Turning complex systems into
intuitive, scalable, and accessible experiences

Rooted in fintech and enterprise SaaS, I design impactful products that empower people — with clarity, care, and a little spark of delight ✨

Citi Shop

Launched Citi’s first browser extension in under 12 months—drove 100K+ enrollments and $13M+ in sales across web, mobile, and iOS Safari.

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OneView

Redesigned internal tools used by 20K+ agents—aligned to Citi’s $193M cost-saving goals and streamlined workflows across 5 product teams.

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Citi@Work

A workplace banking experience aimed at improving employee financial wellness across checking, credit, mortgage, and wealth products.

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Global ATM Redesign

Rebuilt legacy ATM UI system from the ground up—standardized systems for 65,000+ ATMs across 20 countries and launched WCAG 2.1-compliant UI in North America.

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Citi x Expedia

A mobile-first integration of Citi card services within the Expedia app—enabling fast, seamless credit card applications and real-time reward tracking across the travel journey.

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How I Ally

Redefined product vision and redesigned the entire platform—shifted to a safer, community-first experience that better supports caregivers.

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  • Hoang is a UX/UI unicorn. The volume of work she can handle and the quality of the delivery is unmatched. One of my easiest decisions at Citi was to level up Hoang into an Associate Creative Director role. She gives great feedback/mentorship to designers, presents with confidence and builds strong relationships with product, business and development alike. As long as I am a design leader, Hoang will always have a place on my team and I look forward to seeing her career continue to flourish. 10/10 Recommended.

    Mark Rudd
    Director of UX @ Citi

  • It has been my privilege to collaborate with Hoang for the past two years at Citi. Throughout this tenure, Hoang has consistently exemplified the qualities one seeks in a UX team lead, and she has exceeded expectations in every aspect. Her grasp of holistic product design, delicately blending usability, aesthetic appeal, and brand integrity, is truly commendable. What sets Hoang apart is not only her mastery of her core competencies but also her adeptness as a mentor and educator to junior colleagues. She has a knack for nurturing emerging talent and guiding them towards excellence. Additionally, Hoang possesses a remarkable ability to articulate her ideas and insights with confidence and clarity, making her an invaluable presence in high-stakes meetings with senior leadership. Given her exceptional skills and contributions, I wholeheartedly endorse Hoang and sincerely look forward to the possibility of collaborating with her again in the future.

    Harris Robinowich
    SVP, Experience Strategy & Engagement @ Citi

  • Hoang has been an absolute joy to collaborate with. As a designer and Associate Creative Director she brings a level of professionalism and creativity to the table that is truly exceptional. One of the things that stood out to me the most was her meticulous attention to detail. No matter how complex the project, Hoang managed to keep every element in perfect harmony, ensuring a flawless final product. Beyond her technical skills, working with Hoang is a breeze. She communicates clearly, takes feedback constructively, and always keeps the project moving forward smoothly. Her positive attitude and dedication have made every project not just a success, but a genuinely enjoyable experience.

    Mike Eustis
    VIce President of Digital Design @ Citi

  • I have had the pleasure of working with Hoang on a few projects and look forward to many to come. She is a professional, thoughtful and kind creative leader as well as a considered and talented designer. She leads by example and has a way of mentorship that empowers her designers while still giving them the support they need to have a soft place to fall. I am repeatedly impressed with how she presents work, organizes it and delegates across multiple projects. After decades of working in digital design I treasure being able to watch colleagues such as Hoang grow and lead teams. Not to mention she makes my job easier, ha. She is a keen advocate of inclusion and equity in the work as makes room for those discussions, questions and concerns as a natural part of her process. I look forward to continuing to work with Hoang every chance I get and cannot wait to see what she accomplishes in her career moving forward.

    Misty Bell Stiers
    Global Head of Inclusive Design @ Citi

  • Hoang has an uncanny ability to not only create beautiful, innovative designs but she also leads others in a way that motivates and instills confidence. Hoang is an Associate Creative Director on my team where I’m a Producer, we have been working together for a little over a year. When I started Hoang was a UX/UI designer, after only a couple of meetings with her, I could tell that her talent and demeanor would take her far in this field. Hoang would be a tremendous asset to any team, she has talent, patience and diplomacy all in a very human package.

    Steve Klemes
    Vice President of Design Orchestration @ Citi

  • When you find a multi-faceted, visionary designer who can also execute, you never let them go. If I had to describe working with Hoang, that's exactly how I feel. No task is too small for her but she always thinks several steps ahead, challenging her teammates and colleagues to think bigger and better. As a product manager, I have been so grateful to work on several products with her, and I've seen her grow and evolve in multiple capacities throughout, especially as a leader. I believe Hoang has a bright future ahead as a designer and I will always welcome her on any team or product I am a part of!

    Zoia Kozakov
    Vice President, Product Manager @ Citi
    (now Head of Digital Product & Strategy @ CHANEL)

  • I had the pleasure of working with Hoang at Citibank. She was fantastic to work with – her design sense was always on-point, and her amazing attitude lent itself to great discussion about the products we were building. She was able to both confidently present to key business stakeholders and lead our internal design discussions. We were building a very complex microsite, and she would consistently provide multiple options with a recommendation for our product team to choose from. Her attention to detail was always appreciated, and she never missed anything despite the difficult timelines and requirements we were working with. I would strongly recommend Hoang as an experienced UI/UX designer with key leadership qualities and a great team-working attitude!

    Tiffany Hsieh
    Product Manager @ Citi
    (now Senior Product Manager @ Meta)

  • As a first year analyst, Hoang became a mentor I looked upon for advice when it came to product design, and navigating the workplace. In addition to 1:1's where I was able to learn new skills, she also set up a design curriculum with topics ranging from user flow, wireframing, competitive analysis etc., with the goal in mind of giving me the opportunity to iterate and present a finance management product from start to finish to the rest of the team. I feel very proud of the work I deliver, and that is largely due to Hoang. I truly learned so much as her mentee; she's actively making sure that I am challenged in my work, finding value in my work, taking ownership and having the freedom to learn new skills. One of my highlights of working on the team is shadowing her along exciting Partnerships projects at Citi; her energy is so contagious and inspiring, and creates a culture of belonging that I joined Citi for.

    Mandy Z. Tan
    Product Designer @ Citi

  • I have had the pleasure of working as a UX/UI designer with Hoang at Citi and have loved every minute. She is an incredible teammate who is always willing to lend a helping hand. She is very talented at her job, and will offer extra insight and solid feedback whenever you need another set of eyes on your work. She is efficient, detail oriented, and thoughtful. We are so lucky to have her on Partnerships with us at Citi. ♥️

    Amanda Norman
    Product Designer @ Citi
    (now Experience Design Senior Associate @ JPMorgan Chase & Co.)