HSBC 2016 Engagement Minisite
Client
HSBC HK
Service
Website
Year
2016
A campaign microsite for HSBC's New Year promotional campaign, aimed at driving user engagement and participation in a festive lucky draw, and delivering a consistent experience across desktop and mobile.
Overview
A campaign microsite for HSBC's New Year promotional campaign, aimed at driving user engagement and participation in a festive lucky draw, and delivering a consistent experience across desktop and mobile.
Role & Responsibilities
End-to-end design process: UI/UX design, visual direction, interaction design
Digital asset creation
Front-end implementation, maintaining consistency between concept and execution
Challenge
The microsite needed to communicate campaign information clearly, encourage lucky draw participation, hold users' attention during a short interaction, and deliver a festive, brand-consistent experience — balancing marketing objectives with usability and clarity.
Designing at Scale
Conversion-focused engagement journey — Structured the flow as campaign introduction → lucky draw mechanics explanation → call-to-action to participate → completion/confirmation state, minimising friction and encouraging participation
Clear visual hierarchy — Directed users through key campaign messages with primary focus on lucky draw entry points, promotional messaging, and accessible calls-to-action
Festive visual direction — Aligned with HSBC's New Year campaign theme while maintaining brand credibility, and used subtle interactive elements to reinforce key actions and improve engagement
Outcome
The responsive microsite combines campaign information, lucky draw entry points, and a completion/confirmation flow with festive visual design, guiding users from discovery to participation.
W —
07
Landing page
W —
08
Animation