Citi Cards revamps Web site

The new site is the first of a series of enhancements geared toward creating a best-in-class online experience for consumers. The focus of this first phase is to optimize the application process for potential customers, as well as existing cardholders who are seeking additional card products.

"The new design is the result of extensive consumer research as well as benchmarking against other leading financial services sites and best-in-class retail sites," said Rob Rosenblatt, executive vice president, Citi Cards. "The launch of the new Citi Cards website is the first element in the process of transforming every aspect of Citicards.com in order to enhance the online customer experience."

Highlights of the newly designed Citi Cards site include:

• A brand new look and feel that is clean and differentiated
• An easy-to-follow, consistent navigation scheme making it easy for browsers to find information quickly, toggle to other parts of the site, and avoid "getting lost"
• An improved Card Selector tool that makes it easy to find the right card
• An Enhanced Card Comparison Page, featuring "drag and drop" functionality and easy-to-scan card product features - making the card selection process into more of a true shopping experience
• Completely redesigned product pages that are informative and easy-to-read
• Prominent Security & Privacy tab, easily accessible on every page
• Direct access to Use Credit Wisely website, which provides various financial tips and tools