Business Banker Account Origination

An enterprise account opening platform for banking colleagues to open business accounts for customers at Huntington branches.

Project Overview

Huntington was discontinuing its legacy account origination platform which created a need for a new back-end technology platform to support origination broadly at Huntington. Also, the legacy system was not efficient and was taking a lot of colleagues' time to open an account.

So the need for a new efficient account origination platform for colleagues to open the accounts faster and with a better customer experience was imminent.

The Problem

Imagine you own a small business that keeps you busy. You decided to open a new business deposits account for it. You did some research online and decided to go to a branch to open an account. You thought it will be a quick trip but to your surprise, it took you more than an hour to open a business account.

How would you feel?

What would you think about the bank with whom you just decided to do a business and it took so much time to open an account with pending approvals? Would you think about extending the relationship with the bank further? Probably NOT the best experience.

Business Banker Account Origination process was aimed at solving such user problems and make bankers life easier.

Project Outcome

The new platform decreased the account opening time for all types of business accounts and for certain business types the time efficiency increased by almost 80%.

The new flow removed several unnecessary overheads that colleagues had to go through while opening the accounts and it allowed them to establish a deeper understanding of the customer’s business, needs and establish better relationships.

Email me

I can't share critical details about the project online, so if you're interested to learn more, please feel free to reach out at anurag.goyal1490@gmail.com

Design Thinking

Desirability, Feasibility, and Scalability are the three dimensions that I always kept in mind while creating design solutions. They represent the value from the user, the tech partner, and the business. A good experience design only roots in the overlapping space in the center, where it is pleasant to use for the users, manageable to develop for the tech partners and easy to scale for the business partners.

process high-level
My Role

I led the UX design team and designed a new omnichannel origination process to support bankers and customers across all channels to open accounts.

I owned the project from discovery through development. I partnered with Experience Owners to define omnichannel strategies and shape and influence roadmaps, epics, and sequencing.

As a UX Lead, I was responsible for:

Define the project
  • Partner with the Product Managers to gain a solid understanding of the problem and context.
  • Collaborate with cross-functional teams to define product strategy, interpret business needs, define project scope, and prioritize features.
Manage the timeline
  • Oversee and work with UX Contributors to create a viable timeline. Keep everything on track!
  • Create and maintain a UX Project Plan (timeline) that includes high-level UX activities, research targets, epic/feature timing, sprint schedules, and release targets.
Coordinate milestones
  • Ensured periodic reviews, Bull Sessions, and stakeholder approvals are scheduled. Determined and scheduled user touchpoints.
  • Collaborate with Architects and Experience Owners to track the backlog items and plan the next sprint intake.
Report status and decisions
  • Review all UX deliverables to make sure interaction, visual elements, and content are all aligned to the product strategy before sharing them with business partners.
  • Regularly report status and blockers to Experience Owners, Experience Managers, Stakeholders, UX Contributors, and UX leadership. Record updates and key decisions.

As an Interaction Designer, I was responsible for:

  • Conduct early-stage research including secondary research and competitor analysis. Identify knowledge gaps and assumptions, generate documents for the UX researcher to set up primary research.
  • Interpret business needs and research insights, create a high-level wireframe to illustrate product information architecture.
  • Facilitate design sprints.
  • Develop annotated wireframes to demonstrate page layout, interaction, and logic.
  • Utilize the appropriate patterns during the design process while critically evaluating how to improve/expand existing patterns. Also, contribute and help evolve the internal design pattern library.
  • Create a prototype for usability testing.