BACKGROUND
Citi and American Airlines have a long standing partnership with the co-branded Citi/AAdvantage Mastercard. This project’s objective was to incorporate the functionality of Citi’s Flex Pay product within the American Airlines checkout experience for existing AAdvantage cardholder customers.
PROBLEM
Citi/AAdvantage customers who shopped at American Airlines had limited options for a payment plan or buy now pay later feature. If the customer wanted to use their Citi/AAdvantage Credit Card to purchase their airline tickets but they couldn’t pay them off before the next billing cycle they would accrue interest at a high rate.
RESEARCH & TESTING
After conducting extensive market research and thoroughly analyzing the data, we proceeded to create several prototype concepts. These concepts were thoughtfully designed to address the specific needs and preferences of our target audience. To ensure that we were on the right track, we sought valuable input from a group of Citi customers through an extensive and insightful round of usability testing. This invaluable feedback provided us with the necessary insights to fine-tune and optimize our concepts, ensuring that they align perfectly with the expectations and desires of our target market.
“The blue banner encourages customers to consider the Citi Flex Pay option. Concept 1 is the most effective at communicating the options.”
“Consider modifying the banner to ensure the customer understands that this is communicating a payment plan vs just an advertisement.”
OUTCOME
After meticulously assimilating the feedback acquired from user testing, we embarked on a strategic design refinement endeavor, resulting in the development of two distinct concepts poised for presentation to our esteemed partner, American Airlines. The envisioned integration of Citi Flex Pay within the American Airlines checkout interface represents a pivotal enhancement, poised to provide Citi/AAdvantage patrons with the seamless utility of their preferred credit card, enabling effortless monthly payments at a reduced interest rate. This symbiotic collaboration between Citi and American Airlines ushers in a mutually advantageous proposition, exemplifying a win-win scenario for both parties involved.