Onboarding Innovation
From Obsolescence to Excellence: Reinventing Banking Onboarding
Consumer Bank | 2024
MY ROLE
Head of CX Strategy & Design
IMPACT
60% faster
Customers can now make an informed choice and get an account faster than ever before
+40% successful completions
Less friction, helpful contents
Scalable experience patterns
to accelerate future product refreshes
CONTEXT
Subject to heavy regulation and unchanged for years, account opening journeys had become obsolete, creating frustration for customers and inconsistency with the brand’s promise of simplicity.
Even before Customer Duty, acquisition was already suffering as customers compared Lloyds to the seamless experiences offered by start-ups.
CHALLENGE
How might we go beyond compliance and truly help customers make conscious, relevant choices with simplicity?
SOLUTION
I led the reinvention of banking onboarding, bringing together strategy and design - and partnering across Everyday Banking to shape a modern and future-ready experience.
SPOTLIGHT
01
Experience narrative for adult accounts
02
Experience narrative for youth 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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