HSBC Kinetic. The app-only account from HSBC that responds empathetically to the ebb and flow of running a small business.
HSBC Kinetic is an app that learns and adapts to each business’ unique rhythm, integrating popular business tools that enable customers to focus on business, not banking.
When developing the app, in order to get a real, first-hand understanding of small businesses and their needs, we located alongside the HSBC team at a co-working space, where we worked together as one, amidst some of the UK’s most dynamic entrepreneurs.
By observing how business owners managed their finances, HSBC Kinetic captured over 2,400 insights, gaining a deep understanding of their day-to-day tasks, habits, motivations and frustrations.
Armed with this knowledge, the team developed the app’s architecture which featured an intuitive user interface, complemented by an extensive design system.
To ensure the customers were front of mind throughout, we used rapid prototyping and a comprehensive user testing programme when exploring concepts, which then guided subsequent design iterations.
The design language was inspired by the very essence of small business, which was crafted to evoke their rhythm, dynamism and reactive nature.
Real time business health forecasts
Helps customers quickly monitor their position and cash flow management, adding a light, human touch to understanding the key to running their finances in business.
Fingertip financial control
Provides control with transaction categorisation and filtering, timely alerts and notifications, presenting all key information in clear and easily digestible formats.
Seamless integration with existing tools
Provides clarity and control as business grows, making it easy to move forward with confidence.
Proactive product recommendations
Monitors their unique financial rhythm, using smart features to help them avoid potential pitfalls.
The HSBC Kinetic fluidity of the experience was key to creating the sense of a living, responsive interface: we linked sequences, menus and transitioning content in a way that wasn’t just decorative, it was motion with intent, whilst the distinctive tone of voice turned laser-focused understanding in natural-sounding language.
Following its launch on the App Store, HSBC Kinetic has attracted thousands of new customers and has a rating of 4.7.
Thanks to the streamlined onboarding experience, HSBC Kinetic was also able to support new customers in quickly applying for a business account before applying for a time-sensitive Bounce Back Loan from HSBC UK (part of a wider package of government support for UK businesses impacted by COVID-19).