NextPath: Evolving Digital Financial Planning with Personalized Self-Service
Loading...
Date
2025-03
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Despite the rise of digital banking, Huntington Bank does not currently provide a strong digital financial planning solution for its Personal Bank clients. While Huntington is known for its high-quality customer service, its digitally-originated customers, who often prefer self-service options, lack personalized support when managing complex financial decisions. Many of these customers may not want to speak with a human advisor but still need guidance tailored to their individual goals. To help Huntington evolve its approach and deepen relationships with digitally-originated customers, I explored a different perspective on customer service by studying Nordstrom, a retail store reowned for its unique method of customer service. Known for its high-touch service, Nordstrom provides a model for blending personalization with efficiency. By applying these principles, I aimed to create a digital financial planning experience that offers structured support while maintaining user independence.
To understand a digital tool can provide structured guidance without losing personalization, I went through surveys and interviews with Nordstrom employees and uncovered Nordstrom’s 5-Point Selling Standard, a framework that allows employees to adapt to customer needs while maintaining efficiency. I analyzed how their approach to service could inform a self-guided yet supportive financial planning tool. Applying these insights, I designed NextPath, a financial planning tool prototyped in Figma, prioritizing simplicity, flexibility, and personalization.
Integrated into Huntington’s current digital applications, NextPath bridges the gap between self-service and expert guidance as it starts with a standard course that adjusts dynamically over time. The Ask feature, a feature that emulates asking an advisor a question, slides over seamlessly and allows users to personalize their plan without losing their place. Visuals like charts and pictures helps users stay engaged, and follow-up notifications provide ongoing support, keeping them accountable to their plan.
Self-service tools often prioritize automation at the expense of meaningful guidance. NextPath challenges this assumption by proving that digital financial planning can be both intuitive and supportive. It can assist Huntington with deepening relationships with their digitally-originated customers, making financial planning more accessible while ensuring users feel confident and in control.
Description
Business, Society, and International Relations (The Ohio State University Denman Undergraduate Research Forum)