The aim of this UX project is to improve the user experience for HSBC customers and staff dealing with deceased estates. The research objectives are designed to provide a comprehensive understanding of the current process and identify areas for enhancement.
The key objectives are:
Evaluate the Current User Experience:
Review the "Dealing with Bereavement" page on the HSBC website.
Assess surrounding offline processes related to deceased estate management.
Identify areas of confusion or insufficient information in the current digital touch points.
Gather User Insights:
Engage with HSBC customers or suitable proxies who have navigated the deceased estate process
Collect detailed feedback on their experiences, focusing on aspects that could be improved.
Understand the emotional and practical challenges faced during this sensitive time.
Analyse Internal Processes:
Interview frontline HSBC team members and staff who handle deceased estate cases.
Identify enhancements that could support their role in managing these situations.
Develop UX Recommendations:
Formulate UX recommendations for both online and offline aspects across the lifecycle of the deceased estate process.
Propose specific improvements for the digital interface, focusing on clarity, compassion, and ease of use.
Suggest enhancements to support the role of frontline staff in the process
DesiredOutcomes
A stakeholder interview was conducted at the beginning of this project Using the insights from the stakeholder interview and the project brief supplied to us, the following were identified as desired outcomes that would be achieved by implementing the recommendations in this report:
Improvements in Customer and Staff Pain Points
For Customers:
Reduced emotional stress during the notification and account management process
Clearer understanding of required steps and documentation
Shorter waiting times for account resolutions
More empathetic and supportive communication throughout the process
Easier access to relevant information and support resources
For Staff:
Streamlined workflows to manage deceased estate cases more efficiently
Better tools and resources to handle complex scenarios
Reduced workload through improved self-service options for customers
Enhanced training to handle sensitive situations with empathy and professionalism
Clearer guidelines on compliance and legal requirements
Better Compliance with BCCC Recommendations
Full alignment with the Banking Code of Practice guidelines on deceased estates
Implementation of clear timelines for processing deceased estate matters
Enhanced transparency in communication with beneficiaries and executors
Improved record-keeping and documentation processes
Proactive approach to identifying and addressing potential compliance issues
Improved UX on HSBC's Deceased Estates Webpage
Redesigned layout for easier navigation and information findability
Incorporation of empathetic language and design elements
Possible integration of secure document upload functionality
Inclusion of clear contact information for specialised deceased estate support team
Enhanced Overall Process Efficiency
Reduction in the average time to resolve deceased estate cases
Decrease in the number of touch points required to complete the process
Improved accuracy in document submissions, reducing delays caused by errors
Improved Customer Satisfaction and Brand Perception
Positive word-of-mouth recommendations
Increased trust in HSBC's ability to handle sensitive matters
Potential for customer retention among beneficiaries and executors
ResearchMethodology
The research approach for the HSBC Deceased Estates UX project employed a multi-faceted methodology to gather comprehensive insights:
1:1 Interviews with HSBC Staff
Conducted in-depth, semi-structured interviews with various HSBC staff members
Topics covered: current processes, customer pain points, staff challenges, suggestions for improvement
Interviews were recorded (with consent) and transcribed for detailed analysis
Thematic analysis was performed to identify recurring issues and potential solutions
Focus on gathering insights from different perspectives within the organisation
Explored both front-end and back-end processes related to deceased estates
Competitor Analysis through Usability Testing
Selected key competitors in the Australian banking sector for analysis
Conducted comparative usability tests on competitors' deceased estate processes
Evaluated factors such as: • Ease of navigation • Clarity of information • Accessibility of forms and documents • Overall user experience
Identified best practices and innovative approaches that could be adapted for HSBC
BCCC Guidelines Analysis for Best Practices
Reviewed the Banking Code Compliance Committee (BCCC) guidelines related to deceased estates
Identified key compliance requirements and industry standards
Compared HSBC's current practices against BCCC recommendations
Developed a checklist of best practices based on BCCC guidelines and industry leaders
Biases&Limitations
Limited Participant Pool
The only participants interviewed for this research were HSBC staff
Customer insights were gained by proxy through staff interviews
This limitation may result in a skewed perspective, potentially missing direct customer insights
Staff views might not fully capture the emotional and practical challenges faced by customers
Staff-Centric Recommendations
The recommendations skew more in favour of easing staff pain-points than customers'
There's a risk of overlooking customer-specific issues that staff may not be fully aware of
The proposed solutions might prioritise internal process improvements over customer experience enhancements
Limited Scope of Competitor Analysis
The competitor analysis, while valuable, was limited to publicly available information and may not capture the full range of competitors' internal processes
Absence of Real-Time Process Observation
The research did not include observation of actual deceased estate cases being processed
This limitation may result in missing practical insights that emerge only during real-time handling of cases
Future research could address these limitations by including direct customer interviews, real-time process observations, and a broader, more diverse participant pool to ensure a more comprehensive understanding of both customer and staff needs in the deceased estates process.
