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HSBC

Product design and user research.

Product design and user research.

Product design and brand implementation.

Role

Product Designer

2024

The challenge

HSBC’s existing mobile banking experiences were primarily built around legacy infrastructure, with limited appeal to younger users accustomed to the fluidity of fintech apps.

The challenge wasn’t just visual, it required rethinking how financial products are structured, accessed, and personalized. The team needed to create a mobile first product that felt lightweight and responsive, while still conveying the security and seriousness expected from a global institution.

In addition, the design had to account for a diverse user base, fragmented financial habits, and varying levels of digital literacy, all within a framework that could scale rapidly across features without breaking brand or user trust.

Key Contributions

Designed core flows for transfers, cards, credits, and account history

Created a modular system to support scalable feature development

Led usability testing and incorporated user feedback into design cycles

Delivered a concept aligned with HSBC’s shift toward younger digital audiences

Defined interaction principles tailored to low-friction financial tasks, balancing familiarity with modern navigation behaviors for mobile-native users.

Strategic Work

Conducted user data analysis to identify behavioral patterns and usage priorities among urban professionals aged 20–35

Explored context-aware AI integrations to enhance in-app decision support and streamline repetitive actions

Designed visual prototypes using glassmorphism principles to explore clarity, hierarchy, and brand modernity within a high-trust financial interface

“Our goal with Next Generation is for younger clients to start enjoying HSBC’s services and benefits much earlier, so there’s no doubt in their minds — and they consider us their primary bank from a younger age.”

— Paula Ospina, Head of Marketing for Personal Banking, HSBC Mexico

“Our goal with Next Generation is for younger clients to start enjoying HSBC’s services and benefits much earlier, so there’s no doubt in their minds — and they consider us their primary bank from a younger age.”

— Paula Ospina, Head of Marketing for Personal Banking, HSBC Mexico

“Our goal with Next Generation is for younger clients to start enjoying HSBC’s services and benefits much earlier, so there’s no doubt in their minds — and they consider us their primary bank from a younger age.”

— Paula Ospina, Head of Marketing for Personal Banking, HSBC Mexico

Milenio. "HSBC México lanza estrategia para ganarse a los jóvenes con clase Premier." Milenio, 2024.

Milenio. "HSBC México lanza estrategia para ganarse a los jóvenes con clase Premier." Milenio, 2024.

We should

work together.

Anthony Jahir Chitay Barrientos

Senior Design Consultant.

Brand & digital product designer, salsa dancer.