Whilst at Digitas I worked in a team of 3 people to deliver a new vision for how HSBC could better serve their customers. Using behavioural data to form journeys which resonated with existing and new customers.

HSBC had a wealth of data on how their customers were interacting with the various product offerings, wanting to create an experience where their users felt empowered to control their finances better. The client had the established motto 'together we thrive' and this was our guiding principle in the development of the concept and execution.

Focusing on putting the users needs first and anticipating common pain points extracted from the data, helped us in providing proactive guidance in the overall experience. 

One of the major challenges was to make the navigation simpler by consolidating the many products and services into a refined set of core content types. This addressed one of the recurring problems that arose from the user data, with services being difficult to find in the flatter structure of the previous navigation.

With the simpler navigation we also introduced a more self serving help function to aid users on first and subsequent visits. 

Adding a predictive input to this self serving element on the homepage helped in providing users with links to items deeper in the navigation structure without having to expose or explore the traditional navigation.

By also creating a set of responsive page modules to standardise the layout of content, it greatly improved the recognition of content types throughout the site.

One of the main aspects of the concept was to provide clearer information around user accounts, providing better signposting to common functions. This was also coupled with new coaching and goal tracking services to help users understand their finances better.

With the predictive search and clear modules for concise help, we were able to guide users more effectively to finding the information they needed quicker. 

Setting up user defined goals meant that you could now track your spending and progress when saving for something significant, like a mortgage deposit for instance. This helped users understand their own affordability and provided guidance on how to achieve common goals identified from the data. 

We also added simple elements to the interface using device hardware like location based services to aid customers in finding branch support if they wanted to speak to someone face to face. 

One of the main customer feedback issues was that some of the language often used in the products and services was confusing, making it more difficult to comprehend. We set about a site wide audit focusing on the common visited areas of the site starting with the product pages, comparison function and the customer learning support. 

Using a jargon free approach we simplified the readability of the content, reducing the cognitive load when trying to understand fincancial information. 

The whole concept was developed over a 3 week period with a fairly complex prototype in Flinto, for which I was responsible, which helped gain client recognition on the improvements we presented.