HSBC — ONEdna Hereditary Cancer Screening

Introduction

ONEdna is a partnership between HSBC Insurance and Prenetics (known for consumer DNA products such as CircleDNA and IM8 Health), offering comprehensive genetic testing embedded within HSBC's life protection plans.

At its core is the ONEdna Hereditary Cancer Screening — enabling customers to understand their genetic risk across eight common hereditary cancers through DNA analysis.

This initiative marked a strategic shift — moving insurance from a reactive model into preventative healthcare, where ongoing engagement is driven by personalised health insights.

The challenge was not only to deliver results, but to help users understand, trust, and act on highly complex biological information over time.

Objective

The objective was to design an end-to-end DNA experience — spanning at-home test kits, laboratory processing, and digital interpretation.

The experience needed to build trust from the very first interaction, ensuring that users feel confident engaging with a highly sensitive and unfamiliar process.

Beyond delivering genetic insights, the product aimed to translate complex data into meaningful guidance — from cancer risk awareness to nutrition and lifestyle recommendations.

Critically, the goal was behavioural impact: helping users move from awareness into action, while supporting HSBC’s transition into a long-term health engagement platform.

Challenge

DNA data introduces a fundamentally different design challenge — it is probabilistic, sensitive, and often emotionally charged, particularly when related to cancer risk.

Unlike traditional data, there is no definitive answer — only varying degrees of likelihood and uncertainty.

Research showed that users frequently misinterpreted probabilities as certainties, while scientific terminology increased perceived credibility but reduced actual understanding.

Most critically, existing reports failed to guide users on what actions to take — leaving them either overwhelmed or disengaged.

The challenge was not simplifying the science, but enabling users to interpret risk responsibly without losing accuracy or trust.

Process

The approach began by stepping beyond interface design — focusing on how genetic information should be structured, communicated, and experienced across touchpoints.

A core framework — Signal, Context, Action — was established to govern how every insight is presented.

The “signal” provides immediate clarity, the “context” explains meaning, and the “action” translates insight into practical next steps.

Working closely with scientists, raw genomic data was translated into structured categories, defining thresholds for different risk levels — particularly for hereditary cancer indicators.

A layered information model was introduced, allowing users to progressively explore deeper levels of detail without cognitive overload.

Usability testing focused not only on usability, but on comprehension, emotional response, and user confidence.

Solution

The final experience was designed as a connected ecosystem — integrating physical product design, onboarding, and digital interfaces into a cohesive journey.

The at-home DNA kit establishes initial trust, while the mobile experience translates genetic insights into daily actions such as nutrition tracking and lifestyle adjustments.

At the core, the DNA report was redesigned as a guided interpretation system — prioritising clarity over complexity.

Risk is presented through human-readable signals supported by contextual explanations, rather than raw percentages alone.

Each insight is paired with clear recommendations, ensuring that no data exists without a path forward.

Access to professional consultation further reinforces trust, enabling users to validate and act on sensitive health information such as cancer risk.

Outcome

The platform successfully transformed complex genomic data into a usable and actionable consumer experience — balancing scientific accuracy with clarity.

• 98% of users understood their health risks clearly
• 94% took at least one health-related action
• 92% would recommend the service

More importantly, it enabled HSBC to reposition itself — from a reactive insurer to a proactive health partner, with cancer risk awareness as a key entry point.

The project demonstrates that even highly sensitive and complex data — such as hereditary cancer risk — can be delivered responsibly without sacrificing usability or trust.