At Citi, I designed intuitive UX/UI solutions and developed scalable design systems.
I collaborated with product, tech, and marketing teams to enhance user experience and brand consistency.
My work combined creativity, strategy, and a deep understanding of user needs in a dynamic environment.
Project Objective
Redesign Citi Israel’s digital and marketing ecosystem to drive engagement, ensure brand consistency, and adapt to strict financial regulations.
Design Elements
Designed and optimized high-impact web pages to boost conversions, revenue, and user engagement.
Embedded Citi Israel’s tone of voice and visual identity across websites, social media, and internal platforms.
Expanded and enforced brand system guidelines for a cohesive and recognizable presence.
Leveraged customer data to refine UX/UI strategies, with a focus on Fintech initiatives (NLP, AI, Blockchain, ML).
Process Highlights
Integrated new UI components into Citi’s global design system, balancing innovation and compliance.
Collaborated with global UX teams, developers, marketing, HR, PR, and C-level executives to deliver high-impact projects.
Led end-to-end design for campaigns, hackathons, hiring events, and internal communications.
Executed tech-driven marketing initiatives and newsletters aligned with emerging technology trends.
Due to the sensitive nature of financial services, detailed UX/UI designs are confidential and cannot be publicly shared. However, references and further insights can be provided upon request.
At Citi Innovation Lab, I worked on creating marketing materials and showcasing internal innovation projects. I designed various marketing collaterals and contributed to the development of visual and editorial concepts. I also initiated and designed a magazine-style newsletter featuring multiple sections, aimed at Citi employees to highlight the lab’s initiatives and promote its innovative solutions internally.
