Strengthening competitiveness
Modernising the experience of a traditional financial product
Consumer Bank | 2025
MY ROLE
Head of CX Strategy & Design
IMPACT
60,000+
ISA Transfers initiated via the new app channel (in the first week)
70% retention
of at-risk balances
Internal accolade
Awarded a "LBG Consumer Spotlight" recognition
CONTEXT
In a challenging economic context, customers were moving their savings to seek better rates.
Yet ISA transfers between banks, a regulated and complex process, were discouraging customers and hindering deposit acquisition.
CHALLENGE
How might we modernise the ISA Transfer experience to encourage customers to prefer us?
SOLUTION
I orchestrated the initiative to modernise this service in tandem with the corporate mobile-first strategy. Through intense collaboration and customer insights, a scalable, customer-first experience emerged and quickly helped strength the bank's competitiveness in the UK market.
SPOTLIGHT
01
Award-winning experience design
(LBG Consumer Spotlight prize voted by colleagues and customers)
02
Thorough end-to-end experience design including customer and colleagues touchpoints, and AI-automation enablement
CUSTOMER FEEDBACK
"Easy to transfer funds to Lloyds and access account details via the banking app." — Customer looking to consolidate their ISA holdings
"I’m waiting for the funds to be transferred—this is already so much better than before." — Customer assisted by a contact centre to colleague to try with the new functionality available on the mobile app
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