CASE STUDY

Reimagining loyalty through seamless design

Elevating customer engagement and merchant interactions

Project Overview

HSBC partnered with MicroAgility to:

Design and Implement a user-centric reward platform that enhances customer loyalty and simplifies merchant interactions

HSBC is a global bank dedicated to delivering innovative solutions for customers.

They aim to create seamless digital experiences, making banking more accessible and rewarding. Their mission is to connect customers with opportunities, helping businesses thrive and economies prosper with user-focused services.

The stats of HSBC

$3 trillion in total assets

40 million customers

$50 billion in annual revenue

THE Fact

In 2024, 91% of consumers say a seamless reward experience heavily impacts their brand loyalty and purchasing decisions.

The Core Problem We were tasked with

The problem:

HSBC needed a reward platform to delight customers, streamline merchant operations, and integrate with existing systems.

  1. Customers found it challenging to track and redeem rewards across multiple merchants, leading to low engagement and satisfaction with the loyalty program.
  2. Merchants struggled with complex integration processes, hindering their ability to offer seamless reward experiences to HSBC customers.
  3. The existing system lacked flexibility to support diverse reward structures and payment methods, limiting HSBC's ability to innovate in the loyalty space.
  4. Internal teams faced difficulties in managing and reconciling reward transactions, impacting operational efficiency and reporting accuracy.

Key Stats

Additional challenges to overcome

01

Designing an intuitive user interface that caters to diverse customer preferences and technical proficiencies.

02

Ensuring seamless integration with various merchant systems and point-of-sale terminals without disrupting existing operations.

03

Balancing robust security measures with a frictionless user experience in reward redemption and account management.

04

Creating a scalable system that can adapt to future loyalty program innovations and changing customer expectations.

In a Nut Shell

The challenge was multifaceted

HSBC needed to transform its reward system into an engaging, user-friendly platform that enhances customer loyalty, simplifies merchant operations, and integrates seamlessly with complex financial systems.

Implementing the Solution

The solution:

Our team designed a comprehensive MTC AVP platform with an intuitive interface for customers and merchants.

A flexible data integration strategy was implemented, employing data mapping to achieve a standardized format for consistent processing. This allowed for seamless information flow and efficient query processing across all data sources.

We implemented a flexible backend We conducted extensive user research, involving customers, merchants, and HSBC staff to understand pain points and desired features in the reward experience. system using industry-standard ISO 8583 messages, enabling seamless integration with various payment gateways and merchant systems.

The platform featured customizable reward structures and a unified card system, allowing customers to easily accumulate and redeem rewards across multiple merchants. This user-centric approach resulted in an increase in reward program engagement, large improvement in merchant onboarding efficiency, and a reduction in transaction processing time.

OUR WAYS

Strategies employed

01

Utilized user journey mapping and persona development to inform the design of customer and merchant interfaces.

02

Implemented iterative prototyping and usability testing to refine the user experience continuously.

03

Developed a modular architecture to allow for easy integration of new features and reward structures.

04

Collaborated closely with HSBC's internal teams to ensure seamless integration with existing financial systems.

05

Employed data visualization techniques to present reward information and transaction data in an easily digestible format.

Record transactions

Processed daily with unmatched precision

A range of merchants

Seamlessly integrated across platforms

UX Focused

User-Centered Design, Agile Methodology, UX Research

THE RESULT

Impact that speaks volumes

Our reward platform streamlined processes and transformed how customers engage with HSBC's loyalty program and how merchants manage rewards.

THE OUTCOME

The new MTC AVP system seamlessly manages rewards across multiple merchants and payment methods.

Customers can easily track and redeem rewards, while merchants get flexible tools for loyalty programs. The platform processes a large number of transactions daily, with a large satisfaction and a boost in redemptions.

Here is how it impacted the people involved

Grassroots Level

The impact on customers and merchants

Customers now enjoy a unified reward experience, easily accumulating and redeeming points across various merchants with a single card. Merchants benefit from simplified integration processes and flexible tools to create customized reward programs that align with their brand.

Customers reported increased satisfaction with HSBC's reward program, while merchants saw an average increase in repeat customers.

Enhanced Reward Visibility

Simplified Redemption Process

Increased Customer Loyalty

Flexible Merchant Integration

Organizational Level

The impact on HSBC

The implementation of the user-centric MTC AVP platform significantly improved HSBC's position in the competitive loyalty program market. The new system's flexibility in supporting diverse reward structures enhanced HSBC's ability to innovate and adapt to changing market trends.

Customer acquisition costs decreased, while the average customer lifetime value increased, solidifying HSBC's reputation for customer-centric banking solutions.

More Agile Loyalty Management

Improved Operational Efficiency

Enhanced Data-Driven Insights

Increased Cross-Selling Opportunities

"MicroAgility transformed our reward platform, reimagining how customers and merchants interact. The result is an intuitive, powerful system that has greatly improved customer satisfaction and merchant partnerships."

Vice President, HSBC International Business Solutions

Here's what we can learn from this case study

The successful implementation of a user-centric reward platform demonstrates the power of experience design in financial services. By focusing on the needs and preferences of both customers and merchants, organizations can create solutions that not only improve operational efficiency but also enhance brand loyalty and customer engagement. This human-centered approach to technology design is crucial for standing out in the competitive landscape of modern banking and loyalty programs.

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