The challenge

Create website copy for PayMe that clearly describes its value proposition.

The tone of voice

While we had to align to the HSBC Group tone of voice, we also made concessions for it to sound younger and more casual to speak to our customers at their level.

I also recommended that we use more verbs and an active voice to spur action.

The OUTCOME

The website clearly laid out the features of the app and the benefits of using PayMe. As of 2020 (less than 3 years after its launch), PayMe has a customer base of more than 1 million users.

Extra

Yes, that is indeed my face on the mockup screens (and on the tram shelter ad back in 2017, as well as the TVC that debuted at the 2017 Clockenflap).