Researching a Compassionate User Journey
HSBC is one of the world’s largest banks, serving over 40 million customers across 64 countries. It has operated in Australia since 1965, with its headquarters in Sydney and over 2,000 employees. HSBC Australia offers retail and wholesale banking, trade finance, and asset management services through 45 branches and offices.
Service
UX Research
Client
HSBC
Year
2024
HSBC
Dealing with Bereavement
Click the image to view the screenshot.
THE CHALLENGE
The project brief revealed four key touchpoints crucial for enhancing the bereavement experience.
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Review the user experience of the Dealing with Bereavement page and related processes.
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Research HSBC customers’ experiences to identify areas for improvement.
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Interview HSBC staff to uncover process and UX enhancements.
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Provide lifecycle-wide UX recommendations.
MY ROLE
I produced an in-depth research report, combining insights from stakeholder interviews, secondary research, staff feedback from user interviews, and competitive audits to inform strategic decision-making.
KICKOFF
Stakeholder Interview
To understand the scope and expectations of the research, my team and I held a virtual interview with Declan Lavendar, Head of Deposits, FX & Payments at HSBC Australia. The primary objective was to improve the “Dealing with Bereavement” page and related offline processes, creating a clearer and more supportive experience. This included understanding pain points within the current user journey and gathering insights from bereaved customers and HSBC’s frontline staff to inform meaningful UX enhancements.
Current process and pain points
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Customers can notify HSBC online through customer service, phone, or in-branch.
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Pain points include poor communication, inconsistent information, and challenges for international customers or those without physical signatures.
Website Feedback and Improvements
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The website is unclear and fee-focused. Improvements include clearer requirements, softer language, and a customer-first approach.
Suggestions for improving the bereavement process
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Customers often struggle with unclear steps in the process, leading to frustration and delays.
Language barriers and international customers
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Providing information in customers’ native languages, like Chinese, Malaysian, Indian, Vietnamese, and Japanese, ensures better communication and customer experience.
Online forms, data security, and timelines
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An online form can be securely implemented if integrated properly. The goal is to complete the gap analysis and necessary changes by November’s end.
Expectations and scope for recommendations
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Declan aims to gather front-line insights, identify website design improvements, and explore best practices for different customer personas, offering high-level recommendations based on research.
Delierables
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Research Report: Analysis of findings shaping the design approach.
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Target Audience & Journey: Personas, ecosystem, and journey maps show pain points.
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Key Recommendations: Actionable insights and design suggestions from research.
THE DISCOVERY
Staff Interviews Findings
HSBC provided 20 participants, including frontline and back-office staff and one customer. However, the customer could not attend their interview, so we missed their feedback.
I facilitated and took notes for four interviews—three with frontline staff (FS) and one with back-office staff (BO).
Below are the key themes identified from these interviews.
The questions I organized covered; Roles and Responsibilities, Processes and Procedures, Challenges and Pain Points, Customer and Stakeholder Interactions, Improvement and Feedback, Professional Development and Training, Website Usage and Functionality, and overall User Experience.
Interview #1 (FS)
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Role: Cindy is a CS manager handling transactions, inquiries, account openings, and customer issues.
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Deceased Estates: Gather documents (death certificates, forms) and send them to banking operations(back Office) for processing.
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Website & Channels: Limited online info; most customers contact the branch via phone or visit. Forms are available online.
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Overseas Clients: Frontline staff proficient in second languages, such as Mandarin or Cantonese, help overcome language barriers and ensure clear communication.
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Probate Cases: Collect documents (wills, administration letters, bills) but don’t decide on release forms.
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Communication Improvement: More information sharing and guidelines would help front-office staff understand processes.
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Urgent Cases: Email (most of the cases)and phone calls to the back office are primarily used for urgent cases, such as the release of funeral funds.
Interview #2 (FS)
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Role: Renee helps with account openings, credit applications, loans, investments, and maintenance.
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Deceased Estates Process: Family or beneficiaries notify the bank with the necessary documents. Joint accounts remain active; individual accounts are restricted until the estate is settled.
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Documentation and Communication: Frontline collects documents and sends them to the back office via email. Urgent cases can request funeral expense payments.
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Roles and Responsibilities: Renee communicates with customers and the back office, handling requests and providing urgent financial assistance.
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Suggestions for Improvement: Speed up processing, improve communication, and provide regular updates.
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Challenges: Delays, repeated document requests, and miscommunication with multiple beneficiaries.
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Emotional Support: Renee’s role doesn’t require offering empathy and financial guidance, as most customers have already moved past the initial grieving phase.
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Website Usage: Staff rarely visit the website, but it looks clear for complex scenarios.
