Reimagining the banking experience for HSBC
Create a strategic vision for HSBC that could depict how the brand personality may be conveyed through the app experience. As a result, the concept influenced and ushered in the largest programme of work the bank has undertaken in the past 10 years - North Star
Translating brand into experience
The essence of the brand is to be a global citizen - cosmopolitan and deeply connected to local markets, understanding cultural differences and needs. It aims to be ‘worldly appealing’, instilling confidence in customers through scale, comprehensive offerings and forward-thinking.
We focused on HSBC’s human traits to deliver the bank’s vision across the banking continuum, but kept in mind the importance of demonstrating the completeness of their service offering.
The traits we recognised that were important for HSBC’s banking experience vision:
‘Sophisticated’
‘Polished’
‘Connected’
‘Smart’
‘Trustworthy’
Challenge
Create an experience that provided a personalised but holistic view of the relationship a customer has with HSBC.
Concept
A widget-based experience that presented the bank as a sophisticated partner to customers, bringing highly personalised aspects of the banking experience to them. Each widget connected with ease to others, with the international feel, reliability and scale being unmistakable.
Before
App experience lacked the ability to provide a holistic view of the customers relationship with the bank and lacked ‘polish’.
After
AnalogFolk introduced the widget-based experience that could bring multiple aspects of the customer experience to view
The conceptual work further explored from a brand and feature perspective the different variations for different customer segments, such as retail, wealth and private banking, working closely with HSBC’s brand and design team.
Impact
When the HSBC team came to AnalogFolk, we pushed every boundary and took stakeholders by surprise. We achieved this in 2 design sprints before further developing the visionary experience.
Not only did we move the brand forward in this future state project, we brought the full capability of HSBC’s new technical platform to the experience in a way that no other team had been able to achieve.
The vision we created with HSBC stakeholders has led to the most significant program of work the bank has embarked upon in more than a decade - North Star