HSBC REWARD+
Mini games for an audience that doesn't play games
HSBC's Reward+ app runs periodic point-earning mini games for its general customer base. That audience is the whole constraint: not players, just banking customers of every age who tapped something inside a banking app. A game for them has to be understood on the first attempt without a tutorial, be finishable in the time someone spends waiting for a lift, and stay recognisably HSBC while being the least serious thing in the product.
It was my first project after joining Green Tomato, and I was assigned it because I could draw and animate as well as design the flow — illustration, UI and motion were one job rather than three handoffs. Most of the design work sat in the narrow gap where playfulness is allowed inside a bank's brand system.
