Personalised guidance at scale for HSBC’s new banking app

Client: HSBC

When HSBC launched its redesigned banking app, millions of customers were about to experience a completely new interface, updated navigation and new tools to manage their finances. For most banks, a change like this risks confusion, frustration and spikes in contact-centre demand.

Instead, Jaywing and HSBC saw an opportunity: use technology, data and personalised communication to guide customers through the change in a way that felt helpful rather than disruptive. Rather than issuing a single announcement, we built a dynamic communications programme that adapted messaging to each customer’s context. Using customer data and behavioural signals, we delivered personalised guidance across email and in-app channels, helping people understand the new design, discover features relevant to them and explore the app at their own pace. The result was a launch that didn’t just inform customers; it actively supported them through change. Weekly app usage increased by 48%, 80% of feedback was positive, and contact-centre impact remained low despite a major redesign.