Jade for HSBC HK
Overview
HSBC launched “HSBC Jade”, a new proposition to support the needs of high net worth clients in 2019. Jade clients can have a dedicated Jade Director, enjoy access to wealth management solutions and exclusive lifestyle privileges.
It was my pleasure to be the lead UI designer of this project. We focused on designing the onboarding experience for Jade clients, and the design will be applied globally in different markets including the UK.
Project
Product Design
My Role
UI Designer
Scope
Research, UI, Visual Design
Timeline
May 2019 to July 2019
Problem
At the beginning of the project, we were briefed by the product manager that the main problem was users didn’t know that they are Jade customers. They were not aware of what products, services and benefits they can enjoy.
Research
I started by doing some exploratory research on the target users who are more tech-savvy and use mobile apps regularly, and those who will be upgraded from Premier to Jade. I also did some competitor studies of banks such as Citibank and Bank of East Asia.
After having some basic understanding of the existing problems and our goals, I worked closely with the UX designer and started to do some visual research of the app’s look and feel. The visual research mainly focused on the existing Jade brand guideline, reference from other apps and proposed design.
Proposed Design
My first proposed design came with a dark background. Black is serious, powerful and classic. It is the color of elegance and strength. And I believe that Jade clients deserve to have a special onboarding experience, which can improve their retention and loyalty to HSBC.
Discussion with stakeholders
After several rounds of meetings with the product manager and developers, we agreed to use the standard white background for onboarding. So I suggested other options:
Approved Design
Conclusion
I didn’t attach the whole user flow here due to NDA. The final design is more formal compared with the proposed ones, it aligns with HSBC’s brand and the look of the existing app. This product is handled by another designer now, I believe there will be more user research of Jade customers and work on other parts of the journey.
From this project, I definitely learned more on how to compromise on design decisions with the product manager and business analyst due to tight timeline and technical limitations. It is always challenging to work in a big team which involves different stakeholders, but the outcome is always rewarding as this product is used by thousands of users in the world.