Fagan was Principal Content Developer for the websites of global bank HSBC. The role combined writing web content with developing front-end code, two of her strengths. HSBC bought Beneficial.com and HFC.com, which desperately needed redesigns. The two sites were essentially the same but served different markets.
For the multivariate test, HSBC marketers wanted two different themes—Sales and Sensibility—on two different Beneficial/HFC.com home pages.
For the Sales theme, marketers asked for a “livelier feel,” with more direct calls to action and a more prominent link to the loan-request form.
Fagan knew about traffic patterns and customer bases. She envisioned a home page for the Sales theme and created a wireframe to communicate her vision.