Describe the creative idea

The creative idea was born out of the brand’s mission to deliver a suite of innovative banking services and lifestyle benefits in one place to help grow your money, your world and your possibilities. The idea was to take a new, vibrant brand and experience to customers who we call ‘Generation Mox’. At the heart of Generation Mox, are the underserved of society. A generation neglected by banks, who face great challenges to save and to improve their financial status short and long term. So rather than designing a typical banking experience, we created a lifestyle-based experience that was more relevant and appealing to them, with banking services at its heart. Generation Mox are not just an age group or gender - they are a mindset. They are looking for a bank that is friendly to use, actively helps with money management and gives back to them in real time.

Describe the execution

The service was designed to emotionally and consistently connect with proud Hong Kongers. To give our banking experience a distinctly Hong Kong flavour, colours were inspired by the city’s vibrant neon lights. The City’s energy was reflected in the introduction of motion graphics, animation, and a new illustrative style to add more dynamic appeal. As part of the process, we established new principles for motion for application across Mox’s online banking experience, crafting micro-moments to delight customers. We introduced design patterns common to experiences our audience were familiar with, such as stories from social experiences, and repurposed them for activation of different features as well as current promotions. With a truly unique numberless card that was both a debit and a credit card, we designed a simple toggle from one mode to the other. And to help customers save, we created simple buckets for them. UX communication and tone veered away from technical jargon, using encouraging, shorter form, everyday language with the occasional use of emojis. By utilising extensive co-design sessions with product and usability labs, we defined an information hierarchy that would put emphasis on the core set of our functionalities around smart solutions for saving, everyday banking, and all-in-one spend categorisation. For every journey, we identified principles that could be used to ensure consistency, and familiarity for users when completing different tasks – the journeys had a consistent start, flow, and finish. The service was rolled out iteratively and quickly optimised. To ensure that the experience designers truly worked on behalf of customers, the data and customer research teams combined forces to provide weekly customer ‘stories’ based on their observations, with data telling designers the ‘what’ and customer panels telling the ‘why’. This resulted in customer-led priorities and solutions, helping us to win trust.