Youth Onboarding Experience
Building trust, clarity and engagement through mobile-first onboarding.
Consumer Bank | 2023
MY ROLE
Head of Strategic Design
IMPACT
+272%
Product NPS compared to the
previous year
+39%
reactivated youth savings accounts
+20%
increase in onboarding conversions compared to previous average levels
-32%
reduction of customer calls due to onboarding-related issues
ABOUT
A trust-led onboarding redesign that reduced friction for families, improved early-life clarity, and lowered operational demand during the most sensitive phase of the customer lifecycle.
CONTEXT
Youth-account onboarding was branch-heavy and inconsistent across Lloyds brands. Families faced friction in verifying identity and setting up accounts, leading to drop-offs and unnecessary contact-centre demand.
CHALLENGE
How could Lloyds Banking Group redesign the youth-account onboarding journey to attract families, promote digital adoption, and reduce service dependency?
SOLUTION
Reposition youth onboarding from a compliance task to a growth lever — using digital design to turn first-account creation into an early loyalty moment.
The initiative combined digital ID verification and tailored content with a simplified sign-up flow, turning a traditionally branch-dependent process into an engaging, self-service entry point for new customers.
The solution unified three brands around one mobile-first experience, using transparency and simplicity to drive trust, digital engagement, and service efficiency.
KEY LEARNING
Digital growth and operational efficiency are not opposites — the same design decisions that create loyalty also reduce cost to serve.
SPOTLIGHT
01
In-app loyalty strategies to encourage discipline
02
Tailored learning pathways featuring educational videos and interactive age-appropriate insights
03
Playful celebratory events for milestones that matter to young customers
CUSTOMER FEEDBACK
"Easy to open an account with my daughter, and she is actually enjoying to learn about money." — Lloyds customer and parent of a new customer
FINAL WORD
This work strengthened early trust, reduced unnecessary support demand and created the foundations for long-term engagement — demonstrating how clarity and thoughtful AI-enabled guidance can improve both customer experience and operational performance.
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