Policy and Cookies regulation, single and multiple language strategy, and new set of hero image selections and abstract product types; legal documents, downloads and formats on responsive devices.

Design Contributions: Designed the global landing page hero concept and country-specific hero and product imagery, aligning visual branding to Citi’s current identity standards. Simplified the legal documents and downloads page in partnership with the product team, removing redundant items to reduce client friction. Redesigned product search so results respond to any filled field rather than rigid selections, made product type a mandatory first step, and routed users directly to product detail pages instead of an intermediate screen — with filter criteria tailored per product type and search tiered by market maturity (full search for Germany and Italy, identifier-only for France and other markets). Aligned investment product types — including autocallables, reverse convertibles, and notes — with the “products in subscription” data model, so descriptions, tables, and search results functioned consistently across product types.

Outcome/Impact: Through the CitiFirst website (landing page), users can easily explore market overviews, detailed product information, and essential legal documents. The global and country platform delivers tailored solutions across major asset classes—such as equities and commodities—helping everyday investors engage with sophisticated tools like structured products and capital-protected strategies with greater clarity and confidence.

Consolidated fragmented country domains into a unified platform with a consistent global template, starting with Germany — the market with the widest range of warrant and certificate products — as the pilot for the microsite rollout. The result was a scalable, responsive framework (desktop, tablet, mobile) that other country teams could adapt, reducing duplicated design and content effort while moving the business toward its goal of retiring the legacy CitiFirst domain.