When HSBC approached us, they wanted to bring a fresh, retail-style approach to their first-time buyer mortgage offer. Their existing content was buried deep within the main website and lacked the visual and emotional pull needed to connect with people taking their first step onto the property ladder.
The goal was clear: create something distinctive enough to stand out, yet still unmistakably part of the HSBC brand.
Understanding the Human Story
Buying your first home is both thrilling and stressful — an emotional mix of anticipation, pride, and uncertainty. Through in-depth conversations with customers, we learned that while many first-time buyers were daunted by the complexity of mortgages, they were equally motivated by the excitement of finding “the one.”
We decided to design around that feeling.
From Discovery to Design
We began with a discovery process, diving into user research and behavioural insights to understand how people were engaging with HSBC’s mortgage information online. This helped us identify user needs, uncover friction points, and spot opportunities to create a more intuitive and emotionally resonant experience.
From there, we developed key user journeys that reflected the real paths customers take when searching for mortgage information — from early exploration through to decision-making and contact.
A Playful, Accessible Design
Visually, we wanted the experience to feel engaging and human. We proposed a creative UI concept based on an isometric town illustration — a navigable map that reflected the journey of buying a home. This approach gave users a clear sense of orientation and purpose while adding a playful, approachable quality to what can often feel like a daunting process.
To bring the concept to life, we collaborated with renowned illustrator Rod Hunt, who extended our original proposal into a distinctive HSBC visual language. The town became a metaphor for possibility — a couple’s search for their ideal first home represented through clean, characterful design and intuitive navigation.
The Result
The new design gave HSBC a standout mortgage experience that felt inviting, informative, and unmistakably on brand. It captured the excitement of buying a first home while removing complexity and improving usability — transforming a practical financial decision into a more human, emotional journey.
At Nucleus, our focus is always on bridging human insight with design innovation. This project for HSBC shows how creativity, empathy, and clarity can help even the most established brands reimagine the way they connect with their customers.