Business Objective
HSBC is seeking to enhance its customer support experience by making it more accessible and effective through the HSBC App. The bank aims to streamline query resolution and self-service capabilities within the app to minimize unnecessary customer calls to the call center.
Additionally, HSBC intends to improve its Net Promoter Score (NPS) following the implementation of this new design. Current observations indicate that the Help section available in the app are underutilized and could benefit from a more intuitive user experience. The proposed redesign should be integrated with customer lifecycle management to support customers at various stages of their interaction with the bank.
Challenges
Data gathered from combined user interviews, competitor analysis and surveys revealed following insights.
Lack of Research Clarity: Difficulty in making informed design decisions due to unclear research data.
Unreliable Analytics: The existing tagging system was unreliable, and without a dedicated team, data interpretation was cumbersome.
Budget Constraints:
- Prevented a full-scale diary study, limiting deeper user behavior insights.Restricted the - scope of designing an effective search experience.Absence of Framework: No structured guide for conversational UX design, crucial for digital platform interactions.
Challenges in Query Categorization: Difficulty in obtaining detailed and categorized user queries from support teams, affecting FAQ and help section optimization.
Limited User Feedback: Challenges in collecting real-time user interactions and feedback, impeding iterative design improvements.
Design Process
The design process for this product was notably iterative and non-linear, reflecting the dynamic nature of user interactions as they sought help. This complexity required deep involvement and adaptability. Despite these challenges, we employed design thinking methodologies, which provided a structured approach to navigate the intricacies of the project and foster innovation.
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Research Methods
We started with looking analytics reports and some meetings with stakeholders to understand project requirement and existing data that we had. Based on that we created a research plan that included recruiting participants against set criterias and then sending in screener surveys to filter our actual userbase.
We then conducted interviews with 6 shortlisted participants. Research agency Bunnyfoot helped us orchestrate the research.Finally, after the final design we did usability testing in two markets namely HK and UK.
Desk Research
Stakeholder Interviews
Internal Alignment Workshop
Usability testing on competitors
Iterative Interviews with the users
Usability testing on competitors site
Prototyping and wireframes
After conducting interviews with selected participants and multiple rounds of usability testing on competitors' banking platforms, we gathered valuable insights that informed our next phase of ideation and hypothesis development. Here are the iterations that guided us to the final solution.
Solution - Before and After
Based on the initial design, subsequent iterations were created and tested in two different markets: Hong Kong and the U.K. This testing aimed to determine if the same screen could effectively serve both regions. After securing stakeholder approval and conducting several rounds of usability tests, we successfully launched the final design in the U.K. market.
Outcome and Impact
Subjective Impression/Perceived ease of use
- NPS - 30% points increase
- CSAT - 60% points increase
Individual Feature
- Search Feature: Success Result Ratio improved to 30%
- Help Content: Increased usefulness rating of help contents
- Chat: Increased 30% in “Problem Resolved” Ratio
- Find a branch - NPS increased to 60%
- What’s New - Average Session Length - 30 Second more
Appendix
Here is a detailed overview of the artifacts and design thinking processes that contributed to the success of this project.
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