Inspired customer application journeys

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.

The project designed for mobile first, before scaling to desktop. Mobile-first meant us designing for touch,then designing with click for desktop versions.

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.