Designing for
personalized ads

ABOUT

Citizens Financial Group delivers a broad range of financial services to millions of individuals, companies, non-profits, and institutions.

KEY ACTIVITIES

01. Identifying best-practices and industry trends.

02. Creating end-product quality prototypes.

03. Driving design from concept to execution.

PROBLEM

Citizens did not have a platform for advertisers and sponsors to reach our customers.

OPPORTUNITY

Shape the communication pathways and financial tools that all sized businesses, especially small to medium ones, need to thrive in the new digital economic environment.

RESPONSE

As the lead designer, I was responsible for:

• Leading the design and execution of ad experiences across a variety of platforms and surfaces.
• Creating end-product quality prototypes that leverage motion.
• Crafting design briefs that provide stakeholders with clarity for critical initiatives.
• Writing detailed documentation to support design decisions.
• Leading co-design sessions to develop and iterate upon new concepts and facilitate product execution.
• Identifying best-practices and industry trends to shape the future of ad experiences across Citizens.
• Conducting UX research to gather feedback on various ad formats and placement of ads.

OUTCOME

An industry-leading solution that transforms the way people and businesses connect and communicate.

DELIVERABLES

• Competitive review
• Design brief
• Findings from UX research
• Prototypes for user research and cross-functional alignment
• User flows
• Visual designs