HSBC Business Go:
Scaling a global business community to 130K+ users
An all-in-one service platform designed to accelerate international growth for SME businesses, offering a range of tools and expertise.
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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
Overview
As the lead product designer, I owned the end-to-end user experience, from initial market research to final implementation. My core responsibilities included:
Product strategy: Partnering with 6 PMs to define the product vision, design roadmap, and MVP scope.
Cross-functional leadership: Collaborating with a team of 10 engineers and analysts to translate designs into three core, shipped product features.
Executive communication: Presenting data-driven prototypes to senior leadership in Hong Kong and London to secure buy-in and ensure an on-time launch.
Results
130,000+ active users acquired
450,000 monthly pageviews
New design system was implemented to enable international scaling
Key challenge: Everyone wants the same spot
Challenge: Multiple product managers wanted their feature prioritized at the top of the landing page. Without data, the decision was stalled by competing opinions, risking our user acquisition goals.
My approach: A two-part test
A/B testing: Built four different landing page layouts to measure which feature users actually clicked on the most.
User survey: Polled target users to rank which feature they believed was most valuable for their business.
Outcome: A clear winner
Behavior: The "Connection" feature received the most clicks, regardless of its position on the page.
Intent: Users overwhelmingly ranked "Connection" as the most valuable feature in the survey.
Impact: Product managers aligned, launched de-risked
I presented this clear, objective evidence to all stakeholders, resulting in agreement to prioritize the "Connection" feature. This data-driven decision aligned the team and ensured our launch was optimized for our primary KPI: maximizing user acquisition.
The red bordered section (Connection) is now the first section to be promoted on the landing page.
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.