HSBC — Digital Asset Management

Delivered as part of WPP / Hogarth Worldwide, leading product design for HSBC's internal digital asset management platform — used by global offices to share, adapt, and reuse campaign assets across countries. The challenge: a slow, restricted process that wasted time and money every time a campaign needed adapting for a new market.

HSBC's global offices needed to exchange campaign assets across countries, but the existing process was fragmented and slow due to restrictions between different regions. Adapting a single campaign for a new country required disproportionate time and cost.

The platform needed a simultaneous UI refresh and UX rebuild — under a tight deadline — while shifting from assumption-driven to data and user-driven design.

Ran two parallel phases: a UI refresh for immediate visual improvement, and a deeper UX rebuild driven by user research and data. Business goals, user research, and metrics were translated into product requirements and Jira stories, then designed and tested in agile sprints.

Worked with developers on-site in London and off-site in Poland. Tested rough wireframes with users from different parts of the organisation — and discovered that many existing flows had been built on stakeholder assumptions, not actual user behaviour. Recentred everything around validated user journeys, proving to stakeholders that a new direction would drive measurably better results.

Turned validated wireframes into high-fidelity mockups focusing on interaction quality, speed, and clarity. Created custom iconography for different user permission levels, maintaining a consistent visual style aligned with HSBC's brand.

Pushed the engineering team to improve the backend search engine — the core user need was to find and use assets immediately.

Revised HSBC's brand guidelines for the global platform, including an interaction guide for developers covering forms, buttons, links, and all components — ensuring consistency, speed, and ease of use at scale.

The full platform was delivered on time, across on-site and off-site teams. HSBC employees worldwide can now instantly find assets from any global office and request usage for their own country with a single click. Delivered across web, mobile, and all devices.

Sketch, user research, usability testing, agile methodology, custom iconography, brand systems, cross-team remote collaboration.