UserProfiles
To gain a comprehensive understanding of the deceased estates process at HSBC, four distinct user profiles were developed based on insights gathered from research. These profiles are meant to represent key stakeholders involved in the process, offering their roles, challenges, and perspectives.
Three of these profiles were directly derived from in-depth interviews with HSBC staff members, each representing a different facet of the organisation's approach to deceased estates. These profiles provide valuable insights into the internal workings of HSBC and the various touch points within the deceased estates journey.
The fourth profile was created by proxy, synthesising information from staff interviews to represent a typical customer navigating the deceased estates process. While this profile is not based on direct customer interviews, it aims to capture the customer experience as understood and relayed by HSBC staff
Product Support Manager
Silva
Okafor
ProductSupportManager
Pain Points:
Fragmented systems and processes across different teams
Lack of end-to-end visibility in the deceased estate process
Inadequate staff training on deceased estate handling
Needs/ Suggestions:
Ana Silva
“We need comprehensive process documentation because the types of Deceased Estates cases can be varied and complex.”
Ana is a Product Support Manager with 2.5 years of experience at HSBC, having previously worked as a front-line staff member in branches before moving into her Product Support role.
Goals:
Create a more integrated, streamlined deceased estate process
Improve compliance with regulatory requirements
Enhance the accuracy and efficiency of fee management
Develop better training and support materials for staff
A centralised system for managing deceased estates across all products
Improved automation for identifying and stopping fees
Clear, comprehensive process documentation
Enhanced reporting and monitoring tools for compliance
Interview Quotes:
"There's no end to end process to manage disease estate"
"Front line and back office doesn't communicate very well"
"Our customers have reported cases that can take up to one plus year due to the overall process structure."
"We don't have a direct contact number for the disease estate team."
"This letter doesn't show any empathy or compassion. If you read it, it's just so dull."
"There's no centralised team to manage this end to end process."
"[Different teams] don't use the same system to put in any remarks or any status updates."
“[I suggest] "Having a person actively follow up."
CustomerServiceManager
James Okafor
"The website can undergo design changes so that customers can easily navigate to information relevant to them."
James is a Customer Service Manager with 10 years of experience in banking. He has been at his current branch for the last 5 years, and believes improved communication is required between back-office and branch staff.
Pain Points:
Lack of up-to-date training on deceased estates
Difficulty in accessing real-time status updates on deceased estate cases
Challenges in explaining complex processes to bereaved customers
Inconsistent information flow between branch and back-office teams
Needs/ Suggestions:
Regular, comprehensive training on deceased estate processes
A centralised system to track the status of deceased estate cases
Clear guidelines on required documents and processes
Improved tools for communicating with back-office teams
Interview Quotes:
Goals:
Provide efficient and compassionate service to bereaved customers
Improve communication between branch and back-office teams
Streamline the deceased estate notification process at the branch level
“[Customers will] will just come to the branch to to submit all the documents”
“(About the frequency of deceased estates cases) Maybe two weeks time, we have one“
“Because we are not a legal person, we don't know how to assess the probate for the customer"
“We just tell the customer because the branch is not supposed to read all the document, we can just collect all your document and then we will send it back to the system"
“We have an email inbox from the deceased [estates] team. [So] you can just email that inquiry to them."
