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Overview

This project involved the design and development of a campaign microsite for HSBC’s New Year promotional campaign.

The primary objective was to drive user engagement and participation in a festive lucky draw experience, while reinforcing the celebratory tone of the campaign through digital interaction.

The microsite was designed for both desktop and mobile users, ensuring accessibility and consistency across devices.

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Role

I was responsible for the end-to-end design process, including:

• UI/UX design
• Visual direction
• Interaction design
• Digital asset creation
• Front-end implementation

This allowed me to oversee both the design and functional aspects of the experience, ensuring consistency between concept and execution.

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Challenge

The key challenge was to create a simple yet engaging experience that could:

• Communicate campaign information clearly
• Encourage users to participate in the lucky draw
• Maintain attention within a short interaction window
• Deliver a festive and brand-consistent experience

As a promotional microsite, the experience needed to balance marketing objectives with usability and clarity.

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Design Approach

• Conversion-Focused User Flow

The site was structured around a clear engagement journey:

1. 1. 1. Campaign introduction
      2. Explanation of lucky draw mechanics
      3. Call-to-action to participate
      4. Completion / confirmation state

This flow was designed to minimise friction and encourage participation.

• Information Hierarchy

Clear visual hierarchy was used to guide users through key campaign messages.

Primary focus was placed on:

• • • Lucky draw entry points
    • Key promotional messaging
    • Clear and accessible call-to-actions
• Festive Visual Direction

The visual style was designed to align with HSBC’s New Year campaign theme, using festive elements to enhance engagement while maintaining brand credibility.

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Interaction & Engagement

Subtle interactive elements were incorporated to:

• Reinforce key actions
• Improve user engagement
• Create a more dynamic browsing experience

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Solution

The final microsite delivered a streamlined and engaging campaign experience that guided users from discovery to participation with minimal friction.

By combining clear UX structure with festive visual design, the experience successfully supported campaign engagement goals while maintaining brand consistency.

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Key Takeaway

This project demonstrates my ability to design conversion-focused digital experiences that balance marketing objectives, usability, and visual communication.

It also highlights experience in delivering responsive campaign microsites from concept through to implementation.