HSBC Business Go
An all-in-one service platform is designed for SME businesses, offering a range of tools and expertise to accelerate international growth. It provides valuable insights, optimization tools, and a global business community, all aimed at simplifying operations and finances to help businesses thrive.
Overview
Duration: Nov 2021 - Sep 2022
Role: Product Designer
From concept to launch, designed the landing page and one of the core features, "Connection," a marketplace connecting users with service providers when pursuing an international expansion.
Collaborated cross-functionally with two IT pods in Mainland China, comprising 10 software engineers and business analysts.
Presented final designs to senior management in HK and London, obtaining approvals for timely development and aligning design vision with strategic objectives.
Key Highlight: User Testings for Optimal Landing Page Feature Order
Goal: To determine the order of display for the core features on the landing page, considering that each product owner wanted their feature to be positioned at the top for maximum user engagement.
Solution approach:
A/B testing:
Goal: Design four layouts, each placing one feature as the top section and conducting usability testing, tracking which section users clicked on the most and whether feature order influenced their behavior.
Metrics: Monitored which section users clicked on the most and whether the feature order influenced their actions.
Result: Users consistently clicked on the "Connection" feature the most, even when it wasn't in the top position. But other features got more clicks when they were placed first.
User survey:
Goal: Aim to understand users’ interest and usefulness of each core feature.
Metrics: Multiple choice questions aimed at understanding which feature would be most useful for users if they were to expand internationally.
Result: "Connection" feature (helping SMEs find local service providers) received the most interest.
Outcome:
Product owners agreed to prioritize the "Connection" section on the landing page, aligning the goal to increase DAU to maximize acquisition.
Learnings:
Understanding motivations is crucial for consensus, allowing for evidence-based decisions. Seeking solutions that validate assumptions with evidence helps determine the best product direction.
Effective communication and collaboration contribute to solutions that satisfy diverse perspectives, benefiting all parties and company goals.
The red bordered section (Connection) is now the first section to be promoted on the landing page.
Results
Recruiting >130K users since its launch and ~450K monthly pageviews since its launch.
Achieved a 10% increase in CTR through effective usability testing, iterating on the UI of how service provider information is displayed on the listing page.
Ensured seamless communication of UX/UI requirements with software engineers, resulting in timely development progress and on-time product launch.
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Landing page
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Connection page
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Service provider listing page
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Service provider detail page
