Demonstrating HSBC credentials to corporate banking customers

The Corporate Banking Marketing Manager wanted to make more of HSBC’s online presence. I did too. Compared to competitors like Lloyds Bank, HSBC was not competitive.

Corporate is more about relationship than product. Could we make the website a starting point for a conversation? What kind of conversation? We had the opportunity to make the events, publications, website and email work together better.

Understanding our audience

I arranged a workshop with HSBC corporate relationship managers and the marketing manager. The aim was to paint a picture of what it was like to be a Chief Financial Officer in a multinational. We came away with an understanding of likely pain points and themes.

Visualising concepts and selling the idea

I came up with concepts to show how this could look.

The main information architecture was centred on key business goals. Each goal was presented against a backdrop of analysis and commentary on key markets - demonstrating HSBC credentials. And, addressing a pain point of ‘it’s lonely at the top’, we showed how HSBC could support, by helping navigate opportunities and risks.

The marketing manager and I presented our ideas and rationale to the global marketing department.

Testing with users

With the OK to go ahead, I worked with the editor and writers of HSBC’s offline publication Corporate World to produce high fidelity mock ups with real copy.

I put these into remote user testing with agency Foolproof. Users said the concepts were engaging but needed more depth, more colour and integration with the offline publication.

We iterated the prototype and worked up some more detailed editorial.

Other global initiatives took precedence so we didn’t get the chance to test with users again.