Partnering with HSBC to define and design their intelligent business banking product, Kinetic.
Leading a multi-agency creative department, providing strategic and creative direction to build a next-generation digital banking platform from the ground up.
Grounded in real-world needs
To ensure market fit from day one, the approach was informed by rigorous user research.
Deep-dive interviews were conducted with small business owners to uncover their critical pain points, habits, and frustrations with existing banking solutions.
The insights from these sessions directly guided the product direction, validating a clear market need and ensuring the final solution was truly built for them.
Intelligent product design
From complexity to clarity
Our design process was steered by a central governance team that collaborated with designers to map out every feature, turning complex business and regulatory requirements into clear user flows.
This produced a robust information architecture and detailed sitemaps, which became the single source of truth for all delivery teams, ensuring absolute consistency.
We then translated this strategic blueprint into a clean, user-friendly UI with fluid animations, while innovative data visualisations turned complex data into beautiful, actionable insights.
The design system
A single source of truth
To ensure consistency at scale, we built a comprehensive Design System that was collaboratively developed and evolved through daily syncs.
More than just a styleguide, it included a live component library that provided developers with pixel-perfect assets, ensuring a flawless bridge between design and code.
This single source of truth governed every detail, empowering all teams to work faster, stay aligned, and deliver exceptional quality.
Validated by real users
Our design process was built on relentless user feedback to ensure every decision was validated.
We didn’t guess what customers wanted – we asked them.
A continuous program of bi-weekly moderated sessions, rapid guerrilla testing, and structural methods like card sorting allowed us to shape an intuitive app structure, validate hypotheses, and iterate on designs with confidence.
This user-centric approach ensured the final product wasn’t just beautiful, but built to perfectly match customer needs.
Results
A resounding success, HSBC Kinetic has attracted thousands of clients and holds a 4.7 App Store rating.
It also became a landmark project within the bank, revolutionising its approach to product development and technology.
Best User Experience
Best Digital CX
Best App-based Business Account 2022-2025
