Enterprise-scale experience design across strategy, compliance, and conversion

Huntington Bank set out to transform its digital presence — to break through outdated perceptions of traditional banking and encourage new account growth. I led UX design across high-traffic conversion pages, aligning legal, marketing, and brand stakeholders to create a compliant, user-first experience that drove results.

The challenge

With new product features rolling out, Huntington needed to reimagine its homepage, checking account navigation, and product pages — to reflect innovation, improve clarity, and increase account sign-ups. These pages were highly visible and conversion-driven, requiring tight coordination across departments and strict compliance oversight.

My role and approach

Strategic collaboration. Worked closely with UX leads, product owners, brand managers, and legal/compliance to define content structure, messaging, and regulatory boundaries — alignment held through weekly working sessions and remote collaboration during the pandemic.

End-to-end UX design. Redesigned the homepage, checking feature page, and product comparison flows for clarity, hierarchy, and conversion. Developed scalable templates so content updates could ship faster across the site.

SEO and traffic insight integration. Partnered with analytics and SEO teams so the redesigns supported organic and paid traffic strategies, using Adobe Analytics to understand behavior across entry points.

User testing and iteration. Wireframes and prototypes tested in moderated sessions. Key insights drove real changes — like refining the layout of terms and conditions for readability, reducing abandonment at critical decision points.

Production and compliance review. Delivered production-ready assets and specs while ensuring every element passed compliance review — the non-negotiable step in financial services.

What changed

• Redesigned homepage and key account-opening pages launched across huntington.com
• Exceeded engagement and checking-application KPIs
• Complex legal content simplified into user-friendly layouts that passed regulatory review
• Brand, UX, and compliance aligned under tight timelines

Selected screens

What this project proves

Conversion and compliance aren't opposites. The highest-traffic pages of a regulated bank can be clear, modern, and user-first — if legal, brand, and design are in the same room from the start rather than reviewing each other's work at the end.