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.
Beneficial/HFC marketers regularly communicated with customers by email. For example, a completed loan application elicited an email response.
Use the emails to cross-sell other HSBC financial products. Increase the number of customers who register and use the Beneficial/HFC.com websites to manage their accounts.
Fagan redesigned the emails and created positions for cross-selling and links to the Beneficial/HFC.com websites. She added brand colors and visual messaging. She wrote user-centric content.