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Communication Challenges: Staff are often unaware of progress due to limited system access.
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Process and Training: The process has remained unchanged for 7 years; more training is needed to manage customer expectations.
Interview #3 (FS)
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Introduction & DE Process: Cheng helps customers submit documents and forms; the back office contacts them in 5-7 days.
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Communication Between Teams: Email is the only contact method, and staff don’t use the Twist system or get reference numbers. Front staff can only request prioritization.
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Training & Policy Updates: Frontline staff receive updates and training as needed.
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Website Feedback: A Mandarin version is needed, and senior customers struggle with the digital platform. The “release and indemnity form” is confusing.
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Handling Cases & Workload: Front staff need a reference number to track cases, but the back office contacts customers directly.
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Digitizing the Process: Younger customers handle digital forms easily; senior customers struggle with signatures.
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Tracking Progress: Staff can check if documents are received but can’t track case status. No complaints have been received.
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Document Checklist: There’s no formal checklist for the back office, only an informal one used by the front staff.
Interview #4 (BO)
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Deceased Estates Process: Payal handles document verification and account restrictions and coordinates with teams for deceased estates.
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Website Info & Missing Documents: The website lists required documents, but common issues include missing IDs and unwitnessed indemnity forms.
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Communication & System Challenges: Email and shared systems are used, but a unified platform would improve efficiency.
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Pain Points & Suggestions: Executors and solicitors need direct contact options. A centralized platform for queries would help.
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Improvements: Allow online probate searches and clarify the website’s joint account process.
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Website & Frontline Access: Providing clearer website instructions and detailed witness requirements for the indemnity form would greatly assist frontline staff.
From these findings, I distilled insights from the interviews to create an interaction diagram and service blueprint. This comprehensive approach maps the customer journey, highlighting pain points, current processes, and opportunities for improvement for all stakeholders: customers, frontline staff, and back-office teams.
DEFINE
Interview findings and Key Insights
I identified key pain points from interviews with staff regarding the current process. However, as I was unable to interview customers directly, the findings may have some limitations in terms of accuracy.
Click the image to see the image
After synthesizing the interviews, I identified several pain points and created a flow to visualize areas where information is not effectively communicated.
I discovered that email is the primary communication tool for customers contacting the back office for progress updates. However, this reliance on email makes it difficult to quickly track and address customer inquiries, leading to frustration. Additionally, the frontline staff’s limited understanding of back-office processes compounds the issue, as they are unable to provide effective support or clear guidance to customers, further intensifying the frustration
Click the image to see the image
After the diagram, I worked on the service blueprint. Please note that while I’ve done my best to capture the process, some steps may be missing as I couldn’t interview customers directly.
I found that most of the process occurs in the back office. Based on feedback from frontline staff, some cases can take weeks or even years to resolve. This delay primarily stems from the need for the back office to coordinate with multiple departments and third parties, particularly in more complex cases.
While this thorough, multi-step approach ensures that all aspects of the case are properly reviewed and addressed, it also contributes to the length of the overall process
DISCOVER - 2
Secondary Research Findings
During my secondary research, I focused on key points of customer vulnerability and best practices for providing service to customers with limited English proficiency.
Supporting Vulnerable Customers
According to ACCC, vulnerability can affect anyone, especially with complex products and services.
Here are some best practices:
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Provide clear and accessible information.
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Give consumers time to consider and compare offers.
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Avoid pressuring consumers.
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Allow third parties to assist consumers.
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Refer consumers to relevant support services.
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Train staff to engage sensitively with vulnerable consumers.
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Review complaints to identify and address vulnerabilities.
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Ensure easy and multiple contact channels.
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Have clear policies for hardship and disputes.
Click the image to see the document
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Simple Language: Avoid slang and jargon. For example, say, “We are sorry your flight is late” instead of “We apologise for any inconvenience caused by the delay in your flight.”
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Repeat or rephrase if needed and confirm understanding.
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Visual Aids and Gestures: Use pictures, diagrams, and gestures. Be mindful of cultural differences.
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Translation Tools: Use tools like Google Translate, but check for accuracy and ask for feedback.
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Cultural Sensitivity: Respect diversity and adapt to cultural norms. Avoid humour or sarcasm that might be misunderstood.
I also reviewed bereavement websites from different countries and worked on research findings and recommendations
WHAT'S NEXT? - 1
Improving the First Step
Streamlining Back Office Workload
To enhance efficiency, empower frontline staff to initiate processes rather than just receiving documents. Allowing them to gather initial documents and set up cases ensures the timely collection of crucial information. This proactive approach streamlines workflows and strengthens accountability from the start.
