Creative Execution

Insight suggested that one of the biggest barriers for adoption of digital banking was the sign up and log in process involving a security device. From a user experience standpoint we decided to make the mobile banking proposition easier for customers. This meant redrafting the user journey to eliminate the security device, yet ensuring proper security. HSBC adopted a unique tablet first approach to mobile banking - Implementing with a tablet first strategy and then scaling up for web and scaling down for smaller smartphone devices. We launched successfully on iOS and Android platforms.

- HSBC Mobile App has consistently ranked in the top 3 mobile apps in many markets (Hong Kong, UK); - More than 80% of mobile banking customers have shifted to the new app; - Customer ratings have improved from average below 2* to 4* in line with industry leaders in many markets.

As a global bank, HSBC was looking to create innovative mobile banking solutions for customers in Asia-Pac, Europe and the Americas. However it chose Hong Kong as its launch market for its next generation of mobile experience products with a view to becoming a leader in the use of digital for retail banking. Specifically HSBC wanted to be a top rated mobile app for personal banking in the Apple and Android app stores.