Work│ 02. HSBC — Discovery, Strategy, 0-1 Product Design
Zero-to-one digital platform: From idea, to strategy, to proof of concept
Client
HSBC Global Banking & Markets (via CAPCO)
Focus
Definition and Strategy, Product Discovery
Discovery, definition, and strategy creation for a new global front-end digital platform, giving customers new ways to access data and services, as well as an enhanced personalised experience
Innovation and Design Leadership, Strategy, UX Research, Product UX-UI Design, Design Thinking Sprints and Workshop Facilitation, Prototyping, Website Design, App Design.
Problem Space
➔ Internal demand to innovate and support the digital ambition of the organisation impacted by limitations of the platforms and processes at its disposal
➔ Lack of next generation digital product solutions and front-end real estate which addressed customer needs, maximised business growth and provided a tangible increase in the speed to market
Objectives
Connectivity
Make it as easy as possible to do business with HSBC.
Data Consistency
Unlock the power of data to drive operational efficiencies and new applications for customer data.
Customer Experience
Deliver a consistent world class customer experience for digital products and services across all touch points.
My Role
➔ Programme leadership
➔ Vision and strategy creation
➔ UX research
➔ Design direction
➔ Product UX/UI design
➔ Design thinking, workshop facilitation and talks
➔ Stakeholder management
➔ Roadmap planning and communication strategy
What I Did
➔ As the Programme Lead, I headed-up the discovery, definition, and strategy phase 1
➔ Led a multidisciplinary team of c.20, plus an extended senior stakeholder group via steering committees across 4 work-streams (Architecture, UX/UI Design, Data, App Integration)
➔ Established a human centred design-led approach to drive collaborative and iterative digital product innovation
➔ Led and was hands-on driving the process, activities and tasks to address the problem space through workshops, ideation sessions, design sprints, project work and other agreed activities
➔ Identified and engaged stakeholders across all levels to ensure buy-in and successful programme delivery
Methodology
Approach — Innovation Themes
Approach — Discovery, Scope and Definition
The design-led approach used during the Discovery, Scope and Definition phase accelerated co-creation, idea validation, product and service design in order to define a solution design at pace.
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Define overarching conceptual hypotheses to drive creation.
Develop an innovative future state vision.
Working future-back to build an MVP.
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User-centric framework to foster creative innovation.
Identify and prioritise problems/opportunities/JTBD based on user and business needs.
Encourage collaboration and bring key stakeholders and users on the journey.
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Visualise key customer experiences from beginning to end.
Identify the key moments in their journey.
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Focused delivery using 2 real use cases.
Explore and validate ideas with stakeholders and users.
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Encourage a design-led culture in product teams.
Ensure experience consistency.
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Agile progress towards a solution design.
Rapid idea development.
Deliver tangible artefacts iteratively.
Outputs
Proof of concept work created and developed in collaboration with customers and stakeholders.
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UX Research & Experience Design
➔ Product and UX strategy
➔ Target future state experience model
➔ 3 ICPs, 12 journeys, 30 + user flows, 79 UX/UI designs and 1 prototype
➔ Marketing pack and promotional video -
Platform Architecture
➔ Solution architecture blueprint
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App Governance Process
➔ Target operating model
➔ Product roadmap
Impact and Outcomes
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Strategy Alignment
A documented and signed-off north star experience strategy, roadmap and delivery plan to realise value at pace with complete alignment across the business.
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Secured Funding
Secured internal buy-in and the investment necessary to realise the vision in phase 2.
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Did More For Less
Optimised resources via open platform standards. Leveraged bank innovations to accelerate delivery and maximise previous investments.
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Innovation = Transformation
Established a design-led approach geared towards addressing customer needs and increasing opportunities for innovation.
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UX as a Key Differentiator
Acknowledgement that user experience was a key differentiator and source of advantage for HSBC in the context of this proposition and all relevant future product offerings.
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Opportunity to Scale Design
In recognising the value design brought to the initiative I was asked to build a permanent in-house design team to drive the vision forward in phase 2.
The examples of work have been selected to provide a snapshot of my portfolio. Due to client and employer confidentiality issues, some of the examples may be limited in detail and I can only provide a specific number of examples. However, I would be available to share my case studies and other samples of my work in more detail in a meeting or a portfolio showcase context if this would be of interest.