**Due to confidentiality, some details and visuals have been omitted. Here are the key highlights.**
The business wanted to add the ProXtra card to the HD Phone credit link sender — a mobile tool that let store floor associates email customers a credit application link while they were still shopping. The plan was to mirror the existing Consumer card experience and reuse the current email template for ProXtra.
Before designing anything new, I needed to understand whether the existing pattern was actually worth scaling. What I found changed the project entirely: the Consumer card experience they wanted to copy had never actually worked in the field.
When I visited the store and asked floor associates to walk me through the tool, none of them could access it. The Credit Link Sender had been built on the Salesforce platform, and because Salesforce licenses carried a per-seat cost, access had been limited to a narrow group of associates handling home deliveries. The floor associates who were actually having credit conversations with customers every day — the people this tool was built for — had no access at all
A store manager was able to open the app on his HD Phone, which gave me a way to audit the live experience directly. What I found confirmed the problem ran deeper than access alone.
Inbox Row: Why It Falls Short
Opened Email: Why It Falls Short
Prioritized Issue Analysis
Journey Failure Map
That audit made the redesign criteria concrete and defensible. Every decision that followed was traceable back to something observed in the field, not assumed at a desk.
I brought the findings back to the business with a structured presentation — screenshots of what associates saw, video recordings from the store visit, direct quotes from associates who had no idea the tool existed, and usage data from our analyst confirming the tool was effectively inactive across the store base.
With the scope reframed, I redesigned the experience across the HD Phone interface and both customer-facing email flows — Consumer and ProXtra — built together on a platform any associate could access. Because there was no dedicated product manager on this work, I also drove coordination across marketing, legal, Citi Bank, and Salesforce engineering, moving dependencies forward and keeping the work on track without a PM in the middle.
HD Phone Interface — Before & After
Inbox Row — Before & After
Opened Email— Before & After
The redesign increased early associate adoption from 0% to 35% and enabled the launch of both Consumer and ProXtra card flows through a stronger, unified system — built on a platform that could finally reach the associates who needed it.
