Onboarding Innovation
Reinventing onboarding to restore trust and growth
Consumer Bank | 2024
MY ROLE
Head of Strategic Design
IMPACT
60% faster
Customers can now choose and get an account faster than ever before
+40% conversions
Less friction, contextual help
+76% Customer NPS
Which was way higher than anticipated
67% service demand cut
With agents now assisting customers on the digital journey
CONTEXT
Account-opening journeys across Lloyds’ retail brands had grown slow, fragmented, and inconsistent, creating friction for customers, operational inefficiency, and erosion of trust.
CHALLENGE
How could Lloyds turn a mandatory compliance update into an opportunity to simplify onboarding, rebuild confidence, and accelerate digital adoption ?
SOLUTION
As transformation lead, I reframed onboarding from a compliance update to a strategic trust-building programme.
A financial model was developed to simulate ROI across alternative experience scenarios — quantifying trade-offs between customer effort, conversion, and operational cost. This analysis shaped executive sponsorship and feasibility decisions.
We then aligned risk, technology, and experience teams around a shared financial-wellbeing vision, implementing data reuse, mobile ID verification, and contextual guidance to simplify onboarding while ensuring full regulatory alignment.
KEY LEARNING
When regulation forces change, organisations that reframe it through customer experience unlock both efficiency and loyalty.
SPOTLIGHT
01
Double-award-winning experience (as voted by colleagues and customers) and LBG design-excellence reference
02
Executive narrative - learners to earners (maturing onto adult accounts)
03
Experience narrative - joint accounts
CUSTOMER FEEDBACK
"An incredible job simplifying the experience and delivering real value for customers." — Consumer Bank Leadership
"Simple, useful: account opened and funded in seconds." — Lloyds customer
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