CITIZENS BANK
Responsive Banking Dashboard
(Web App)
Desktop - Mobile
Problem Statement
Citizen members face fragmented, time-consuming digital experiences when managing both their business and personal finances, especially when switching between separate tools and profiles. Core tasks like checking account coverage, tracking spending, monitoring balances, and understanding benefits require too many steps across unclear flows, leading to confusion, errors, and reduced confidence in day-to-day financial management.
As a result, members experience lower engagement, satisfaction, and trust in Citizen’s digital services. The lack of a centralized, personalized, and localized dashboard limits their ability to visualize overall financial health across account types, while the absence of real-time insights and proactive alerts makes timely decision-making harder.
Business Goals
To address these problems.The business defines the goals for the bank web app
Drive digital engagement to keep accounts active and maximize revenue.
Capture lost revenue by promoting underutilized financial products.
Strengthen customer loyalty to prevent churn and increase retention.
Reduce support costs by enhancing self-service and minimizing calls.
Harness data insights to target customers better and boost ROI.
My Role
As a Senior UX/UI Designer I lead the strategy in the UX experience and User interface. I worked closely with product managers, accessibility specialists, stakeholders, and other designers to bring clarity and usability to the app experience.
Ux Research Plan
Empathize Stage
I define clear objectives, identify key participants, and shape a timeline that would lead to meaningful, actionable insights
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What does an ideal digital banking experience look like to them?
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​How confident do they feel managing their finances through the app?
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What challenges do members face when managing their banking services digitally?
Metodology
I applied the User Center Design—an approach that allowed me to deeply connect with users and uncover meaningful opportunities.
Interviews
I conducted 6 structured interviews. This qualitative approach allowed me to uncover the root causes behind their frustrations, behaviors, and beliefs around managing healthcare.
Julia
Madeleine
Maxwell
Elliot
Valerie
William
Interview Questions
I define a set of structured questions that would allow me to capture actionable insights from the very first interaction. These questions helped guide each session while still allowing space for users to expand and share their unique experiences.
"I wasn’t notified about a late payment and only found out after being charged a fee."
"I rely on spreadsheets and external apps to track my cash flow"
Interview Insights
"When I can’t see everything in one place, I feel like I’m missing important information"
"Switching constantly between my business and personal accounts is stressful"
" My parents run the business, but they find the interface confusing and don’t even try to use it. "
"Credit offers appear, but they don’t match my needs"
Surveys
I run surveys with 7 participants to broaden our understanding and move beyond anecdotal feedback and bring in measurable insights that directly influenced our design decisions.
Survey Template
I crafted questions around four key areas:
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General Workflow
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List Structure
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Priorities
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Pain Points
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Tools & Automation
Survey Results
Key insights from the survey areas:
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Multi-tool finance management
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Difficult information findability
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Business vs. personal switching
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Long routine task completion
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Missed alerts and deadlines
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Late discovery of key details
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Low overall experience rating
Competitive Analysis
I carried out a competitive analysis to understand how other platforms approach to health care services
Competitive Analysis Results
I used template for my analysis. It served as a strategic tool to validate our direction and highlight where we could stand out
Competitive Key Funcionality Analysis
This analysis allows me to identify key opportunities to improve the user experience.
User Persona
Define Stage
Emily Johnson, a working professional with experience navigating private health insurance, whose main responsibility is managing her healthcare digitally—understanding her coverage, tracking claims, and finding in-network providers while avoiding unexpected costs.
Persona
Template of the user persona with all the details.
User Journey
I map a User Journey, detailing each step that users follow in their current workflow. I identifies moments of friction and what Emily thinks and feels during her experience.
Ideation (Stage)
With a clear understanding of Rachel paint points and needs, I start to design in collaboration with the design team and developers.
Sketching (Stage)
With a clear direction set, we move into the sketching phase. Using Figma and FigJam, the team collaborates closely to explore early design ideas, wireframes, and user flows.
Prototyping
We move from sketches to interactive prototypes. At this stage, we begin testing core interactions and flows
Iterations
I went through several iterations in the design, based on internal reviews and preliminary testing sessions.
User Testing Document
I defined the scope of the user testing
User Testing Questions
In user testing with eight participants, I find that 35% of tasks were completed successfully, but 65% of users had difficulties.
Testing Feedback
Different stakeholders shared their feedback, revealing usability issues and overlooked needs that could affect adoption.
Testing Feedback
Different stakeholders shared their feedback, revealing usability issues and overlooked needs that could affect adoption.
Testing Results
Their feedback uncovers moments of confusion and friction—such as unclear permissions, irrelevant search results, and slow updates. As a result I get a big and clear picture of everything that needs to improve.
Iterations
These insights guided the next iteration of design.
Final Mockup
This final mockup represents the consolidated design solution, integrating validated feedback, refined interactions, and visual consistency to support a clear, usable, and scalable experience.
Key Results
With the launch of the citizen bank redesigned app, users began experiencing real, measurable improvements in record time.
Faster track completion for balance reconciliation and transaction review
Reduction in errors during expense forecasting and planning
Improvement in understanding transaction fees
Increase in successful credit product exploration and applications
Improved self-service and reduced support dependency
Next Steps
Looking ahead. The focus now shifts to refining the tool based on real user and stakeholder feedback collected during this rollout.
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At the same time, Track and address any design debt introduced during new revisions—ensuring future iterations are smoother, smarter, and even more aligned with business goals.
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