CustomerEnhancedCareManager
Aisha Fernandez
"Having a dedicated Deceased Estates team as a direct point of contact for customers would solve a lot of problems."
Pain Points:
Lack of a dedicated deceased estates team as main contact
Delays in processing deceased estate cases
Insufficient empathy in customer communications
Overly complex and text-heavy information on the website
Needs/ Suggestions:
A dedicated team for handling deceased estates
Improved systems for tracking and managing cases
Enhanced training on empathetic communication for all staff
Redesigned, user-friendly web content for deceased estates
Interview Quotes:
Aisha has 3 years of experience in customer advocacy, and is very passionate about creating a positive experience for deceased estate customers due to having gone through the process herself when her close relative passed away a few years ago.
Goals:
Improve the overall experience for bereaved customers
Reduce processing times for deceased estate cases
Enhance empathy and compassion in all customer interactions
Simplify and clarify the deceased estate process for customers
“My understanding is we send letters out to our customers, and only in some circumstances where our team may provide an email"
"We find that, like, from a compliance perspective, the complaints that come through mainly have to do with timing"
“Once we have a notification, there's really no there's no instant notification to say, okay, the team has received your your documents."
“There is no transparency as to where the case is actually at.”
"We don't have a dedicated team. We don't have a direct line that people can talk to, a dedicated deceased estate team, that can actually guide them through over the phone."
Customer
Mei Lin
Spouse of deceased HSBC account holder with limited banking experience, who is going through the deceased estates process for the first time.
Pain Points:
Confusion about notification process and documents.
Lack of clear, empathetic communication from the bank.
Difficulty tracking the progress of the case.
Needs:
Goals:
Efficiently notify the bank and settle the deceased's estate.
Minimise stress, admin, and number of bank visits during a difficult time.
Ensure all accounts are properly closed and funds distributed.
Clear, easily accessible information about the deceased estate process. Empathetic and patient support from bank staff at all stages of the process.
A single point of contact or dedicated team for deceased estates.
Regular updates on the status of the estate settlement.
Assurance that all relevant fees are stopped promptly and all accounts settled.
AffinityMapping
Affinity mapping was performed using insights from the interviews conducted with HSBC staff to organise and analyse the complex landscape of issues surrounding deceased estate management.
This visual representation synthesises key themes and challenges identified across multiple departments and touch points within the organisation. By clustering related ideas and observations, significant patterns and pain points in the current process were uncovered.
The resulting map highlights areas of concern ranging from internal communication breakdowns to customer-facing difficulties, providing a comprehensive overview of the multifaceted challenges HSBC faces in handling deceased estates efficiently and empathetically.
AffinityMapping
Conflicting: There are conflicting processes and information within HSBC, causing confusion and inefficiencies.
Process Complexity: The processes are overly complex, with unnecessary steps and fees that complicate customer interactions.
Fragmented Process: The overall process is fragmented across multiple teams, leading to coordination issues and lack of clarity.
Customer Channels of Contact: Multiple contact points exist, but they may not be efficiently managed or integrated.
Staff Obligations: Employees have various responsibilities that may be overwhelming or poorly defined
Multiple Teams Involved: The involvement of multiple teams creates coordination challenges and potential communication gaps.
Lack of Dedicated Staff: There's a shortage of specialised staff to handle specific tasks, particularly for deceased estates.
Customer Issues: Various problems affect customer experience, including delays and communication issues.
Lack of Empathy from HSBC: The bank's approach lacks empathy in handling sensitive cases like deceased estates.
Lack of Training: Staff training is insufficient, particularly for handling complex or sensitive cases
Front-line/Branches: Issues with front-line staff, including high turnover and lack of specific training for complex cases.
Inter-team Communication Issues: Poor communication between different teams hampers effective case management.
Process Delays: Significant delays occur in processing cases, sometimes taking months to resolve.
Issues with Varying Levels of Experience: Staff have different experience levels, leading to inconsistent service quality.
International Customer Difficulties: Handling international customers presents unique challenges, including language barriers and document complexities
Website Problems: The current website has issues with content, user-friendliness, and potentially outdated information.
Suggested Website Improvements: Recommendations for enhancing the website, including better visuals and navigation.
