HSBC
Empathising with Loss: Researching the Bereavement User Journey
Year
2024
Timeline
7 weeks
Category
Emotional Experience Design
Service
UX research report
Goal
When dealing with loss, users often struggle to find clear guidance and emotional comfort online. Existing digital resources are either too clinical or overly generic, failing to address the complexity of human emotions during grief. The challenge was to understand how digital experiences can offer genuine empathy, while still providing practical support.
Result
I produced an in-depth research report that combined insights from stakeholder interviews, secondary research, staff feedback from user interviews, and competitive audits to inform strategic decision-making.
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.
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). The questions I organised 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 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.
After synthesising the interviews, I identified several pain points and created a flow to visualise 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
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
Secondary Research Findings - According to ACCC, vulnerability can affect anyone, especially with complex products and services. Provide clear and accessible information. Give consumers time to consider and compare offers. Avoid pressuring consumers. Allow third parties to assist consumers. Refer consumers to relevant support services. Train staff to engage sensitively with vulnerable consumers. Review complaints to identify and address vulnerabilities. Ensure easy and multiple contact channels. Have clear policies for hardship and disputes.
I also reviewed bereavement websites from different countries and worked on research findings and recommendations
Research Recommendation 1 — Improving the First Step Streamlining Back Office Workload To enhance operational efficiency, empower frontline staff to initiate processes proactively rather than simply receiving documents. By allowing them to collect initial information and set up cases, critical data can be captured earlier, reducing delays and miscommunication. This proactive approach not only streamlines workflows but also strengthens accountability and collaboration between teams from the very beginning. Comprehensive Checklist for Customers and Staff Develop a shared checklist for both customers and frontline staff that clearly outlines all essential requirements for major cases. The checklist should guide users step-by-step — starting with simple screening questions that help identify the necessary documents. By providing structured and transparent guidance at the initial stage, both customers and frontline staff can prepare most of the required materials upfront, resulting in faster case setup and reduced back-and-forth communication.
Research Recommendation 2 — Introducing an Estimated Progress Bar Timeline Feature Benefits An estimated progress bar is a valuable tool for managing customer expectations and improving transparency. By showing an estimated timeline of the overall process, users can better understand each stage and anticipate potential delays. This fosters patience, reduces anxiety, and builds trust throughout their experience. Inspiration from Real-Life Experience From my own experience applying for a visa, I found the progress bar to be incredibly helpful. It provided visibility into the typical duration of each step, allowing me to adjust my expectations and remain patient throughout the process. This level of transparency made a complex and emotionally demanding process feel more manageable. How It Works In HSBC’s context, users could specify the type of product held by the deceased, after which the system would calculate an estimated processing timeline based on the departments involved. Once submitted, customers would see a visual progress bar representing each stage — from submission to completion — along with approximate durations. This approach gives users a clear sense of where they are in the journey, encouraging understanding and reducing uncertainty. Expected Impact Offering an estimated progress bar would: • Increase transparency and trust between the bank and customers • Reduce repetitive status inquiries to frontline staff • Improve overall satisfaction by setting clear, realistic expectations
Research Recommendation 3 — Recommended Website Features Best Practice Example 1: Empathy and Accessibility To design a more compassionate bereavement experience, I explored how other institutions demonstrate empathy and accessibility. Westpac serves as a strong reference point, successfully creating a human-centred and inclusive digital experience. Their approach features a heartfelt storytelling video that shares a personal bereavement journey — bringing warmth and relatability to an otherwise sensitive process. The page layout is intuitive and empathetic, featuring a side navigation bar for quick access to essential information. Accessibility is prioritised through font zoom options and Easy English guides, ensuring clarity for users of all backgrounds. Additional thoughtful elements include: • Comprehensive, well-structured information flow • Guidance on how to discuss death and end-of-life wishes with loved ones • Links to external emotional and practical support resources • Clear, relevant imagery for each section to support understanding Westpac’s design demonstrates how empathy and accessibility can transform a challenging experience into one that feels supported, understood, and guided. ⸻ Best Practice Example 2-1: Clear Communication An effective bereavement page clearly outlines the process in a logical, sequential order. In this example, information is presented in a concise list format, with a summary of required information placed at the top. This structure helps users quickly grasp what’s needed and navigate the process with confidence. ⸻ Best Practice Example 2-2: Simplified Digital Forms (ANZ Example) ANZ’s approach to digital forms highlights clarity and ease of use. With one-click access to essential forms, users can find what they need without confusion. Prominent call-to-action buttons at the top of the page make actions easy to identify, while a structured list of form types ensures users are guided to the correct document. Together, these elements enhance efficiency, accessibility, and user confidence, while reducing errors and frustration.
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