HSBC

Simplifying the online journey for HSBC insurance products in Hong Kong.

PROJECT DETAILS

Hilly worked on the UI design for various HSBC insurance products, including Family Protector, Swift Save, Voluntary health insurance (VHIS) Flexi Plan and Investment-linked Assurance Schemes (ILAS). The goal was to simplify and enhance the online customer journey for these products in Hong Kong.

SOLUTION

Given the complexity of insurance products, the project began with a review of the basic quotation and standalone calculator to enhance the customer-centric journey of existing products. This included adding options for possible riders and add-ons before submission and conducting a medical health assessment prior to purchase.

The team conducted extensive market research and comparisons, brainstorming sessions, and trials on wireframes and sitemaps. Multiple usability tests with prototypes were carried out in various stages of the agile development flow to tailor the products to customer needs. The improved online journey resulted in boosted sales and positive progress post-launch.

DELIVERABLES

Hilly was responsible for the UI design across multiple platforms, including browser, in-app web, and mobile app journeys. The UI designs adhered to HSBC’s global design library and brand guidelines and were presented efficiently to stakeholders for review and planning.

Detailed approvals were necessary for user flow maps, visual assets, accessibility testing, and prototyping. Logical and well-reasoned designs were crucial for successful UI/UX execution. Additionally, occasional HTML designs for e-newsletters were created for marketing promotions.

CHALLENGES

HSBC’s vast range of financial products across multiple countries and regions necessitated brand unity on digital responsive platforms and a consistent user product experience. There was often a time gap between the design teams (focused on quality) and the backend team (focused on coding). Effective communication and negotiation were essential to meet tight deadlines while maintaining high design standards.

The complexity of insurance products required simplifying the user journey to make it engaging and easy to understand within a limited time frame online. The concepts and product briefs needed to be straightforward yet approachable.

Continuous improvement of the current design toolkit was necessary to ensure global brand consistency, efficient user journeys, and practical coding applications with regional teams. This process involved ongoing trials and errors to achieve high-quality designs.

CLIENT

HSBC (Hong Kong)