Suggested Other Improvements: Additional suggestions for overall process improvement, such as implementing a single point of contact.
CurrentProcess
Unclear what documents to bring
Lack of specialised training leading to potentially uninformed service
Burden of additional paperwork and various causes for delay including documents in other languages
Fragmented system and lack of dedicated team
Lack of transparency between all teams
Potential noncompliance with BCCC guidelines
Not personalised, lacking empathy
Areasoffocus
The most prominent issue is the fragmented nature of systems used to manage deceased estate cases This fragmentation leads to a lack of end-toend visibility, making it difficult for staff to track and manage cases efficiently throughout their lifecycle. The disjointed approach potentially contributes to delays, miscommunication, and a poor experience for both staff and customers.
The current website fails to provide clear, comprehensive information for customers dealing with deceased estates. This lack of clarity can lead to confusion, increased calls to customer service, and potential frustration for individuals already dealing with a sensitive situation.
The fragmented systems and lack of visibility may result in unnecessary delays in processing deceased estate cases These delays can potentially lead to additional fees being charged to the estate, which may be seen as unfair or exploitative by customers A major reason for delays especially for an international bank such as HSBC also includes documents in foreign languages, which front-line staff are often unable to assist with and customers may not be aware need to translation or further ancillary documentation.
Staff members appear to lack specialised training in handling deceased estate cases. This gap in knowledge and skills can lead to inconsistent service, errors in processing, and an inability to provide expert guidance to customers during a challenging time
Both the website content and customer communications seem to lack the necessary empathy required when dealing with bereaved individuals This deficiency in emotional intelligence can damage the bank's reputation and customer relationships during a sensitive period.
Website: Lacking clarity of information for customers
Lack of specialised training in Deceased Estates
Fragmented systems and lack of end-to-end visibility for Deceased Estate cases
Potential for unnecessary fees charged due to delays
Lack of empathy from website and in customer communications
BCCCDeceasedEstatesReport2023
The BCCC report and guidelines have been used as rules of thumb for improving the management of deceased estates. In the context of this UX research project, several key points from the BCCC recommendations align closely with the areas of focus identified:
Comprehensive View of Customer Accounts: The BCCC recommends ensuring a "comprehensive view of customer accounts across all business units". This directly addresses the fragmented systems and lack of end-to-end visibility for Deceased Estate cases in HSBC’s current process. Implementing a unified system that provides a holistic view of customer accounts would greatly improve case management and reduce delays.
End-to-end Quality Assurance: Implementing an end-to-end quality assurance and control system is crucial for addressing the fragmented nature of current processes This aligns with the focus on improving overall visibility and efficiency in handling deceased estate cases
Staff Training: The BCCC emphasises providing "staff training on sensitive communication with bereaved customers". This directly relates to the lack of specialised training in Deceased Estates and the need to improve empathy in customer communications.
Addressing Root Causes of Delays: The guideline to "review and address root causes of delays in processing" is particularly relevant to the focus on reducing unnecessary fees charged due to delays. This recommendation supports the goal of streamlining processes and improving efficiency.
Clear and Accessible Information: The BCCC's call for "clear, accessible information and easy-tonavigate processes" aligns with the focus on improving the website's clarity of information for customers This would help address the confusion and potential frustration experienced by individuals dealing with deceased estates
Effective Record-keeping: The recommendation to "ensure effective record-keeping of requests and instructions" supports the goal of improving end-to-end visibility and reducing miscommunication between different departments handling deceased estate cases.
SuggestedProcess
Clear instructions through website
Customer has a dedicated point of contact for any queries, reducing document errors
Gives customer peace of mind and instills trust in the process.
Dedicated staff especially for difficult cases will greatly reduce issues down the line
Potential for automation to reduce human error and avoid delays
Gives transparency to all teams to be able to access case info and track case progress.
Updates through centralised platform
Demonstrates empathy to the customer at an individual level even after estate closure.
Improvements
Clear Communication from the Start: The process can start off on the right foot with clear instructions through the website for notifying of a death This addresses the issue of customers being unclear about what documents to bring and also prepares them better for the process, which a well-designed website can greatly help resolve.
