Many older adults rely on digital banking due to their physical limitations and decreasing access to traditional banks. However, they prefer human interaction and have concerns about their technological ability and security. Troubleshooting online banking poses challenges to older adults, hindering their ability to manage finances independently, which is a desire they strongly hold.
The Huntington Bank Pop-Up Truck aims to offer a more personalized banking experience by bringing in-person services and employees directly to older adults. Starting in Columbus, the truck will visit 23 independent living facilities monthly, welcoming all residents regardless of their bank affiliation. For those unable to sign up online, each facility will provide a sign-up sheet for private 30-minute truck sessions addressing their banking needs. The truck ensures accessibility with features like a low chassis and ramp for mobility aids. Inside, it’s welcoming and equipped with storage, comfortable seating, a large screen, and a setup for face-to-face interaction and collaboration. The onboard employee uses the truck’s interaction guide to assist with typical bank services (except those involving cash). Whether assisting with transactions, providing answers, or sharing Huntington services, the employee caters to customers’ preferences.
The Huntington Bank Pop-Up Truck initiative empowers older adults to bank independently while fostering customer loyalty and forging new relationships for Huntington Bank.
How did we get here?
I partnered with Huntington Bank for my semester-long senior capstone project and developed a project based off the following prompt:
“Since Lorenzo di Medici, banks have been central in framing people’s interaction with money-related matters. While the day-to-day realities of today’s banking couldn’t be more different than Renaissance Florence, some its principle remain rooted in the models of the 19th and 20th centuries. This deems the question of what banking and interaction with money could be like to reflect the spirit of the 21st century? What services and realities are overlooked, what technology could be developed, what do a branch, an ATM, cash, or checks mean to people, and are they even necessary? How can we innovate the banking experience to be more fitted to serve the needs of the public? To inspire the next evolution of the banking experience, we want to understand how people want to interact with money and banks in their daily life.”
Utilizing primary and secondary research, I was able to uncover that many older adults are obligated to rely on digital banking services due to vulnerabilities, such as physical disabilities or issues surrounding bank proximity and closures, preventing them from being able to go in-person to their bank’s branch. However, many older adults do not feel confident in digital banking because they prefer to bank with humans and have concerns about technological ability and security, which leads them to troubleshoot frequently. In troubleshooting through a digital format, older adults often wind up stuck in an ill-fitted customer service journey without a resolution to their issues. Therefore, I had a project opportunity to design more well-fitted forms of banking and troubleshooting for older adults in hopes of increasing their confidence in their banking (and therefore their customer loyalty) so they can bank independently for as long as possible.
To follow my in-depth research process, click on the link below:
The remainder of this post focuses on project development.
I utilized codesign research to not only uncover the problematic but iterate on an opportunity. Codesign just like it sounds is centered around designing with not just for people. Using this research mechanism, I was able provide various activities that prompted discussion with older adults to get their input and feedback and help make the truck align with their needs and wants for their banking experience.
The biggest thing to note is that they wanted elements of in-person banking to come back into their experience, like face-to-face interaction, building empathetic relationships, and an opportunity to learn from and with someone. So, in brainstorming over 52 concept ideas, I utilized research methods to reflect upon them, such as divergent scenarios which is plotting my ideas against axis of compromise for the sole purpose of reflection, and I learned that older adults most favored the more physical and collaborative or community-based concept, of a pop-up banking truck.
In exploring what the pop-up truck could be like I ran an exploratory study at an independent living facility where I announced that Huntington bank has a pop-up truck being developed and I asked people if they would be interested in signing up and noted their expectations. I originally hypothesized that the truck would need to be large to fit multiple customers at a time and diverse types of banking innovation. But in talking to the interested individuals, they most stressed the need for a place for privacy, conducive for conversation and collaboration with a bank employee, along with it being accessible for their physical limitations.
Before being able to utilize those three main indicators to design the truck layout, it was first important to decide on its size and mechanical structure. In completing market research and interviewing some qualified professionals in the bus and truck business, I learned that a cutaway model would make the most sense for the goal of the truck because it would allow us to customize its width, length, and interior components. I also confirmed that a structure with a 180" by 90" interior would work well with a customized low chassis creating an accessible entrance and it would fit well within truck laws (and the employee would not need a CDL or chauffeur license to drive the truck).
