Customer experience is a primary concern in the Financial Services industry, and a core driver of any Bank's competitive advantage. HSBC's User Centered Design team is at the forefront of ensuring that the Bank's digital touch points - online banking, mobile devices, ATMs - are delivering the experience that customers around the world expect. This presentation highlights the core points UCD focuses on to ensure an active strategic role in successful customer experience efforts within HSBC through a discussion of:
    Emerging trends in the Financial Services industry
    Case studies
    Methods employed daily by HSBC's UCD team

UCD's unique role in joining up multiple customer experience initiatives across countries is a common theme of the presentation, and illustrates the degree to which a successful UCD team can influence the direction of web sites, applications and devices used around the world. Understanding the relationship between local context and global standards, and how a deep understanding of local requirements and cultures supports a consistent global brand is one of the core areas of focus for our presentation.