I mapped the millennial onboarding journey to pinpoint critical friction areas. This high-level visualization revealed two major opportunities we couldn't ignore: a concerning drop-off during account setup and fragmented support touchpoints that felt impersonal to users.

By identifying these key moments, I focused our design team on targeted interventions where they mattered most. The journey mapping exercise transformed abstract user pain points into tangible design priorities that aligned with both our UX north star and business objectives. This strategic approach let us tackle the right problems rather than getting lost in surface-level fixes.

I built a system that connects all the ways millennials interact with our bank. These wireframes show how we linked the mobile app, emails, website, and chat support into one smooth experience.

The big "aha" moment? Users don't care about channels—they just expect the bank to remember them whether they're on their phone or laptop. By designing these connections early on, we created natural stepping stones that guided new users toward making their first money transfer, with familiar visuals and language that made them feel recognized at every turn.

We kept the visuals and messaging consistent across channels while playing to each platform's strengths. The personalization runs deeper than just showing their name—we carried forward their specific goals and choices at each step, creating a sense of "the bank remembers me" that significantly boosted confidence among first-time bankers.

These screens showcase how we deliver help exactly when users need it—through subtle in-app banners and supportive messages that connect to live chat support or offer a simple way to schedule an in-person appointment.

We designed these touchpoints to appear at potential confusion points, offering a lifeline before frustration sets in. This proactive approach prevented dropoffs at critical moments, especially for first-time bankers navigating unfamiliar territory.

Our email strategy evolved to focus on bite-sized tasks presented one at a time. Rather than overwhelming new users with everything they needed to do, we created a series of milestone emails that guided them step by step. Each email had a single clear call to action, building momentum through small wins.

This approach was particularly effective with our millennial audience, who responded well to this progressive disclosure strategy. The emails felt more like a helpful guide than a corporate communication, creating a more engaging experience that drove significantly higher completion rates.

While innovating on the user experience, we made sure to build on HSBC's core design foundation. We leveraged the existing HSBC color palette while expanding it to create a more digital-friendly system.

The components we designed weren't just for this project—they became reusable assets across platforms. The design system work we did here has since been adopted by other teams across HSBC, extending the impact of our work well beyond the initial scope.