KYC Redesign

Banks conduct Know Your Customer (KYC) procedures to verify customer identities, safeguarding both customers and the institution from potential financial risk. Citibank requires customers to annually update their accounts with details such as their address, employment information, and income.

The Problem

Customers often ignore the annual follow-up, with only 48% submitting the required information. Citibank is forced to close an individual’s account if they cannot verify their details.

Why do less than half of Citi customers complete KYC?
When we asked the business owners, we came to a dead end. Doing my research, I found that customers are turned off by the many steps, repetitive questions, and not knowing how long the process will take.

Design Process

Team

I reviewed the existing screens for the responsive web and quickly mapped out a user flow, outlining the key sections of information required—residential address, employment details, and income. We didn’t want to force them to complete everything at once but allow them to see their account.

Comparative Analysis

Blue Sky Ideation

Design Selection & Prototype

The Product Owners chose one design from both my coworker and myself. Out of my designs, the journey owners were most interested in exploring the accordion design that would help limit the amount of scrolling. I adjusted the colors to follow Citi branding. We also got some pushback from the developers requesting to limit the number of illustrations due to size and load time considerations. The journey owners chose a tab design from my coworker, Crystal. The plan was to test both designs and see which one performed better. We also worked with our copywriter to test two different versions of copy, one for each design.

Research Highlights

User Testing

Impact & Takeaways

Design Revisions

It would have been beneficial to dedicate more time to user research.

Conducting usability tests on the current responsive web experience and creating detailed personas. 

Moreover, I do think it would have been better if we used data to decide which of the wireframe designs to move forward with instead of having the product owners choose.

Design System