UX Design

Reinvent Banking Experience Design

Project Overview

Huntington Bank sought to redefine its web experience to challenge prospective customers’ perceptions of banking and drive conversions. The goal was to highlight innovative products and benefits rolling out in the coming months, encouraging users to switch to Huntington.

Users and Audience

Using Adobe Analytics, we analyzed traffic from SEO, paid ads, social media, and direct channels. The primary KPI was app starts for checking accounts, with significant traffic driven by targeted digital ads.

Roles and Responsibilities

I collaborated across UX, stakeholders, product owners, marketing, and brand managers to develop a cohesive content strategy. My responsibilities included designing new layouts, ensuring SEO integrity, and creating templated approaches for scalable content updates. This involved close coordination with the legal and compliance teams to meet regulatory requirements.

Scope and Constraints

The project scope included:

• Redesigning the homepage, account feature page, and product pages.

• Rethinking consumer checking navigation for clarity and engagement.

As high-conversion pages, the designs were subject to extensive scrutiny to ensure a streamlined, user-centered experience.

Process

1. Strategy & Collaboration: A core team defined the project strategy, aligning goals across departments during remote work conditions amid the pandemic.

2. Wireframes & Prototypes: I developed low-fidelity wireframes and evolved them into detailed prototypes. Weekly design reviews helped refine layouts and content.

3. User Research & Iteration: Prototypes were tested with users, revealing insights that informed design enhancements, such as improved terms and conditions layouts.

4. Implementation & Testing: Finalized designs were delivered to the web production team. The process included compliance reviews to meet regulatory standards before launch.

Outcomes and Learnings

The six-month project exceeded KPI goals, driving customer engagement and app starts while enhancing brand awareness. This experience emphasized the importance of cross-functional collaboration, adaptability, and a user-first approach in delivering impactful designs.

huntington.com