Comprehensive Checklist for Customers and Staff
Develop a comprehensive checklist for both customers and frontline staff. This checklist should outline essential requirements for major cases, guide the process, and ensure all necessary information is gathered upfront. For example, the checklist could start with initial questions to help users identify the necessary documents. This simplifies the initial stages by providing clear guidance, enabling customers and frontline staff to have most of the necessary documents ready from the beginning.
Click the image to see the document
WHAT'S NEXT? - 2
Introducing Estimate Progression Bar
Timeline Feature Benefits
The timeline feature is a valuable tool for estimating processing times, as it helps set realistic expectations by acknowledging potential delays and providing customers with a clearer understanding of how long the process may take.
From my own experience applying for a visa, the progress bar was incredibly helpful. It provided insight into the typical duration for each step, allowing me to adjust my expectations and remain patient throughout the process.
Here’s how it works: Users specify their visa type or, in this case, the products held by the deceased with HSBC. The system then calculates the expected processing time, considering the departments involved. Once submitted, an estimated timeline is generated, offering transparency and helping customers better understand the duration of their requests.
In my visa application, having an estimated timeline upfront made a significant difference. It fostered patience and understanding, streamlining the process and enhancing overall customer satisfaction.
I recommend offering this feature to HSBC’s customers to provide them with a clear sense of the process duration, ultimately improving customer satisfaction.
WHAT'S NEXT? - 3
Recommended website features
Best Practice Example 1: Empathy and Accessibility
Click the image to view the screenshot.
I explored various strategies to enhance the user experience during bereavement processes, drawing inspiration from Westpac’s empathetic approach. They showcased compassion through a heartfelt video sharing a personal bereavement story, making the experience relatable and human-centred.
Their thoughtful design featured a well-organized layout with a side navigation bar, enabling quick access to essential information. They emphasized accessibility by incorporating a font zoom option and providing Easy English guides to ensure clarity for all users.
Additionally, the platform included valuable features such as:
• Comprehensive and well-structured information.
• Guidance on discussing death and end-of-life wishes with loved ones.
• Links to external support resources.
• Clear images for each subtitle to enhance understanding.
Westpac’s focus on empathy and accessibility serves as a strong example of how thoughtful design can significantly improve the user experience in sensitive situations like bereavement and end-of-life planning.
Best Practice Example 2: Clear Communication
The process is clearly outlined sequentially, with information presented in a well-organized list. A summary of the needed information is conveniently placed at the top, giving users a quick overview and easy access to essential details.
Best Practice Example 2: Clear Communication
Click the image to view the screenshot.
ANZ’s approach to digital forms showcased an effective and user-friendly design. With one-click access, users can quickly access the necessary forms without hassle. Clear call-to-action (CTA) buttons positioned at the top ensured they were easy to locate, while an organized list of options provided clarity and guided users to the appropriate form. These elements worked together to simplify the process, enhance accessibility, and reduce the likelihood of errors or frustration.
My research report includes an analysis of additional websites, along with recommendations for improving their user experience.
PRESENTATION & FEEDBACK REVIEW
What’s Working and Opportunities for Growth
In the final week, I delivered a 15-minute presentation to share my findings and recommendations. I highlighted key pain points and areas for improvement, using an interaction diagram and service blueprint to illustrate my points. The entire presentation deck, designed with Canva, is available below for review.
Your presentation was really good—well done. I particularly appreciated how you addressed the needs of international customers and language barriers, offering the most in-depth analysis on this topic. Your competitor analysis was also impressive, extending beyond banking and providing practical examples from other websites we could consider implementing. Overall, it was a thorough and insightful presentation. I have no further questions; you've effectively covered all the important points. Thank you for your excellent work
Declan Lavendar,
Head of Deposits, FX & Payments
at HSBC Australia
Thank you for the presentation—it was excellent and very insightful. I particularly appreciated your use of Westpac as a benchmark for best-in-class practices and your focus on empathy in the design, which is crucial.
The competitor analysis was thorough and well done. Overall, your work is impressive, and I'm keen to see any further details you might have. Great job!
Stanley Leung
Head of Product Services
at HSBC Australia
EVALUATION & REFLECTION
Reflection
It was truly an honour to contribute to this high-profile corporate project and to have the opportunity to interview HSBC staff members. Collaborating with my colleagues during the interview process provided invaluable insights and deepened my understanding of teamwork in a professional setting. Working on the interaction diagram and service blueprint emphasized the importance of selecting the right tools to drive effective design outcomes.
I felt a sense of pride seeing how my recommendations influenced improvements, transforming the page from a heavy text-laden design to a more user-friendly format. I’m deeply grateful for this experience and for the mentorship of Sue, whose expert guidance helped us navigate this complex challenge with confidence.
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