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CitiCards, the credit card division of Citibank, relies heavily on its numerous websites to support existing card members with efficient account management and to aid in the acquisition of new card members. Obstacles of the existing CitiCards sites:
- Each of the (14) card product divisions was responsible for creating and updating their individual sites, leading to a lack of design continuity and content conformity.
- Content was not organized consistently between sites, preventing users from efficiently gathering and comparing information while researching card products.
- Irregular navigation systems and indiscriminate interfaces led users on confusing, random searches for pertinent information on each site page.
- Sites were not optimized for search engines.
Working with Citi’s e-Business Group and each of the card product divisions, Spiral designed a flexible, adaptable site system, consisting of site blueprint, architecture and Web usage guidelines, to accommodate each of the divisions very specific online marketing needs. Implementing the tailored system, Spiral developed (14) distinctive CitiCards product sites, all reflecting the “Live Richly” branding of Citibank’s overall marketing.
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The new intuitive navigation allows users to easily and efficiently locate necessary information.
Prominent, uniform placement of critical marketing content, such as the “Apply Now” and “Terms & Conditions” links, on each site.
Consistent site design, color and content on each product site.
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The sites now meet the distinct needs of two specific audiences: existing card members and potential card members.
Users can now easily compare various CitiCards products, selecting the card that is right for them.
Web site standards and recommendations were assembled into the Citi Card Products - Web Site Standards Guide. Layered Photoshop files of all site graphics were compiled onto a CD-ROM to ensure consistency across the entire CitiCards.com site. |
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