Enterprise-Scale Experience Design Across Strategy, Compliance, and Conversion

Case Study: Huntington Bank — Reinventing the Digital Banking Experience

Driving Engagement and Growth Through Strategic Web Redesign

Huntington Bank set out to transform its digital presence—to break through outdated perceptions of traditional banking and encourage new account growth.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 & Approach

• Strategic Collaboration: Worked closely with cross-functional teams—UX leads, product owners, brand managers, and legal/compliance—to define content structure, messaging, and regulatory boundaries. Maintained alignment 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 with a focus on clarity, hierarchy, and conversion. Developed scalable templates to enable faster content updates across the site.

• SEO and Traffic Insight Integration: Partnered with analytics and SEO teams to ensure redesigns supported organic and paid traffic strategies. Used Adobe Analytics to assess user behavior across entry points, including search, paid ads, and direct traffic.

• User Testing and Iteration: Created wireframes and prototypes tested in moderated sessions. Key insights led to design improvements—such as refining the layout of terms & conditions for better readability and reducing abandonment on critical decision points.

• Production & Compliance Review: Delivered production-ready assets and specs to the web dev team, while ensuring every element passed compliance reviews—a critical step in financial services. Collaborated with copy, legal, and accessibility teams to bring the design to life while meeting all standards.

Results

• Launched redesigned homepage and key account-opening pages across huntington.com

• Exceeded KPIs for customer engagement and checking account app starts

• Simplified complex legal content into user-friendly layouts that passed regulatory review

• Strengthened internal alignment across brand, UX, and compliance under tight timelines

• Enhanced brand perception by bringing a fresh, intuitive feel to the banking experience

What This Project Proves

Large-scale UX work requires more than great design—it takes strategic alignment, regulatory fluency, and cross-team trust. This project reinforced how deep collaboration between product, brand, and compliance can result in experiences that feel simple to users but meet complex business needs behind the scenes.

huntington.com