Dedicated Case Management: The assignment of a case manager early in the process will help prevent many issues down the line especially related to miscommunication. This provides customers with a dedicated point of contact, reducing confusion and improving communication throughout the estate management process. This communication can be further improved in the case of international customers via the availability of multi-lingual case managers.
Proactive Customer Guidance: The customer is contacted by the case manager and given clear guidance on required documents. This approach should reduce errors and delays caused by incomplete or incorrect documentation, and makes the bank appear more proactive
Automated Document Handling: Automation of document verification could significantly reduce human error and processing delays. This could also especially be helpful to help identify and provide a preliminary translation for foreign documents to help unveil issues early on.
Unified Account Review: Reviewing the account across all relevant teams via a unified platform addresses the fragmentation issues and lack of transparency between teams. The unified platform must allow for case tracking and easy access to case files along the entire timeline to all relevant teams.
Consistent Customer Updates: The new process emphasises regular updates to the customer throughout the process by the dedicated case manager, which should improve the customer experience and reduce anxiety or frustration caused by lack of information.
Personalised Closure Communication: Personalised closure communication and support from the dedicated case manager to the bereaved customer even after the case is closed addresses the lack of empathy in customer communications. This will further the relationship between the bank and the bereaved further than just a transactional relationship.
Specialised Deceased Estates Team: The introduction of a specialised team for deceased estates should lead to more informed and efficient handling of cases, especially complex ones. The specialised team will deal directly with the customer and liaise with them on behalf of the bank to provide a more empathetic experience.
Centralised Information Platform: Introducing a unified platform for account review and updates should greatly improve transparency and coordination between different teams.
CompetitorAnalysis
This competitor analysis involved comparative usability tests on key Australian banks' deceased estate processes, evaluating factors such as ease of navigation, clarity of information, accessibility of forms and documents, and overall user experience.
Three major Australian banks were selected - Commonwealth Bank (Commbank), National Australia Bank (NAB), and Australia and New Zealand Banking Group (ANZ) - for analysis.
Usability tests were conducted with interview participants, who were asked to navigate through each bank's deceased estate information pages and processes. Their interactions and feedback were documented and analysed.
Commbank
Commbank's approach stood out for its user-friendly design and emotional consideration:
Use of Images: The bank effectively uses images to set an appropriate tone for the sensitive topic of deceased estates This visual element helps create a more empathetic and comforting environment for users
Navigation: Easy-to-navigate links and step-by-step guidance make the process clear and manageable for users who may be dealing with complex emotions.
Visual Enhancements: The use of visual highlighters for links draws attention to important information and actions.
Centralized Resources: All necessary forms are conveniently located in one place, reducing user frustration and time spent searching.
Information Structure: Clear subheadings separate from the main text body provide a wellorganized layout, making it easier for users to find specific information quickly.
NAB
NAB's approach focuses on simplicity and clarity:
Language: The use of easy-to-understand language makes the process more accessible to all users, regardless of their familiarity with banking terms.
Guided Process: Step-by-step guidance helps users navigate the complex process of managing a deceased estate.
Interactive Design: Drop-down menus to hide bodies of text where required prevent information overload and allow users to focus on relevant sections.
Accessibility: Contact links are prominently displayed, making it easy for users to seek additional help when needed.
ANZ
ANZ's approach emphasises empathy and user-centric design:
Relevant Imagery: The use of relevant images helps set an appropriate tone for the sensitive nature of the topic.
Empathetic Language: The title and overall language used demonstrate a more empathetic approach, acknowledging the emotional state of users.
Enhanced Navigation: Jump-to links for easy navigation to subheadings allow users to quickly find the information they need.
Prominent Contact Information: Easily visible contact information ensures that users can quickly get in touch with the bank for support.
Commbank
ANZ
CurrentHSBCWebpage
The usability testing conducted on the current HSBC webpage dedicated to deceased estates has revealed several shortcomings that may negatively impact user experience and potentially hinder compliance with BCCC guidelines. These issues range from design and layout problems to content presentation and accessibility concerns. Addressing these shortcomings will improve the overall user experience and ensuring that HSBC provides the level of support and empathy required for individuals managing deceased estates.
