HSBC Singapore's original website fared poorly in content organisation and user experience, primarily due to outdated needs-based navigation structure and poorly designed
webpage templates.
Objective
Revamp the website to address the key concerns and to align with the new global branding guidelines. A key objective is to make the website more hardworking by generating tangible
business results.
Mechanics
We undertook a rigorous process to review overseas and local consumer and corporate banking websites to identify best practices. In addition, we researched customers' surfing
behaviour in banking sites to generate insights on how the content should be organised.
Results
Based on the insights of the research, we
revamped the navigation structure and site map by adopting customers’ frame of reference with
product-based navigation
developed new templates with improved user experience and ease of navigation
incorporated call-to-action that drive customers towards tangible business results
