Citi Wealth Builder & Wealth Builder Plus

Citi wanted to add a robo investment account and a hybrid investment account to their wealth offerings. This meant building out two sets of copy in parallel with each other, while making each distinct and highlighting a different value for each product.

6 months

from launch

292

open accounts

$5.77 million

assets under management

Comparison Chart

Citi Wealth Builder offers three distinct investment styles, which affect the makeup of their portfolio. Product partners kept making additions to the style selection page, which was becoming cluttered.

When yet another requirement came in asking for an addition to the descriptions, I suggested a comparison chart in an overlay format. This allowed us to expand on the unique elements of each style while maintaining a skimmable format.

Adding Retirement Options

Citi Wealth Builder got approval to add retirement accounts to its options. Because the product is targeted toward users who might be new to investing, we had to figure out how much education to provide throughout the signup process.

I started by creating survey questions to gauge how familiar users were with IRAs and retirement accounts overall. This led to competitive research, writing testing briefs, and combing through the results to inspire a UX solution.

We ended up infusing the flow with education and explanations. When it’s time for the user to select an account, I proposed a comparison chart in the style we already use for the product when users are selecting other options.

I’m really proud of our attention to users with this chart. My strategy partners often tout this screen as the most comprehensive explanation of retirement accounts across our competitors.

The problem

In research sessions, we repeatedly heard that users didn’t feel confident choosing an investment style with just the information we’d given so far. They weren’t sure which style would fit their goals.

The solution

In an experience often beleaguered by legal requirements, I saw an opportunity to use plainer language. Product required the “Do you agree…” paradigm, so I was able to use “I” statements for the first time, letting the user visualize themselves in each style.

What Product Partners Are Saying

“Kat is always willing to go the extra mile and challenge the status quo in collaboration with her Product team partners. While navigating uncharted territory, Kat looks to build the best possible experience that improves our client experience in a significant manner.”

“Kat’s collaboration with our UX/UI designers has led to a better overall design output. A large reason for the strong design output is that we are consistently thinking about how copy and design can complement one another rather than forcing one to work for the other.”

“Kat has taken the time to truly understand the products we are building, considering the business strategy, customer positioning and underlying functionality. This has allowed Kat to add significant value to copy and even stay one step ahead.”

“As part of the work Kat does, there are often new investing concepts that are introduced. Kat always asks questions to make sure she has an idea of what is being built out. She also will go and research the concept, and the research always shows up in the copy that is delivered.”