Multi-channel buy in

Context

Client: HSBC

Role: Senior UX designer

Skills: Experience Mapping, User journeys, Strategic thinking, Stakeholder interviews, Presentation


Project Brief

Create a presentation that sells in new services to the client

The Challenge

HSBC had a number of digital initiatives that they were thinking about pushing forward but needed a way to sell them in for their internal stakeholders. These initiatives were all about showcasing the seamless multi-channel experience that their customers would get if these digital initiatives were built.

We needed to understand:

  • How these initiatives serve the HSBC customer’s needs
  • How customers could use these, as yet unbuilt, digital initiatives together as a seamless experience
  • How to present all this back to the client so that they could use it to get internal buy-in.

What I did

The first step in this project was to understand what a multi-channel banking strategy truly means. I researched multichannel banking strategies and created a presentation that covered what multi-channel is, how customers use different channels, why a multi-channel strategy is important, a roadmap to a multi-channel strategy, business considerations and the future of multi-channel banking.

I presented this to the client in order to demonstrate some best practice multi-channel strategies and processes that could inform our work further along.

Next, I began to look more in-depth in the proposed digital customer services initiatives that the client was trying to get buy-in for. I started pulling out some of their high-level features and benefits for the customer. I also held a series of stakeholder phone interviews with the client to understand where they felt the value of these digital initiatives lay.

With all of this information, I started crafting a series of user journeys that weaved together a number of the digital initiatives in the same journey, in order to show off how the customer can experience a seamless journey.

I presented six user journeys to the client that showcased the different digital initiatives in a variety of settings: from complex customer service queries to proactive customer service initiatives. With some feedback from HSBC, I started moving the user journeys into customer experience maps.

I created the customer experience maps in order to show the client how the customer’s needs would be serviced through these new initiatives, what features and benefits they will bring, and what channels each initiative would touch.

I then started wireframing up some of the key screens that each journey was showcasing, in order for the visual designer to work them up into concepts of real screens that could accompany each journey to excite the internal clients.

After presenting these back to the client and getting sign-off to proceed, the visual designer started working the wireframes into concepted screens. We worked together to produce a PDF that walked through each journey, including a written story and the key screens in high fidelity.


The Outcome

We presented these to the client and they were well-received. Our PDF deliverable was used by the client to present internally to get buy-in for budget to proceed with the build for these digital initiatives.

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