We have to actually verify the person in-person. Otherwise if they where to go to other HSBC group they could potentially be verified. But I have not experienced that we receive these requests either mail or electronically. It is always walk-in notification.
We do have a tool to get help which refers back to the contact center. But I don’t think they would be able to give any more info then we could in a branch.
HSBC Process for managing Deceased Estate UX Research
I collaborated with a team of 10 where we focused on understanding and improving the challenging experience of managing deceased estates and, under the guidance of a senior designer, led the ideation and development of a solo project. From discovery to final recommendations, I conducted research, analyzed user pain points, and crafted solutions to improve the process for both customers and staff.
UX Role:
UX Researcher
Collaboration with a team of 10 researchers.
Direct consultation with a Senior Designer.
Coordination with cross-functional stakeholders, including members of the HSBC Customer Advocacy team and front-line staff.
Mission:
Propose UX improvements that enhance the entire user journey from notification of death to estate resolution.
Include specific requirements to support front-line staff in their role.
Timeline:
May 2024 - July 2024
Key problems to solve:
Confusion in User Journeys-
Customers and their proxies struggle to navigate the complex and fragmented online and offline processes of managing deceased estates, leading to frustration and delays.
Lack of Support for Frontline Staff-
Frontline staff face inefficiencies due to disjointed systems, scattered information, and manual processes, making it harder to provide timely support to customers.
Inadequate Emotional Sensitivity-
The current process lacks compassion, failing to provide customers with the emotional sensitivity and personalized guidance needed during a difficult time.
Challenges I encountered:
Balancing Empathy with Functionality-
Designing an interface that is both supportive and functional during an emotionally sensitive time was challenging. It required finding the right balance between offering clear, practical information and maintaining a compassionate tone throughout the user journey.
Simplifying a Complex, Multi-step Process-
The deceased estate process involves numerous steps and documents, making it difficult to streamline the user experience without losing important details. You had to ensure that the process remained efficient while providing users with guidance at every step.
Integrating Online and Offline Touchpoints-
Bridging the gap between online and offline processes—such as in-branch visits and document submissions—was challenging. Creating a seamless experience that connected these touchpoints required careful coordination between both digital and physical interactions.
Responsibilities:
Confusion in User Journeys
Customers and their proxies struggle to navigate the complex and fragmented online and offline processes of managing deceased estates, leading to frustration and delays.
Data Analysis
Analyzed qualitative data to inform design decisions and validate findings.
Documentation
Created detailed documentation of research findings, design iterations, and final recommendations to communicate effectively with stakeholders.
Delving deeper into the process…
Creating the Research Plan
I created this plan in, aligning with HSBC’s business goals:
How can we enhance the user experience for deceased estate customers?
What challenges do customers face when they try to go through the process of managing the deceased estates through HSBC website?
What are the expectations and needs of customers navigating this difficult time?
How can we support HSBC frontline staff in handling these cases more efficiently and compassionately?
Methodology
I have utilized a comprehensive research approach that combines qualitative research methods(semi-structured interviews with 3 customer advocacy manager HSBC and 3 customer service managers), competitive analysis, and extensive desktop research.
I chose hour long semi-structured interviews for the following reasons:
Open ended questions allow for attitudinal insights & in-depth discovery.
The length of the interview could be split into stages with different focuses.
Given that customers infrequently use HSBC’s bereavement page, our research included a thorough analysis of institutions that demonstrate best practices in managing bereavement pages. This approach provided valuable insights and informed our suggestions for enhancing HSBC's bereavement page.
Insights from the Banking Code Compliance Committee (BCCC) report, published in June 2023, which examined the practices of six banks in managing deceased estates, were also considered. This approach gave us a panoramic view of the entire process of managing deceased estates, providing valuable insights and informing our suggestions for enhancing Deceased Estates process.
Synthesis - Cutting through to find insights…
Affinity Mapping
The synthesis stage involved a process of categorizing user profile responses with common themes:
All findings and quotes from interviews were imported into miro, sorted by insights and and colour coded by target user group.
Barriers and Pain Points Of each group were identified, with direct quotes as evidence for every theme.
The findings analyzed were explored further to group under five key themes.
“
We have to actually verify the person in-person. Otherwise if they where to go to other HSBC group they could potentially be verified. But I have not experienced that we receive these requests either mail or electronically. It is always walk-in notification.
We do have a tool to get help which refers back to the contact center. But I don’t think they would be able to give any more info then we could in a branch.
The process currently feels a bit disjointed. It would be much more efficient if we had a unified approach, with one standard template for all departments instead of each department using its own template. This standardization would help streamline the process and reduce confusion. It would be better if we had a single team for this.
“
Because frontline don't deal with the cases that frequently , staff not as confident when dealing with those scenarios.
“
Empathise with the users…
Customer Journey Map
I've crafted a journey map highlighting customer pain points in managing deceased estates, aiming to create a smoother, more compassionate experience.
Notification and Initial contact
Identification and documentation
Handling and processing by Backoffice
Keeping Customers Informed
Process completion
Customers rely on branches as their primary assistance communication channel.
The call center or online chat services does not engage with third parties, directing them instead to visit a branch for any inquiries or help.
Inconvenience and inefficiency caused by the need for in-person verification and manual handling of documents.
Delays in processing and communication .
Lack of direct contact with deceased estates team .
Customers cannot track the process independently, leading to them contacting the branch for updates.
Potential delays in finalizing the process.
Mapping the Process…
Process Mapping
I mapped the process to identify:
What are the specific points in the process that cause the most delays and confusion?
What do frontline staff need to effectively assist in their roles within this process?
What technological aspects could be added to better serve the customers?
Notification and Initial contact
Identification and documentation
Handling and processing by Backoffice
Process completion
5 key insights…
My qualitative UI/UX research at HSBC revealed gaps in clear communication with customers managing deceased estates, highlighting a lack of formal processes for proactive communication.
Front office lacks information about the process when it reaches back office.
Physically verifying and manually managing documents.
Customers don’t use bereavement page on HSBC website.
The branch operates as a go-between for the customer and the Back Office.
Lack of Contact of customer with Back Office.
Recommendations...
My recommendations prioritized low-cost solutions and utilizing existing systems, followed by high-budget options.
Recommendation1
Provide frontline staff access to the system used by the deceased estates team. This centralized system organizes all files and documents, ensuring efficient tracking and management through specific queues.
Recommendation2
Create a customer portal for tracking case progress online with real-time updates.
Recommendation4
Essential Training for Effective Deceased Estates Management.
Comprehensive Training Program.
Scenario-Based Training.
Process update Training.
Regular refresher courses.
call center staff Training..
Break down the process into clear milestones (e.g., notification, identification confirmation).
Clicking on this portal will display options for online document upload, required documents, and information on who can certify the documents.
Implement alerts and notifications for important milestones or if additional information is required.
Display the estimated completion time for each milestone based on historical data
Offer educational resources, FAQs, and guides within the portal to assist customers in navigating the process of managing deceased estates.
Assign a case officer with contact details to each customer when their case reaches the back office for personalized support..
Recommendation3
Improving the Bereavement Page