The Huntington® Cashback Card & OAO Redesign Case Study

2021-2022

Project Overview

Product Description

The Huntington® Cashback Card offers 1.5% cash back on all purchases and allows you to redeem your cash at your own pace or at the end of each statement cycle.

The Problem

The Huntington® Cashback Card was in development simultaneously alongside the redesign of our online account originations through short form, which involved improving content within elements of the account opening experience, as well as creating new content for the release of our new credit card.

My Role

As the lead content strategist on this initiative, my responsibilities included:

• Incorporate the Huntington® Cashback Credit Card into the redesigned product selection page.

• Decouple The Huntington Voice Credit Card and refine product descriptions and interaction during product selection.

• Ensure both areas of content were given LRC approval prior to our first sprint within 8 weeks.

Tools

Adobe XD

User Interviews

A/B Testing

Excel

Team

1 Project Manager

1 Business System Analyst

3 LRC Representatives

3 Marketing Partners

4 IxD Designers

2 Visual Designers

1 Content Strategist

10+ Developers

Testing & Research

Through user surveys and interviews, several components were brought to my attention:

• Over 25% of authenticated customers agreed the online account opening process took too long. 

• Approximately 10% of authenticated customers agreed the text throughout the flow was not uniform and was slightly cluttered.

• The average authenticated Huntington user spent approximately 10 minutes opening an account online. 

Challenges & Constraints

UX research indicated that online accounts take an average of 5 minutes to open. 70% of Huntington accounts are opened online and over 75% of our users use Huntington online banking for their banking needs.

Challenges and constraints that arose from this project included focusing on the brevity of content in the online account originations flow, maintaining clarity by incorporating content into interactive elements (e.g., help text), and ensuring content was consistent in cross-impact digital spaces.

Login Page

 The Obstacle

Prior to our redesign, authenticated customers had to have a username and password to open an account online.  

My Solution

In our recent merger, we gave onboarding customers the option to log in with their date of birth and SSN during the online account opening flow. I successfully defended my logic to replicate this login option in our redesign efforts.

Offer Code Content 

The Problem

Prior to our redesign, there was no text on the login page to communicate to online account users that their offer code would be applied automatically, which confused some users according to user feedback.

My Solution

I understood that the text on the pages needed to be less cluttered, and adding more text felt counterintuitive. I mediated this by pairing text with an icon on the page. This made the page appear less cluttered, while adding necessary context.

Your Card

The Problem

There was only one credit card option available prior to the redesign, now three. Additionally, prior to the redesign, some footnotes were not consistent with the products being displayed (e.g., "3X rewards vs 3% cash back", “finance vs charges”).

My Solution

I collaborated with marketing for product descriptions and footnotes for: 

• The Huntington® Cashback Credit Card

• The Huntington Voice Rewards Credit Card℠

• The Huntington Voice Credit Card®

“Your Card” page for the Huntington® Cashback Credit Card.

Name Displayed on Card

The Problem

This section had content and interactive elements that were taking up too much space.

My Process

I mediated this by pairing necessary text with an icon on the page. This made the page appear less cluttered, while adding necessary context.

Catch-all Page

The Problem

Prior to our redesign, users would immediately be taken to the legal disclaimer documents after the, "Your Information" segment of the flow. While this section was and remains labeled "Final Steps" in the progress bar, it was informed from user feedback that this flow was abrupt, leaving users mentally unprepared to view and consent to legal documents. 

My Solution

I proposed the idea of incorporating a "catch-all" page prior to the legal documents so users could have a better idea of what to expect in the "Final Stages" segment of the flow. I also introduced embedding the, "open the Sample Document" and "download Adobe Reader", text for accessibility considerations.  

There was some pushback from stakeholders with this page, considering I was adding an extra page into a flow that aimed for less pages. I tend to choose clarity over brevity in my content strategy, and while my idea was turned down initially, UX leadership received my logic and offered support with stakeholders.