Role
Optimisation Lead
Company
HSBC (APAC)
Platform
Website
Nature
A/B Test, Leadership, Marketing Technology
Optimisation (AB Test, MVT)
Optimisation
In large corporations like HSBC, making an IT change request can be a laborious process. As the Optimisation Lead, my role was to leverage A/B testing as an efficient way to help business collect statistical data and justify their change requests, while also providing the implementation to reduce the IT development time.
My key responsibilities included collaborating with business users, UX, and IT teams to ideate hypotheses, suggest feasible solutions, and design the tests. Leveraging my advanced coding skills and deep understanding of Adobe Target, I was able to implement more advanced A/B tests using HTML, CSS, JavaScript and Profile Script, which would not have been possible before without IT involvement.
Case 1
Card Comparison Table
Having a card comparison table was requested by business for a long time but could not be justified. So I designed an A/B test to determine if allowing customers to compare credit card offerings could lead to a higher application rate.
The test has run for 2 weeks, and the result was great, we saw a 23% uplift in card application start rate. And the implementation had been submitted to IT as a permanent change.
Case 2
Application Journey
Users in Singapore has complained that the card application form was confusing, as they had separate forms for new and existing customers, and then further segregated by income level before they could choose their welcome gifts and continue their applications.
I tested with the hypothesis that consolidating customer and gift options into one interactive form, instead of individual journeys, could result in higher application start and completion rates. The result was amazing, there was a 32% increase in application start and 15% increase in completion.
Technology
Achievement
These are just a fraction of A/B tests that I had done for HSBC. By taking a leadership role in developing challenging and interesting tests, I was able to empower the business to make data-driven decisions, reduce IT development time, and implement more advanced testing capabilities that were previously not feasible. This project showcased my expertise in optimisation, marketing technology, and cross-functional collaboration.
