Lloyds Banking Group

Customer Centric Banking

Lloyds Banking Group is the UK’s largest retail banking group. 

In our second major project with Lloyds we designed a customer-centric proposition for a new concept branch format.

The challenge

Lloyds Banking Group asked us to help them create a customer-centric and scalable branch proposition that was led by user insight. Lloyds’ vision is to take customers out of product silos and empower their branch teams to see customers as complex individuals with unmet needs – which the bank could help fulfil. Having already designed 2 branch propositions with us – Business & Wealth – Lloyds wanted to blend them with additional product offering to create a truly holistic, in-branch customer experience. 

Our approach

Building on our already strong relationship with Lloyds, we partnered with their wider team in the Manchester lab. We helped upskill the lab team on user-centred mindsets and the tools and techniques required. Across 8-weeks, we co-designed with subject matter experts from across the organisation, working to break down silos and truly understand, and document, the needs and situation of the internal teams as well as the unmet needs of their customers. 

We immersed ourselves in existing research, prioritised ideas and carried out 4 rapid design sprints. We tested prototypes with customers, to deliver a number of validated opportunities that would meet the needs of the both Lloyds and their customers, as well as changing the way we look at “traditional” bank branches. 

By working in the open, sharing and learning as we went along, we demonstrated our work to the wider business and aligned everyone behind one vision for the future … and a way to deliver it.


By collaborating across labs we were able to map and illustrate the business customers’ end-to-end journey. This led to:

  • Improved understanding of customers expectations of their bank branch
  • Connected journeys across all aspects of a customer’s banking needs, from buying a house & starting a business to planning for retirement and wealth management. 
  • The identification of new opportunities for customer referrals 

Skillsets and expertise implemented as part of our work with Lloyds:

  • Design research
  • Service design
  • User experience design
“It’s always a pleasure working with you and I would thoroughly recommend you to anyone considering Lovedby for their business.”
Paula Rowntree
Head of Branch Formats and Design – Lloyds Banking Group

Want to find out more?

If you'd like to find out more about this project, and others, get in touch with some of the people who worked as part of the team.

Christel Wolthoorn

Christel Errill Wolthoorn

Managing Director


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