Impersonal and Un-empathetic Tone
The current webpage contains language that may appear impersonal and lacks the empathy necessary for such a sensitive topic. This approach fails to acknowledge the emotional state of users who are likely dealing with grief and loss while attempting to navigate complex financial processes. The lack of empathetic language may create a disconnect between the bank and its customers, potentially damaging trust and goodwill during a critical time.
Lack of Visual Appeal
The webpage is overwhelmingly text-heavy, lacking any visual elements that could provide emotional resonance or break up the monotony of the content. This absence of visual interest not only makes the page less engaging but also fails to convey the appropriate tone for the subject matter. The use of relevant imagery or thoughtful design elements could significantly improve the user's emotional connection to the content and make the information more digestible.
Challenging Layout and Information Architecture
The current layout, consisting of one long scrolling page, presents challenges for users trying to navigate and digest the information. This format can be overwhelming, especially for individuals who may be emotionally distressed or unfamiliar with banking processes. The lack of clear sections or easily navigable structure makes it difficult for users to quickly find the specific information they need, potentially leading to frustration and increased cognitive load.
Poor Form Accessibility
While the page does include links to necessary forms, these links are not clearly segregated from the main body of text. This integration makes the forms difficult to locate quickly, potentially causing delays and frustration for users who need to access these critical documents. The lack of a dedicated, easily identifiable section for forms and documents contradicts best practices observed in competitor websites and fails to meet user expectations for easy access to essential resources.
Suboptimal Glossary Placement
The inclusion of a glossary is a positive feature, demonstrating an awareness of the need to explain complex terms. However, its placement at the very end of the page significantly reduces its usefulness. Users may not realise the glossary exists until they've scrolled through the entire page, by which point they may have already struggled with unfamiliar terms. This placement does not align with user-centric design principles and fails to provide timely support for users navigating complex financial and legal terminology
Non-Specialised Contact Information
The contact information provided on the current page is not for a dedicated deceased estates team. The absence of a dedicated point of contact contradicts best practices observed in competitor analyses and fails to provide the level of specialised support that customers managing deceased estates require.
WebpageSuggestions
This redesigned HSBC deceased estates webpage mock-up addresses key shortcomings and incorporates best practices identified through research and competitor analysis
Empathetic Language: The headline can use language that immediately sets a supportive tone, addressing the previous lack of empathy.
Visual Appeal: An image depicting comforting human interaction adds emotional resonance and visual interest.
Dedicated Contact Information: Prominent contact details for HSBC Bereavement Services ensure easy access to specialised support.
Clear, Step-by-Step Layout: Information organised into three clear steps improves navigation and reduces confusion.
Improved Information Architecture: Separated groups of items and links make it easier to find specific information
Accessible Glossary: Moved to a prominent position for easier access to complex terms, can be a “floating” element to remain visible at any part of the page.
Quick Links and FAQ Section: Provides direct access to important topics and common queries.
High-Level Links with Expandable Details: Keeps the initial page uncluttered while offering access to comprehensive information.
The redesigned webpage must aim for easier navigation and improved emotional support. It will provide more efficient access to information, ensuring better compliance with BCCC guidelines. It may reduce basic support inquiries, allowing staff to focus on more complex cases Overall, these changes should lead to a more supportive, efficient, and user-friendly experience for individuals managing deceased estates
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Recap:TopRecommendations
Dedicated Deceased Estates Team
Centralised
Digital Case Management System
Redesign “Dealing with Bereavement” Webpage
Automated Verification and Fee
Identification System
Post-Closure Support System
Specialised expertise
Consistent handling of cases
Improve overall customer experience
Reduce pressure on frontline staff
Improve case tracking
Reduce delays
Easier to update customers on case status
Avoid gaps in information by having all teams on the same page
Empathetic language
Simplified layout
Added visual elements
Easy navigation via quick links
Step-by-step guidance
Work in tandem with centralised digital case management system
Reduce human error
Identify unnecessary fees quicker
Avoid delay due to incorrect documents
Follow-up support to customers after estate is settled. Address any lingering issues or questions. Make customer feel supported beyond a transactional relationship.
