Citi Custom Cash Card

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The Citibank Custom Cash Card

Launched in June 2021, the Citibank Custom Cash Card marked a new era for Citi's cash card lineup. Unlike its predecessors, this card earns ThankYou Points, offering customers greater flexibility in redeeming rewards. Users can choose between cash-back options or redeeming their ThankYou Points for various perks, making it a versatile addition to Citi’s offerings

Seamless Redemption Through the Rewards Page

The browser version of the rewards page was designed with multiple redemption flows, ensuring a smooth and intuitive user experience. Entry points to the rewards page were integrated directly into the customer’s credit card dashboard and ledger, providing easy access to their rewards. Close collaboration with cross-functional teams ensured the design aligned with Citi’s broader ecosystem and business objectives.

AMC Plus Landing Page
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Gamifying Rewards with the “Horse Race” Tracker

To make tracking rewards more engaging, we introduced a gamified experience nicknamed the “Horse Race.” The highest-earning spending category was declared the winner, accompanied by dynamic and fitting iconography. At the top of the page, an overall growth tracker showcased progress, while individual category trackers were displayed sequentially from highest to lowest earning. This layout emphasized growth and created a visually appealing experience that resonated with users.