HSBC Bank leveraged Optimal's platform to overcome digital banking challenges across global markets. By implementing strategic UX research, they enhanced navigation systems, prioritized mobile app features, validated new financial products, and improved customer satisfaction metrics.
Challenge: Breaking Digital Barriers Across Regions
HSBC faced several critical challenges in delivering consistent, user-friendly digital banking experiences across diverse global markets:
Fragmented User Experience: Different regional teams were creating inconsistent digital experiences across EMEA, APAC, and North America.
Navigation Complexity: Users struggled to locate key banking services on HSBC's digital platforms.
Feature Prioritization: The bank lacked clear data on which mobile app features were most valuable to users, particularly in competitive markets like Hong Kong.
Product Innovation Risks: New financial products such as virtual cards required significant investment but faced potential adoption barriers if user needs weren't properly understood.
Inconsistent Brand Voice: Variations in communication style and tone across regions created confusion for global customers.
Solution: Global Insights, Local Impact
HSBC used Optimal’s platform to implement a comprehensive strategy to gain user insights across their global teams to help them make more informed decisions in the following ways:
Global UX Integration
Unified teams from the UK, Singapore, UAE, Hong Kong, Mexico, and Australia under a shared initiative
Established consistent approaches and standards across regions
Created a collaborative framework for sharing insights across the organization
Systematic Approach to Discovery, Testing and Validation
Digital Navigation Testing:
Conducted tree testing to evaluate findability of key banking services
Used card sorting to optimize menu structures across global web properties
Used first-click testing to identify critical navigation pain points in the customer journey
Mobile App Feature Prioritization:
Implemented top-task ranking studies for Hong Kong mobile applications
Gathered quantitative data on most frequently used banking features
Analyzed regional preferences to inform localized app development
Financial Product Concept Testing:
Tested user comprehension of virtual card concepts before development
Evaluated terminology and labeling for new financial products
Gathered feedback on concept viability to reduce implementation risks
Customer Satisfaction Measurement:
Deployed surveys to test tone of voice across communication channels
Measured experience satisfaction across digital platforms
Collected qualitative feedback on customer pain points
Results: Banking on Better Experiences
HSBC's strategic use of Optimal's platform delivered several high-value outcomes for the bank:
Reduced abandonment rates during critical banking journeys — directly impacting conversion of financial product applications and digital service adoption
Lowered customer support costs through improved self-service navigation and clearer product terminology
Increased mobile banking engagement in competitive markets like Hong Kong following feature prioritization research
Increased customer trust and adoption of innovative financial products like virtual cards through pre-launch comprehension testing
Improved risk management by validating concepts before full-scale investment and deployment
Sped up development cycles by focusing resources on features with proven customer demand
Long-Term Impact: Transforming from the Inside Out
By systematically implementing insights from Optimal's platform, HSBC has:
Established a Data-Driven Culture: Decisions about digital experiences are now routinely backed by user research
Improved Cross-Regional Collaboration: Teams across continents regularly share insights and best practices
Reduced Development Risks: New features and products undergo rigorous testing before full deployment
Enhanced Brand Consistency: Communication guidelines based on user research have standardized the customer experience globally
Insights Worth Investing In
What key takeaways can other financial institutions get from HSBC’s partnership with Optimal?
Global coordination with local insights: Balance worldwide standards with regional market needs
Test early, test often: Implement regular, purpose-driven research to validate assumptions
Survey strategically: Use surveys methodically to gather both qualitative and quantitative feedback
Validate before launching: Test financial product concepts before full deployment to reduce risks
Want to learn how you can get started gathering meaningful user insight with Optimal? Reach out to us today.
