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Creating a game-changing customer & brand experience for small business banking. To retain and grow their small medium business (SME) customer base in a challenging market, HSBC had to evolve their brand and user experience to be best in class. The design challenge was to take HSBC's business banking know-how and reinvent it for a digitally savvy audience without falling into old banking habits. As Design Director I led a team of product designers in re-defining the HSBC small business banking platform for iOS, Android and the web. The project encompassed defining the user experience principles, brand development, user testing and design & delivery. Kinetic won a clutch of awards including Best Digital CX - Account Opening and Customer Onboarding at the Digital CX awards 2022, and Moneynet finance awards 2023 best App based business account.