# Huntington: Enterprise-Scale Experience Design (2021)

By David Skelton - 2026-08-18 - https://skeltonmedia.com/blog/case-study-huntington-web-redesign.html

**Huntington Bank set out to transform its digital presence and break through outdated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

![Huntington homepage redesign](assets/case-studies/reinvent-banking/screencapture-huntington-personal-checking-aster.webp "Checking landing page")

![Checking account comparison flow](assets/case-studies/reinvent-banking/screencapture-huntington-personal-checking-accou.webp "Account comparison flow")

![Early pay feature page](assets/case-studies/reinvent-banking/screencapture-huntington-personal-checking-early.webp "Feature page")

## 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.