The project
The design of the HSBC Premier application journey was defined by UX/UI research and customer insight. The process included: learning about the audience, identifying user needs, ideation, prototyping and constant evaluation and evolution of the site, in-light of customer feedback.
Success was measured by quantifiable KPI’s such as: positive experience (results from internal application survey), customer acquisition, application success and reduction in abandoned journeys.
Created HSBC Premier assets in multiple styles, but unified by the ratio rules of the brand colour palette. Illustrations are used only for subtle embellishment that enhance, rather than detract from the hero object/protagonist.
The project designed for mobile first, before scaling to desktop. Mobile-first meant us designing for touch,
then designing with click for desktop versions.
then designing with click for desktop versions.
Automated email campaigns with animation were created to drive prospects to application landing page.
Emails were continuously tailored using A/B testing to deliver KPI's.
Emails were continuously tailored using A/B testing to deliver KPI's.
UX design transformed customer application experience. Resulted in a 16% uplift in successful applications and a significant reduction in abandoned journeys.
The collaboration and agility of brand agency Saatchi & Saatchi was integral to the overall success of this project.
