Citibank Mortgages
Creating a digital experience in a world ruled by old systems
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The mortgage business in the United States involves many steps, emotions, and challenges for the borrower. Whether they are buying their first home, or refinancing their home, the journey is daunting.
At Critical Mass, the first step we did was work with Citi to layout the entire journey for buying a home and refinancing. From there, Critical Mass outlined a vision on how the website can help these customers achieve their goals.
I used the journey and overall site strategy to create a detailed content strategy that aligns with business goals, SEO goals and the customers.