In defining the structure, we could begin to think about layout. In using factors from the exploratory study of privacy, ease of movement, and collaboration as indicators I made multiple layouts and tested them at a 1:1 scale. To take this a step forward I used a real wheelchair to see how the arrangement of furniture actually worked when moving around in a mobility aid. It was found that the 4th layout I made worked best with its large tabletop with rounded furniture edges allowing for more flow within the space.
With the layout established, we could begin to think about what the space should look and feel like in its 3D form. I did a series of appearance explorations utilizing market research, mood boards and sketches to communicate with older adults and get their feedback.
In showing older adults a series of form explorations, they ended up identifying most with the layout to the right with its comfortable chairs, welcoming accent wall and intentional pops of greenery.
In moving forward, it was time to create the space in its more refined 3-dimensional form continuing to go beyond accommodation, so it does not feel like you’re in a truck, but you’re in a spacious office. This involved not only making sure each piece of furniture and its placement was not just ADA compliant but that the space was intentionally built for the experience. I had to be very specific with placement of storage and table components so that they covered wheel coverings and that the space in between them gives guests lots of room to maneuver themselves.
Here the space comes together with its wooden storage, accent wall, its 3 chairs and large tabletop that allow for the main use of the space…for an employee, guest, or guest partnership to sit and work together as a team, and its features like the enlarged wall screen help enhance this experience.
With the interior established, I went about exploring the exterior appearance with older adults to figure out what upholds the essence of the Huntington brand while looking authentic and exciting.
They most connected with this green design featuring patterns of hexagons and an enlarged logo. As mentioned before, the truck exterior will feature components of a customized cutaway and low chassis along with a foldable ramp to create a smooth and accessible entrance for any guest.
With the interior and exterior solidified it was about finding a way to convey the concept to older adults in an analog method that allows them to visualize the space and its proportion. With this 1/10 scale model, you can see how the space works together in its entirety.
While designing the truck itself, its service and necessary components came together as well. For this process to work it starts with living facility coordinators and bank employees working together to schedule each monthly visit, marketing the visit, creating an opportunity for older adults to signup, getting the truck to each facility, and facilitating the visits as well. To figure out these components I had to work out of order.
This first involved figuring out transportation and doing research on each independent living facility in the Columbus area. In finding that there are twenty-three facilities in the area without their own banks, it was important to figure out their proximity not only to each other but to local Huntington branches to determine where the truck would park and how long each commute would take. In utilizing locations near I-270, such as the Westerville, Livingston, and upper Arlington branch… the truck could park at either of these spacious locations and get to each facility in less than 25 minutes. Or the truck could switch between parking locations to make its commutes even closer.
With transportation understood, it was a matter of figuring out how long each visit should be and how often. In utilizing codesign research I learned that the older adults would benefit from 30-minute sessions based on the average times they spend completing tasks and troubleshooting. Next, with there only being twenty-three living facilities and the fact that Huntington branches have a 6-day work week, we could start by doing full day visits at each facility once a month, working with up to twelve customer or partnerships in an 8-hour workday. Therefore, this schedule goes based on location of the facility splitting it up by proximity to those three branches and allowing for closer commutes.
Once each individual visit was scheduled it comes down to marketing the event so older adults can sign up. In working with older adults and independent living facilities it became prominent that they utilize analog methods of marketing through paper fliers, bulletin boards and schedules. Adults look forward to this method of scheduling as it is simple and inclusive. Therefore, on top of the trucks visit date being in each living facility schedule, I created an enlarged 11” by 17” flier for the truck that explains key features and components to the service. Older adults can note the day the truck is coming, where to sign up, what they can accomplish on it and that it is for all residents not just Huntington customers. In addition, they can note that there is a coffee and Q&A in the morning of each visit to explain the initiative and answer more questions.
When it comes to sign up it is important to welcome guests who are unable to sign up digitally because that is the reason many of them are signing up in the first place. The sign up will be in the enlarged paper format just like the flier, so it is easy to read and write. with the signup sheet, users can sign up for a 30-minute session and put their reason for visiting being as general or specific as they wish. This is something to help the employee prep or start conversation upon arrival. And finally, as it was learned in a codesign session, older adults are more likely to show up for a scheduled event when they have a reminder. So, they can take a pull-tab with them, as an extra nudge to help them remember or put it in their own calendar.
