Project Overview

For four months, I worked with Huntington Bank to define the desires and functionalities of the ideal online financial product for their customers. During this time, I provided design and research services to help bring this idea to life. The result was The Hub – Huntington’s new digital banking experience, designed to help the customer look out for their money. It includes features like Spend Analysis, Spend Setter, Look Ahead Calendar, Heads Up℠, and Savings Goal Getter℠

February 8, 2021 Update: Active digital users at Huntington increased 6% year-over-year (YOY) in the last two years. Active mobile user growth at Huntington increased 9% year-over-year (YOY) in the last two years. More information here.

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Client Background

Huntington National Bank is a full-service banking provider primarily operating across a seven-state banking franchise of Ohio, Illinois, Indiana, Kentucky, Michigan, Pennsylvania, and West Virginia. The company is ranked 524th on the Fortune 500, and is 39th on the list of largest banks in the United States.

Responsibitilies

Rapid Wireframing

Rapid Prototyping

Design Exploration & Direction

Customer Interviews

Usability Testing

Goal

Through research conducted in 2015 and 2016, Huntington Bank uncovered a need amongst business owners and office managers to have a consolidated view of their full financial position. Huntington was looking to define specific desired features and functionalities for financial product to be used by their customers to gauge their spending vitals both personal and business account-levels.

Understand the Customers’ Desired Features

Design & Test Dashboards

Evaluate Development Partners

Solution

Understand the Customers’ Desired Features

We set out to understand the desired requirements, features and functionalities business owners wanted most in a financial tool. Using an iterative co-design approach with business owners, we uncovered customer’s preferred priorities, and how and where these would be used. I designed and tested dozens of high-fidelity financial tool dashboards containing around 100 identified desired features.

Design & Test Dashboards

After determining preferred features, we began to explore and test what the tool could look like. We consolidated all of our testing results into design directions that included ways for the customer to monitor their financial position, view spending trends, create budgets and much more. We tested these prototypes with users to develop a better experience and idea of what the final UI would look like.

Evaluate Development Partners

We then evaluated potential development partners and their platforms. We evaluated three potential partners that provide data aggregation services to see whose can produce the required capabilities based on the research. We then made a recommendation based on whose solution was best suited to enable the ideal experience for the business owner.

Outcome

After months of interviews, design exploration, and usability testing sessions, the result was: The Hub. The Hub is Huntington's new digital banking experience, designed to help the customer look out for their money. It includes features like Spend Analysis, Spend Setter, Look Ahead Calendar, Heads Up℠, and Savings Goal Getter℠.

Spend Analysis

With Spend Analysis, customers can categorize past spending. This will help them better understand what they are spending the most on today and whether they want to change it going forward. It lets them know where they may want to decrease spending, so they can either save more or spend their money differently.

Savings Goal Getter

Savings Goal Getting allows customers to save for something specific. They can use the new Savings Goal Getter to record their savings goals. They'll see their progress towards each one, helping to reach them.

Look Ahead

The Look Ahead Calendar is a financial view of the month to come. Here, customers can see when future bills and deposits will impact their accounts, so that they can plan accordingly.

Heads Up℠

Huntington Heads Up℠ is designed to help customers watch over their money with alerts on the things that they determine are most important. It lets them know when they are close to reaching their goals or close to reaching the spending limits they set for themself.

Huntington National Bank

Creating A Digital Financial Tool