Making mobile banking more personalised for Lloyds Banking Group customers
L L O Y D S B A N K I N G G R O U PLloyds Banking Group (LBG) is a retail and commercial financial services group, with millions of customers in the UK and a presence in nearly every community. The Group includes many household names, such as Lloyds Bank, Halifax, Bank of Scotland and Scottish Widows.
T H E W O R KA 36 month+ engagement as Service Design/UX Lead for the Personalisation Lab at Lloyds Banking Group. The Lab is focussed on the onboarding experience within the LBG mobile banks apps -creating personalised experiences that help customers discover and apply for new banking products that match their individual needs. My involvement has included:
Redesign of the Halifax MyExtras hub, to create a more intuitive and engaging experience for customers to help them apply for and manage Halifax offers and rewards. In tandem, embedding more robust analytics to deliver richer data and insight to the business, facilitating a ‘test and learn’ approach, moving forward.
Evolution of Product Hub, the area of the app where customers discover and apply for banking products. We designed a roadmap for continuous, iterative improvement over a 24 month period, deploying an Agile design/test/learn approach to releases. The goal: to create a far more personalised, bespoke Product Hub experience that learns and adapts to different customer needs.
Developing designs for new leads and placements within the mobile banking apps, which heavily leverage personalisation capability and create a highly contextualised experience for customers.
Leading in-depth customer testing and focus groups to build insight and data on new design patterns and customer journeys.
Analysing and interpreting data and analytics to understand what is working well versus what is not and using the insight to constantly inform and improve the design process.
Leading workshops with multiple teams and stakeholders to ideate, shape and refine designs.
Please note, due to NDA, examples of most of the work cannot be shown.
T H E O U T C O M E
The work with LBG continues to evolve, supported by very positive customer testing, significant uplifts in business value and ongoing investment from the business.
“Dan is a bag of knowledge but above that, his ability to support, organise and ensure the team delivers is exceptional. When things are not going as planned, Dan is skilled at calming the team, giving constructive feedback and getting everyone back on track. He is also a good listener who prioritises hearing others before he is heard. Dan is a great team player and colleague. A delight to work with.”
— Colleague, Lloyds Banking Group