Finally, it comes down to the visit as a whole. You cannot fully design an interaction between 2 people, but you can create a guide for employees and facility coordinators to utilize to better understand the initiative and its necessary components. This guide was made in response to codesign sessions with older adults and interviews with Huntington bank tellers. Facility coordinators can read their 2-paged part of the guide to note the significance of their role to schedule monthly visits, hang up fliers, and keep the signup out.
Employees can read their 8-paged part of the guide to better understand components and important interactions that occur before, during, and after a session. It helps them better understand the perspective of different guest types. This is important because I learned that for many older adults, the relationships they build with employees at their bank is what keeps them there, which is why it is important the employee is patient and adaptable to their needs, helping them get on the truck and go about their sessions in a learning method that best works for them. Sometimes this could mean the guests controls the device the entire time and receives verbal direction from an employee, or the guest might want the employee to complete all transactions for them.
Now that we know about all the components to the Huntington Pop-Up Truck service let us discuss its impact for the 2 main stakeholders both Huntington bank and older adults.
In meeting with Huntington strategists early on, I learned that Huntington has expressed a desire to increase customer loyalty in the financial service space, specifically in digital services. They recognize this can be done by getting the basics right, lowering customer friction points and personalizing their experience to create a better connection.
It can also be noted that Huntington branches are continuing to close, specifically they are planning to close 34 branches in 2024. In knowing that a traditional branch can cost about 600,000-800,000 a year to run, Huntington technically could have an extra twenty-seven million dollars in funds to redistribute next year. While I’m sure like most banks, people are looking to continue to push these funds into digital services, I challenge Huntington to disrupt this definition of digital investment into more accessible services that could help increase many of their current customers’ loyalty and better include them in banking innovation.
The impact would be enabling older adults, which hold about 1/3 of our nation’s wealth to continue to bank independently for as long as possible, strengthening their customer loyalty and building new customer relationships for Huntington along the way.
Therefore, I give you the Huntington Bank Pop-Up Truck, an accessible new way to bank every day.
To take a more in-depth look at my process for both research and project development please click the link below:
Reflection
In looking back at this semester-long capstone project, I have learned and grown so much as a designer. I was constantly challenged to reflect upon my research through different perspectives, and to continue to test each of my ideas and their various components. I would love the opportunity to continue to develop this project with Huntington, utilizing more research and resources to refine its features, lower costs, and expand the service into different locations. I still have a lot to learn when it comes to visually communicating a concept and its function, and I look forward to improving on this while completing my research distinction. I think the pop-up truck concept could benefit from more iteration on the look and components of its marketing and sign-up sheets. How can we market this concept beyond independent living facilities? Should the exterior of the truck say more about its function? Should there be digital advertisements for people to note who do not live in an independent living facility? What type of activities and assistance could we provide living facility residents with on days the truck is not visiting? These are all important questions I have to continue to push this project further with more time. Overall, I am incredibly grateful for this opportunity, and I am proud of the skills I have developed and elevated in these short few months.
References
Distribution of wealth in US by age. Distribution of Wealth in US by Age. (n.d.). http://www.freeby50.com/2012/09/distribution-of-wealth-in-us-by-age.html
Hartfeil, G. (2022, May 7). Are your bank’s branches too small to survive? The Financial Brand https://thefinancialbrand.com/news/banking-branch-transformation/bank-branch-roi-deposits-profitability-74386/
Huntington Bank to close 34 branches, including 3 in Cleveland, in 2024 ... (n.d.). https://totalnewscom/huntington-bank-to-close-34-branches-including-3-in-cleveland-in-2024-cleveland-com/
Links for external design components:
Laptop
https://grabcad.com/library/hp-elitebook-1
Foldable Ramp & Exterior Structure
https://www.frontrunnerbus.com/
Wheelchair
https://grabcad.com/library/wheelchair-95
Laptop
https://grabcad.com/library/hp-elitebook-1
Foldable Ramp & Exterior Structure
https://www.frontrunnerbus.com/
Wheelchair
https://grabcad.com/library/wheelchair-95