UX Consultant
project
Driving major improvements for HSBC security journeys
Role
Skills
Usability testing
Qualitative research
User flows
Presentation delivery
Time
3 months
Year
2023
challenge
How might we reduce high drop-off rates for customer onboarding and authentication journey on new devices
The onboarding and authentication journeys for customers setting up their HSBC app on a new device were causing significant frustration, resulting in high drop-off rates. One of the main reasons for this was customers not remembering their passwords. As a result, the HSBC product team sought a solution to address this pain point and improve the overall journey. High-level goals for this project included:
- Increase the rate of user completion for these journeys.
- Reduce volume of customers calls to the HSBC call centre.
- Reduce reactivation fraud.
global competitor study
Analysing industry patterns and best-in-class journeys
The first step in achieving the project goals was to develop a clearer picture of the mobile banking landscape through an in-depth competitor study across multiple markets, including Singapore, UAE, India, UK, Hong Kong, and China.
This study involved analysing the onboarding, authentication, and password recovery journeys of challenger and traditional banks in these markets to identify best-in-class practices and provide a benchmark for HSBC’s current user experience.
The study allowed us to observe the different methods banks used to verify customers and identify patterns that distinguished traditional banks from disruptive challenger banks. One method that stood out was DIVA (a way of authenticating customers using selfies and biometrics), which appeared to be a promising solution to streamline the journey for users without compromising security. After synthesising and presenting these insights, the team began developing new journeys and prototypes to test in the next phase of the project.
This study involved analysing the onboarding, authentication, and password recovery journeys of challenger and traditional banks in these markets to identify best-in-class practices and provide a benchmark for HSBC’s current user experience.
The study allowed us to observe the different methods banks used to verify customers and identify patterns that distinguished traditional banks from disruptive challenger banks. One method that stood out was DIVA (a way of authenticating customers using selfies and biometrics), which appeared to be a promising solution to streamline the journey for users without compromising security. After synthesising and presenting these insights, the team began developing new journeys and prototypes to test in the next phase of the project.
Ideation
Collaborative ideation and brainstorming
After synthesising insights, we held a collaborative ideation and brainstorming session to explore potential features and approaches for improving the onboarding and authentication journeys. The sessions included UX designers, product managers, security experts, and stakeholders from HSBC’s global teams to ensure all perspectives were considered. The session was designed to generate ideas that could address password recall issues and high drop-off rates.
Session Goals:
Session Goals:
- Generate solutions that align with both user needs and HSBC's security goals.
- Develop feature that could reduce friction in the onboarding process while also enhancing security.
- Explore practical ways to incorporate the promising use of biometric verification and DIVA-style selfie authentication.
We then mapped out ideas, grouping them into three categories:
- Password Alternatives & Recovery: we brainstormed ways to integrate more sophisticated biometric solutions, such as facial recognition or fingerprint scanning, into the onboarding and authentication flows. We also explored ideas around implementing password recovery via SMS or email with temporary codes.
- Streamlined Authentication: Exploring ways to reduce friction by adapting security measures based on user behaviour and device recognition. For instance, if a user is logging in from a previously verified device, they could bypass certain security steps.
- User Experience & Perception: Including clear, concise messaging to reassure users that their data is safe and that the authentication process is for their protection. This includes showing users progress bars or visual cues indicating where they are in the process and how long it will take.
At the end of the sessions, we prioritised the ideas that aligned with HSBC’s objectives. The most promising concepts, like integrating DIVA-style biometric login and adaptive authentication, were taken forward to the prototyping stage.
usability testing
Discovering customers' mental models and the quality of the new journeys
Once the prototypes were finalised, we moved on to validating the proposed solutions through a series of usability tests.
Based on the high-level project goals, I created a Discussion Guide to structure the usability sessions. We then tested the prototypes with 12 participants from the UK and Hong Kong, to understand any behavioural differences between these key regions and to ensure a diverse user representation. Some key findings from the usability tests included:
Based on the high-level project goals, I created a Discussion Guide to structure the usability sessions. We then tested the prototypes with 12 participants from the UK and Hong Kong, to understand any behavioural differences between these key regions and to ensure a diverse user representation. Some key findings from the usability tests included:
- Contrary to the common belief that all users prefer completely seamless user journeys, participants welcomed some friction in security processes, as it gave them a stronger sense of security and made the journey feel safer.
- Participants had a positive experience uploading selfies and using photographic digital verification. Users were comfortable taking selfies and uploading images.
- Participants expected security checks to be processed almost immediately and were disappointed if they were not.
OUtcome
Report and presentation to key HSBC stakeholders across product, design and finance teams
Based on the findings, I created and presented an in-depth report that synthesised the results of the usability testing, providing key insights, analysis, and recommendations. I then presented the report to key stakeholders at HSBC, including product, design, and finance leads.
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