Design Capstone | Autumn 2024 | 15-weeks | Solo | Design Research | App Design | Service Design | Customer Experience Design
Huntington's Challenge:
As digital banking grows, more customers manage their finances without visiting a branch. While convenient, this shift challenges banks like Huntington Bank, known for its exceptional in-person service.
Yet, Personal Bank customers lack digital financial planning tools, leaving them without structured guidance. Many of these customers originate digitally and prefer self-service tools, but existing solutions prioritize efficiency over personalization, offering one-size-fits-all experiences rather than adapting to individual needs.
Huntington tasked us with finding ways to better support digitally-originated customers in managing both immediate financial needs and long-term goals while deepening their engagement. With Huntington’s strong foundation in customer service, I took a new approach by looking beyond banking and into retail, behind the help desk.
For my primary and secondary research about how I used retail customer service to inspire my design, click here:
Project Statement:
Integrated into Huntington’s mobile app, NextPath bridges self-service and expert guidance. Each financial topic starts with a structured learning course that dynamically adapts over time. Sliding the bar on the right of the screen reveals the A.S.K. feature, mimicking an advisor by allowing users to ask questions and personalize their plan. As users engage, the tool refines their course for a more tailored experience. Upon completion, they receive a customized financial success plan. Users can choose between charts, graphs, or a to-do list and adjust notifications to stay accountable and informed.
Self-service tools often sacrifice guidance for automation, but NextPath proves digital financial planning can be both intuitive and supportive. NextPath can help Huntington strengthen relationships with their digitally-originated customers, making financial planning more accessible while ensuring users feel confident and in control.
Going Through NextPath:
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