HSBC: Trading Acquisition
DATE: Sept 2012 - Dec 2012
AGENCY: Visual Jazz Isobar
CLIENT: HSBC
CONTRIBUTION: Strategy, Expert Review, Client workshops, User research, Concept development, Wireframing
STATUS: Unknown
View clickable prototype wireframes here (Contact me for the Password)
​
HSBC Australia had white-labelled Bell Trading’s trading interface, and had a their own basic login page, but wanted to use it to convince users to choose HSBC and encourage them to trade more. This deliverable is referred to as the pre-login area.
Using the in-depth user research and insights, I came up with a concept which personalised the experience for each user according to whether they were a basic, intermediate or advanced trader. The interface would throw up content of interest, such as expert tips and stock news in industries the user preferred, and offered training videos to encourage usage of new trading products and more regular trades.
The solution needed to be built for desktop, tablet and mobile, as trading is an experience which needs constant connection to the trading situation, in some trading styles.
On first landing, the site would not know anything about the user, but after they log in, their trading behaviours were to be fed back to the pre-login area to assist them to become more knowledgeable and more persistent traders. Each new device that they logged in from would receive these insights and the interface would change accordingly, bringing up new content personalised for the user.
The headlines you can see above were all found in the user insights, e.g. users are much more likely to sign up for something that they can see and play with first. The insights also showed that people wanted to save time and get access to expert opinion.
The steps I went through were:
-
Write strategy
-
Do an expert review – found it was impossible to register for a trading account in their current process
-
Conducted a review of competition in Australia and pinpoint market leader globally – found NAB to be most convincing pre-login area in late 2012
-
Workshop with client to fix the broken application for a trading account process, via this, also found a resource of user research insights in the form of a large document
-
Used the insights to create personas and design a concept for the pre-login area
-
Further workshops and presentations with client to recommend ideal processes e.g. to collapse application for a HSBC account and a HSBC trading account into one process (Previously over 3 months to get an account for non HSBC customers)
-
Work with tech lead and Bell to confirm concept and check no security issues – because the concept fed very basic information back out to non-logged in areas to enable personalisation of the pre-login interfaces.
See the personas here:
​