THE CHALLENGE

Invite PayMe users to join our user experience research process.

THE CONTEXT

We wanted to redesign the app with the user in mind. And what better way to do so than to have real-life users participate, giving us their honest and candid feedback? But enticing them to become PayMe Insiders without any financial incentive is no easy feat, especially if we want them to complete long surveys and come in for workshops. We also had to bear in mind any legal, regulatory and compliance guidelines in drafting the invitation.

THE SOLUTION

Shape the future of money in Hong Kong!

Have your say in the next big app  Share your opinion with us so we can build a better app tailored to digitally-minded individuals like you. Join us as a PayMe Insider and you could be selected to participate in focus groups, workshops, user testing, digital surveys and more… (psst… there will be free food!). Sign up to become a PayMe Insider  (It takes just 2 minutes) Follow the link to answer a few questions* about yourself and we’ll add you to our PayMe Insiders list: https://payme.hsbc.com.hk/paymeinsiders It’s all about you We have big ambitions for creating experiences you’ll love and they begin and end with customers like you. We look forward to hearing from you soon. Best regards, PayMe Team

The outcome

We had a higher than average open rate (in comparison to similar emails in the financial industry) and a sign up rate that exceeded our own expectations. The first user experience survey which followed shortly after the invitation had more than 100 completed responses, despite being a 10-12 minute long survey.’

EXTRA

Besides writing the invitation email, I also drafted the footnote per legal, regulatory and compliance feedback. I wanted it to cover the points they raised but written in the PayMe tone of voice so our customers can understand it easily.

I worked with the designers and researcher to edit the copy for the user experience survey, taking care to ensure that we don’t lead the respondent to any particular answer. That way, the answers would be as unbiased as possible, providing us with a clearer idea of where we stood and where our users’ expectations were. One of my colleagues later tipped me off that a different team within the Bank adapted my copy for another research survey. Well, I suppose sharing is caring!