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Lloyds Banking Group

Overview

In my role as a senior interaction designer on the Everyday Banking platform at Lloyds Banking Group, I have contributed significantly to the bank’s digital transformation initiatives. My focus has been on projects related to savings and investments as well as personal current accounts, with a particular emphasis on creating seamless onboarding journeys for customers new to the bank.

Key projects I have been involved in include:
 

  • Mobile App Current Account Onboarding: Designing an intuitive onboarding experience for new customers within the mobile app, aimed at simplifying account setup and enhancing user engagement.
     

  • Smart Start Children's Savings Account: Developing a user-friendly onboarding process tailored for children and their parents, promoting early financial education and responsible saving habits.
     

  • Savings Products Portfolio: Enhancing the user experience across all savings products within the bank's portfolio, ensuring consistency and ease of access.
     

Additionally, I played a key role in designing a new ISA transfer process, onboarding for a Fixed Term savings account, and a customer servicing application for colleagues under the MBNA brand. I also worked on improving account comparison, renewal, and maturity journeys to elevate customer satisfaction and streamline processes.
 

Collaboration has been central to my work; I regularly engage with researchers, copywriters, product owners, and eight development teams to ensure cohesive and effective design solutions. Furthermore, I am involved in hiring and mentoring new team members, providing guidance and support to help them thrive in their roles.

The following work represents a small sample of my work at Lloyds, however other work is not yet available to show until release into the public domain.
 

Smart Start

Smart Start gives 11-15 year olds their own Spending Account and Savings Account in one application, accessible by our Mobile Banking app and Internet Banking. A product and project in existence when I joined, I proposed a number of improvements to the journey to increase conversion and reduce customer confusion along the way. Notably:
 

  • Introducing early eligibility questions to reduce the amount customers dropping out much later in the journey, preventing unnecessary frustration
     

  • Reducing the amount of copy where possible to streamline the journey for both adult and child.
     

  • Introducing better signposting to make it clear which parts of the journey were for the adult and which for the child.

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​The product was featured in a television campaign shortly after these improvements were made.

The changes made to the journey prior to the television campaign contributed to a record high conversion rate for the Smart Start account.

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Mobile app onboarding

Rebuilding the existing journey and introducing passport chip scanning. Using contactless technology, customers can now tap their passport to pre-populate key data fields – making it easier and more secure to verify their ID. Also included the introduction of chip-based verification with a geolocation based address picker. 

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ISA Transfers

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Worked as the sole designer on the ISA transfer project allowing 18m app users to bring their ISA balances into Lloyds without the need to call or go into branch.

The journey was dramatically reduced from the legacy desktop version, keeping it light, but covering full transfers and the more complex scenario of partial transfers from different tax years.

All the 'bank' language was stripped out and replaced with customer friendly language (and tested to confirm this)

© 2024 by Tim Rose

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