Redesigning the Investing Overview Page to Drive Account Openings

Link to Investing Overview page

At Citibank, I served as Product Owner for the consumer bank investing marketing experience on Citi.com. My team owned three key product landing pages: the Investing Overview page, Citi Self Invest page, and Citi Wealth Builder page.
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This project focuses on the redesign of the Investing Overview page, the only page that markets all three investing products in one place and serves as a primary entry point into the account opening funnel.

Problem

Solution

How might we increase product account openings by modifying our website page’s design?

Using behavioral analytics and user testing, I identified opportunities to improve product discoverability and reduce decision friction, driving more customers into the account opening flow and improving downstream conversion potential.

Final Solution

To improve product discovery and increase investment account openings, I led the product vision for redesigning Citi’s Investing Overview page. Using behavioral analytics and user testing insights to guide me, I partnered with the design team to introduce improvements that help customers quickly understand their investing options and begin the account opening journey.

Key improvements included:

Side-by-side product comparison: Displayed all investment products side by side for easier comparison
Stronger conversion pathways: Prioritized high-performing call-to-action (CTA) button placements, including hero and sticky CTAs
Clearer product communication: Simplified messaging and redesigned the product detail hierarchy to make differences easier to understand
Faster decision making: Highlighted benefits and minimum investments early on the page

These changes reduced decision friction and helped customers move more easily from exploring products to opening an investment account.

Before

After

Context

The Investing Overview page plays a pivotal role in Citi’s consumer investing journey. It introduces customers to:
   1. Citi Self Invest (CSI)
   2. Citi Wealth Builder (CWB)
   3. Citi Wealth Builder Plus (CWB+)
   4. Citi Personal Wealth Management (CPWM)

While my product team owns the account opening journey for CSI, CWB, and CWB+, this page was designed to present Citi’s entire investing portfolio, including CPWM, to give customers a view of all their options.

Because this page is at the top of the account opening funnel, improving clarity and conversion here directly impacts the volume of customers entering the account opening pipeline, ultimately affecting revenue generation.

However, the Investing Overview page had not been redesigned since the products originally launched in 2021 and therefore did not reflect current behavioral data or evolving marketing strategy.

Behavioral Analytics & User Testing Findings/Results

To assess performance on the Investing Overview page, I proactively analyzed behavioral data to identify the metrics that most clearly revealed user friction and missed opportunity.

1 min
12 sec

is the average amount of time participants spent on the Investing Overview page

This indicated limited time to communicate value and guide them toward the next step.

70%

of total clicks on other Citi.com pages were generated from 2 primary CTAs:

40% from the hero banner CTA
30% from the sticky CTA

This indicated that users strongly engage with high-visibility and persistent CTAs.

Users disliked switching between product tabs on the Investing Overview page

Participants noted that switching between views made it harder to quickly understand differences and slowed decision-making.

The data and user testing supported a clear direction:

Surface all products at the top of the page in a side-by-side layout and leverage proven CTA patterns to increase the number of customers entering the account opening flow.

Turning Insight Into Action

Alignment

With a clear direction supported by behavioral data and user insights, I presented my proposed solution to stakeholders across Business, Legal and Compliance, Engineering, and Design. My goal was to align teams around a shared vision for improving the Investing Overview experience and driving more customers into the account opening flow.

Collaboration

Over the next two months, I partnered closely with the Design team as the new experience was developed. I brought product context and continuous feedback into the process. In parallel, I facilitated conversations with Legal, Compliance, Engineering, and business stakeholders to gather requirements and ensure their input was incorporated as the designs evolved.

Growth

While I took a few design courses in college, this project gave me my first opportunity to collaborate with a professional product design team. Observing their workflows, understanding the reasoning behind design decisions, and engaging in ongoing discussions around the user experience further strengthened my interest in UX and played a meaningful role in my transition into design.

Reflection

This project reinforced the importance of grounding design decisions in both behavioral data and user feedback before making changes. By analyzing engagement patterns and listening to users, we don’t need to make assumption about what customers actually need.

I also learned that data and qualitative feedback are most powerful when used together. Behavioral analytics revealed what users were doing, while user testing helped explain why they were doing it. Seeing both perspectives align gave me greater certainty in the direction I recommended and strengthened my ability to advocate for change across teams.

Beyond the research itself, this project taught me the value of cross-functional collaboration. Successfully improving the experience required aligning stakeholders across Business, Legal and Compliance, Engineering, and Design around a shared vision. I learned how to communicate insights to different audiences, build consensus, and guide discussions toward a common goal.

Finally, working closely with the Design team gave me a deeper appreciation for the UX process and the role design plays in solving business and customer problems simultaneously. This project showed me that effective product decisions happen at the intersection of data, user needs, business goals, and thoughtful design execution.