In my role as the Creative Director for the Online Client Experience Group during a period of transition to the new One Citi brand, I oversaw the execution of a common and seamless integrated online experience across multiple brands, including GWM (Global Wealth Management) client-facing properties as well as internal tools, applications and platforms. GWM included Citi Smith Barney and Citi Private Bank.
The task was formidable – we had to create a unified experience and look and feel for properties as disparate as the GWM Financial Advisor Desktop to the Citi Private Bank website and SmithBarney.com. To adhieve this, we collaborated with marketing and product groups in order to ensure that visual design solutions supported marketing and brand strategies.
GWM User Interface Guidelines – sample pages
I’ve worked with Laura on numerous projects for over fifteen years and have been impressed with her consistent ability to produce creative and pragmatic designs that are targeted to the audience and purpose. For example, when we were translating user research into a strategic vision for a cross-channel wealth management platform, she readily created designs that looked realistic and achievable while also delivering the the visual enticement that engaged business stakeholders to gain their buy-in. Laura is easy and fun to work with, and I look forward to doing it again!
— Ed Guttman, Managing Director at UXL | The User Experience Lab