HSBC
Private Bank.
Lead UI Design.
HSBC Private Bank.
Investment Experience.
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As Head of Design, I re-established the brand identity from the ground up. Every customer touchpoint was rethought, resulting in a fresh, vibrant, and relevant identity that stood out from competitors.
Full double diamond process.
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Discovery.
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Ran interviews with private bankers and clients to uncover behavioural insights and pain points around control, speed, and trust.
Define.
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Identified two core personas and mapped the emotional and functional gaps in the existing journey.
Design.
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Created clean, scalable wireframes and flows focused on clarity and confidence—optimised for touch and large transactions.
Develop.
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Built a modular UI toolkit and collaborated closely with dev to ensure fidelity and performance.
Deploy.
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Piloted with internal teams and selected clients, setting a new experience benchmark for HSBC's private banking team.
The result
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A human, high-trust digital product that made complex transactions feel simple and intuitive—without losing the gravitas of private banking.
I poured every ounce of my craft — from typography mastery to digital design and tech — into one pure design exercise, fusing elegance and precision to create a standout digital experience for HSBC Private Bank.
