Various user experiences were developed through inspiration of leading digital brands and a set of creative options were presented for HSBC to choose from. A design led experience meant that the customer was always kept top of mind, and the emphasis was on how to personalise the experience and create a best-in-class on-boarding process from start to finish in under 10 minutes.
Furthermore a challenge of the bank's existing KYC process meant that the new process used artificial intelligence to streamline 63 questions into just over 20 questions.
“ The new bank account is being defined by a different set of rules. Low friction, engaged customer base, differentiated distribution (no branches), and strong digital (mobile and web) support are all the rage, but at the core is a new approach to the basic day-to-day bank account. ” ― Brett King,
STP Digital-First Onboarding
Working with the HSBC digital team, this project was about establishing the bank as a leader in friction-less, customer acquisition, and creating a 'digital-first' onboarding process.
The project began with a fact finding workshop to critique the existing process and identify areas of opportunity to improve the process. The ultimate objective was to create a refreshing and seamless experience which helped prospective clients identify the best product for them and then fulfill the application process in as little time and effort as possible.
In addition to developing the UI and UX for the onboarding process, the project also looked to establish product selection and eligibility criteria so that the customer experienced a delightful interaction with HSBC.
Finally, a combination of OCR (Optical Character Recognition) and NLP (Natural Language Processing) was developed to allow customers to upload key documents like their passport, National ID, and employers letter and automatically extract the relevant data to auto-populate the application form. The result was a complete optimization of the manual processes being used historically and an experience that established a new benchmark for retail fulfillment.