Citi Shop is a shopping assistant that automatically finds and applies the best coupons and rewards at checkout.
Smart savings, re-imagined
Citi Shop brings savings to shoppers without hunting, copying, or guesswork. The browser extension quietly tests real coupon codes, highlights eligible card rewards, and applies the best option at checkout. Results are transparent, fast, and trustworthy, so saving money becomes part of how users shop, not another task.
Users can see what was tried and why it worked, and the extension stays out of the way until there is real value to add. Our goal was simple: ship Citi Shop from the ground up, with a renewed emphasis on reducing hesitation from install to checkout through clear progress, plain language, and dependable results.
Feature Discovery
Building upon a comprehensive competitive analysis of existing browser extensions, early pilots, and support feedback, we prioritized the highest impact moments: eligibility clarity, simple card management, confident merchant recognition, a dashboard that highlights recent savings, couponator, and post-purchase confirmation.
We partnered across product, design, engineering, analytics, and compliance to define success metrics, instrument the journey end to end, and standardize interaction patterns so the experience stays consistent and fast. To drive engagement, the dashboard and notifications system reinforce value with at-a-glance results and timely prompts to explore new merchants and enroll relevant rewards.
An intuitive experience
With a clear plan in place, we brought it to life through focused product features and end-to-end flows.
First, we separated install from enrollment, creating a fast, low-friction setup for everyone, then guiding card linking only when it matters at checkout.
Next, we built education into the moments users need it most. Citi Shop includes a first-time overview and a dedicated landing page that explains how rewards work, what “eligible” means, and how statement credits appear, all in plain language.
