CITI FLEX PAY FAMILY PAGES
DESCRIPTION
Citi Flex Pay is a “Buy Now. Pay Later” service built into qualifying Citi cards. The creative challenge was to design a cohesive set of landing pages for Citi Flex Pay, Citi Flex Pay with Amazon, Citi Flex Pay with Amazon Pay, and Citi Flex Pay on American Airlines to educate customers about the service and get Citi credit card holders to apply Flex Pay to their transactions and enroll in a plan.
ROLE
I worked as the Creative Director overseeing a team of designers and copywriters. In collaboration with the strategy team, we identified the best solution was to challenge Citibank's current design framework, moving away from a single strategy approach page to more accurately promote each of the Citi Flex Pages.
Citi Flex Pay Page
Citi Flex Pay was the first page of the family to be designed. Its content strategy, information architecture, functionality and design informed the other pages.
Link to live page here
Citi Flex Pay with Amazon and Amazon Pay
The Citi Flex Pay with Amazon presented a challenge as we were asked to include the content of two different pages — Citi Flex Pay with Amazon and Citi Flex Pay with Amazon Pay — into one. The solution: add a toggle at the top of the page to allow users to shift back and forth from one page to the other; allowing to keep pages short, and clear while sticking to the already established design framework.
Link to live page here
Citi Flex Pay on American Airlines
As with other pages of the Flex Family, the critical design hurdle to overcome was the seamless co-brand integration.
Link to live page here
Results
The collective's team thought leadership provided Citibank with sufficient arguments to make them comfortable thinking outside their box/design framework to fully embrace brand innovation. It also opened the door for stronger client relationships and business growth manifesting in more projects — $2M worth of business we were not accounting for.