CHALLENGE
HSBC was losing market share in Singapore to other international banks. To put it very simply, expats moving to Singapore weren’t joining HSBC.
SOLUTION
The Global Citizens platform. An informative, one-stop-shop website packed with lifestyle and financial advice, to help expats instantly feel at home in their new home. I oversaw every stage of the site’s development, from research and planning, to UX and UI design, to user testing, and finally the creation of content and tools.
IMPACT
An impeccable search strategy led 300K expats to the platform in the site’s first year, helping 8000 join HSBC. Six months after launch the Singapore Customer Recommendation Index rated HSBC the number one bank for expats.
