HSBC SimplyPay

HSBC SimplyPay

Revamping the UPI App

Revamping the UPI App

Team: 3 people I Duration: 3 Month I Role: UX Designer

Team: 3 people I Duration: 3 Month

Domain: Fintech/ Banking

Domain: Fintech/ Banking I Role: UX Designer

UX Challenge

HSBC India sought to revamp their SimplyPay mobile app to better facilitate UPI payments. The main objectives were to:


Enhance User Experience: Simplify the app's interface and streamline payment processes to make it more user-friendly and intuitive.


Increase Transactions and Adoption: Boost transaction volumes and attract new users by integrating features that emphasize ease of use, security, and speed.


Stand Out in a Crowded Market: Highlight HSBC's unique offerings to differentiate the SimplyPay app from numerous competitors in the UPI payment space.


By focusing on these goals, the redesign aimed to transform SimplyPay into a premier UPI payment solution that excels in user satisfaction and market presence.

UX Challenge

HSBC India sought to revamp their SimplyPay mobile app to better facilitate UPI payments. The main objectives were to:


Enhance User Experience: Simplify the app's interface and streamline payment processes to make it more user-friendly and intuitive.


Increase Transactions & Adoption: Boost transaction volumes and attract new users by integrating features that emphasize ease of use, security, and speed.


Stand Out in a Crowded Market:

Highlight HSBC's unique offerings to differentiate the SimplyPay app from numerous competitors in the UPI payment space.


By focusing on these goals, the redesign

aimed to transform SimplyPay into a premier UPI payment solution that excels in user satisfaction and market presence.

My Role

In the HSBC SimplyPay project, I collaborated closely with stakeholders to deeply understand user requirements and conducted dipstick research to identify key user needs and pain points. I conceptualized and designed the complete product, which significantly increased user conversion and differentiated SimplyPay in a competitive market against apps like Gpay and PhonePe. Throughout the redesign process, I balanced innovation with strict adherence to HSBC's global guidelines, ensuring a product that was both user-centric and aligned with the brand's standards.

Design Process

Design Process

Understand

Dip stick research

Ideate

Design

Prototype

Deliver & Dev. handoff

My Role

In the HSBC SimplyPay project, I collaborated closely with stakeholders to deeply understand user requirements and conducted dipstick research to identify key user needs and pain points. I conceptualized and designed the complete product, which significantly increased user conversion and differentiated SimplyPay in a competitive market against apps like Gpay and PhonePe. Throughout the redesign process, I balanced innovation with strict adherence to HSBC's global guidelines, ensuring a product that was both user-centric and aligned with the brand's standards.

Elevated SimplyPay Experience

4 UX tenets to

ETB

NTB

Prefers banking apps

for UPI payments

Prefers FinTechs apps

for UPI payments

“Google Pay is super convenient – everyone has it. It works whether I want to buy veggies at my local vendor, or shopping online.”

Convenience Driven Kareena

“Call me old fashioned, but I can’t wrap my head around exposing my bank account details to a third party. It just doesn’t seem safe.”

Safe Sanjana

“Banks are safer and more secure than Google Pay. There’s customer service, a relationship manager… I can rely on them 24/7.”

Risk Averse Rahul

“I only use Google Pay. It’s my go-to for any sort of payment. It’s just too quick and convenient.”

Habit Driven Hitesh

Know the users

We began by identifying the ideal target audience and prioritising the most accessible opportunities for the business. We then categorised the users based on the following metrics:

Be a purple cow

HSBC’s SimplyPay targets a premium customer base, including HNIs and NRIs. Unlike third-party UPI apps that cater to a broad audience, SimplyPay focuses on this niche market. The revamped app offers hyper personalised rewards based on individual spending habits, making it more appealing to users. Also, the homepage hero image changes based on the user’s location or relevant offers, such as showcasing a prominent city spot for users in Jaipur or exciting travel deals for frequent travellers. 

Be visually compelling

SimplyPay must distinguish itself, embodying the essence of HSBC boldly while adhering to its global guidelines. This involves reinforcing the brand's identity, values, and ensuring a seamless user experience across all HSBC platforms.

Speak the user’s language

The original SimplyPay app featured complex payment processes with long forms and confusing jargon, leading to user frustration. We redesigned the app to streamline these processes, introducing shorter forms and clear, jargon-free labels.

Learning

Innovation within Constraints: I learned how to creatively innovate while adhering to strict global brand guidelines, ensuring the design was both unique and aligned with HSBC's identity.


Strategic Thinking: The project reinforced the importance of strategic thinking in UX design, balancing user-centric solutions with business objectives to create a product that stood out in a competitive market.

After

After

Before

Before

After

Before