Sharon Longdong
The NextPath digital tool within Huntington Bank’s mobile app offers personalized financial planning guidance, allowing users to explore topics like credit and budgeting, while providing tailored steps and interactive features for a customized experience.
NextPath lets users choose from a range of financial topics, such as credit, budgeting, and loans, to start their tailored financial journey. The app also displays current plans and offers new paths with multiple options within each financial topic.
NextPath starts to understand the user’s goals by gathering key information relevant to the current financial topic. This allows the app to start the learning course with the right information about the user.
NextPath has an ‘Ask’ feature that acts like a digital financial advisor, providing personalized responses and giving users the option to implement their questions into their financial plan. The feature swipes across the screen, allowing users to ask questions without losing their place in the plan.
NextPath provides expert support with personalized insights and tools to help users achieve their financial goals. This step offers actionable advice and helpful resources, guiding users toward making informed decisions and taking control of their financial journey.
NextPath encourages users to stay on track with their financial goals by offering reminders and check-ins. The tool allows the users to personalize how they view their plan with either visual charts or a to-do list with actionable steps, helping users monitor their progress and stay motivated.
NextPath
Huntington Bank, known for its exceptional in-person service, wants to move beyond traditional banking to better serve today's customers. However, as more customers start digitally, building and maintaining relationships with them has become a challenge especially since Huntington lacks a digital financial planning solution for their Personal Bank clients. To address this gap, I explored customer service through a new lens by studying Nordstrom, a retailer renowned for blending personalization with efficiency.
Through surveys and interviews with Nordstrom employees, I examined how their 5-Point Selling Standard enables adaptive yet efficient service. These insights informed NextPath, a digital financial planning tool designed in Figma to provide structured guidance while preserving user independence and personalization.
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.
Sharon Longdong is an Industrial Design student set to graduate with Research Distinction in Industrial Design. She is interested in pursuing a career in service design, driven by her passion for creative problem-solving. While she is fond of minimalist design, she enjoys exploring new and different styles in each project. Outside of her studies, she enjoys reading, writing, and volunteers at local spaces around Columbus.
