CITRO
Unlocking the Retirement Potential, Empowering Mature Australians
The challenges faced by millions of Australians who have not been taught how to retire and the limited options available to them.
Citro is introduced as a solution to address this issue by helping mature Australians find inspiration, make the most of their lives, and live the retirement they deserve. Citro aims to assist individuals in maximising their lifestyle, health, travel, and finances, recognising that these aspects are crucial during the retirement journey. It offers a weekly newsletter providing inspiration and building a community focused on making the most of retirement. Additionally, Citro provides its members with discounts, cashback, and an exclusive card for individuals over 50 to save money and enhance their financial situation.
Brand Design
UI/UX Design
User Research
Product Planning
Design System Building
Prototyping & Test
Strategy Design
MY ROLE
Citro is a venture project powered by a small size product development team. In a remarkable timeframe of three months, we built the entire product from the ground up for the Alpha version, followed by an additional three months for the Beta version.
As the lead designer, my primary focus was on product and branding design, working alongside a dedicated strategy designer who spearheaded customer research, and support a junior designer on product design. Together, we crafted engaging product features, conducted growth experiments, and ensured a seamless user experience. Simultaneously, I took on the role of mentoring a design intern, contributing to our team's collective success.
Key Results (Alpha)
Build a functional payment card in
3 months
Newsletter subscribers in 3m
5k+
Click-through rate
7%
(2.6% industry benchmark)
Brand Design
Invigorate is about embracing excitement and celebrating a new stage in your life. It’s like the feeling of biting into a lemon or drinking a freshly squeezed fruit juice.
Citro encourages mature Australians to savour the taste of freedom that they’ve earned in their retirement by trying new experiences or pursuing the things they’ve put off in their life.
Design System: Citrus
THE CHALLENGE
Develop a system that can be efficiently constructed for the Minimum Viable Product (MVP) stage, while also ensuring it is highly scalable and flexible for long-term product development.
THE METHODOLOGY
1. Clear Objectives:
Define MVP goals, identify core features, and streamline development for an efficient initial product build.
2. Modular Design:
Adopt a modular architecture that allows for easy component integration and future expansion. Breaking the system into manageable modules. This approach enables independent development and deployment of different components, simplifying maintenance and upgrades in the long run.
3. Design Consistency:
Establish and adhere to design principles that maintain consistency across modules in the modular architecture. This ensures a cohesive user experience and facilitates seamless integration and maintenance throughout the product's development and growth.
4. Agile Development:
Embrace iterative practices, gather user feedback, and adapt the roadmap for continuous refinement and evolving system architecture.
5. Documentation and Knowledge Sharing:
Foster comprehensive documentation and knowledge sharing to promote scalability, facilitate seamless onboarding, and support collaborative development.
MVP Design
In defining the core functionality of our MVP, we carefully considered features that would drive user growth and engagement. One crucial element is the implementation of a newsletter subscription, allowing users to stay informed about updates, promotions, and relevant news. This feature aims to attract and retain users by providing them with valuable content and establishing a direct line of communication.
Additionally, a key revenue stream we identified is the integration of cashback cards. By offering users the opportunity to earn cashback on their purchases, we incentivise usage and create a mutually beneficial relationship. This revenue-generating feature not only encourages user engagement but also provides a clear value proposition that sets our product apart in the market.
In defining the core functionality of our MVP, we carefully considered features that would drive user growth and engagement. One crucial element is the implementation of a newsletter subscription, allowing users to stay informed about updates, promotions, and relevant news. This feature aims to attract and retain users by providing them with valuable content and establishing a direct line of communication.
Additionally, a key revenue stream we identified is the integration of cashback cards. By offering users the opportunity to earn cashback on their purchases, we incentivise usage and create a mutually beneficial relationship. This revenue-generating feature not only encourages user engagement but also provides a clear value proposition that sets our product apart in the market.
Build a community
Citro builds a community through a curated newsletter, providing inspirational and aspirational content. We engage users with interactive games, popular topics, and user-generated content.
We utilise Canva to automate our newsletter design process. We have developed templates specifically for our weekly newsletters, allowing our growth team to easily customise and update the content using Canva's user-friendly interface.
Enhancing Browsing and Discovery
Our website incorporates content and deal landing pages to seamlessly guide users through an immersive reading experience.
Additionally, we highlight exclusive deals to aid users in discovering exciting offers. Recognising that retirees often have more flexibility in planning their time, we have implemented an "Off-peak purchase" feature. This encourages users to make purchases during off-peak hours, such as 2-5pm on weekdays for cinema visits and more. By incentivising off-peak shopping, we create a win-win situation, benefiting both users and businesses. This approach optimizes user experience and maximizes value for our community members.
"Content and deal landing pages" as well as a "Content hub" to inspire users through articles and content, serving as the foundation for building a thriving community around the Citro card and its associated benefits. These components collectively contribute to Citro's comprehensive product offering and its success as a key revenue driver.
The "Deal catalogues" feature as a marketplace where users can search and explore various deals while earning cashback rewards, further enhancing the appeal and value of the Citro card.
The "Citro landing pages" serve as introductions to Citro, showcasing the value propositions of the product and highlighting the Citro card as a key revenue driver and a vital component of the offering.
Foundational features such as "card link and activation," "account page," and "transaction history" are designed to support users in utilising the Citro card effectively, reinforcing its significance as a key product within the Citro ecosystem.
Designing a B2B Product for Domain property data app
User Research
MVP Design
Agile Development
User Growth
Design System Building
Prototyping & Test