David Fagg

HSBC · Senior UX Manager · Customer Experience · 2021 to present

UK Business Banking, desktop and mobile

Currently a Senior UX Manager at HSBC, I own design responsibility for the UK Business Banking platforms across desktop and mobile. My work spans product design, research, content and design systems, sitting at the intersection of UX, AI and business outcomes.

5 minonboarding, down from 7–10 days
40%faster design-to-dev handoff
40+designers hired and grown over four years
4disciplines in one global team

Onboarding, from 7–10 days to under 5 minutes

I led a key UX initiative that reduced customer onboarding time from 7–10 days to under 5 minutes, significantly enhancing user experience and contributing to a measurable increase in customer acquisition.

Business onboarding time, before and after Two bars sharing one origin and one scale. The “before” bar, representing 7 to 10 days, runs the full width of the drawing. The “after” bar, representing under 5 minutes, is a hairline at the same scale. Business onboarding time Before 7–10 days After under 5 minutes Both bars share one origin and one scale. At this width the “after” bar measures 0.4px against the 7–10 day baseline; it is drawn at 2px so that it can be seen at all.
The onboarding times are the published outcome. The drawing is mine, made for this case study — no bank material is reproduced in it.

Design system adoption

I lead adoption of a comprehensive Wholesale Design System, improving design consistency and reducing design-to-development handoff times by 40%.

Where the Wholesale Design System sits Desktop and mobile both draw on one shared Wholesale Design System, which in turn feeds development. Stated outcomes: design consistency across both platforms, and design-to-development handoff time reduced by 40 per cent. Design system adoption Desktop Mobile Wholesale Design System Development Design consistency across both platforms Handoff time −40%
Schematic, drawn for this case study. It shows where the system sits, not what is in it.

Leading the team

I lead a global, multi-disciplinary team across product design, visual design, research and copywriting, driving cohesive design strategies for desktop and mobile apps in Commercial Banking. The team is based in London and offshore.

One global team, four disciplines A single global team based in London and offshore, made up of four disciplines: product design, visual design, research and copywriting. More than 40 designers hired and grown over four years. Team shape One global team London and offshore Product design Visual design Research Copywriting More than 40 designers hired and grown over four years.
Drawn for this case study from the published team description.

Hands-on contribution

In addition to leading the team, I remain hands-on where necessary, actively contributing to design deliverables, prototyping and user research to ensure high-quality outcomes, while balancing leadership responsibilities and cross-functional collaboration.

Strategic collaboration

I collaborate with senior leadership to evolve a strategic vision, focusing on solving user problems and incorporating the Voice of the Customer to ensure user-centred design decisions. I present design concepts and projects to C-level executives and key stakeholders, securing buy-in for innovative design initiatives and aligning design efforts with business goals.

Team development

I mentor and develop team members, successfully hiring and scaling the team with more than 40 designers onboarded over 4 years. I foster their growth through stakeholder management training, design presentation best practices, and personal development goals, such as progressing into design lead opportunities for junior designers.

HSBC Kinetic App Store image: a business current account promotion beside a phone showing an accounts screen with a cashflow report. HSBC Kinetic App Store image: an award claim beside a phone showing a current account screen with available balance and a transaction list. HSBC Kinetic App Store image: a phone showing a monthly spend analysis screen with a bar chart and spend broken down by category. HSBC UK Business Banking App Store image: a tilted phone showing a business account balance and recent activity. HSBC UK Business Banking App Store image: a tilted phone showing a list of business accounts, credit cards, a loan and a money market account with balances.
Published App Store imagery: HSBC Kinetic and HSBC UK Business Banking.

This case study uses only information HSBC has published and shows only published product imagery. The three diagrams above are drawn by me for this page and reproduce no bank material. The work belongs to the bank and its customers.

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