A business banking service designed around the emotional journey of growing entrepreneurs
In our second major project with Lloyds Banking Group we designed a customer-centric in-branch proposition for their Business Banking customers by immersing ourselves in the experience of fast-growing businesses.
Understand small business customers in order to evolve their in-branch banking experience
Lloyds wanted to better understand their fast-growth business customers in order to help them grow and prosper by connecting them to relevant expertise both in and outside the Bank. We were tasked with building an opportunity roadmap to evolve their business hub proposition, which focused on start-up businesses, for the new Bank of Scotland flagship branch in Glasgow.
Collaboration and immersion to recognise customer needs, behaviours and expectations
Building on our already strong relationship with Lloyds, we partnered with their team and co-located in our Manchester studio. We helped upskill the team on user-centred mindsets and the tools and techniques required. Across eight weeks, we co-designed with subject matter experts from across the organisation, working to break down silos and truly understand and document the needs, wants and behaviour patterns of their fast-growth business customers.
We immersed ourselves in existing research, before speaking with customers across the UK to understand where they were on their business journey and the ways they sought support and advice to grow their business. We could then contrast this with their expectations and experiences of their bank.
An end-to-end mapping of business customers’ journey, informing a tailored branch experience
We identified and brought to life the different users and their emotional journeys, determining themes and topics for tailoring responses, events and experiences to Lloyds’ audience. 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 how to deliver it.
Through collaboration across labs we were able to map and illustrate the business customers’ end-to-end journey, allowing for the creation of a more connected and compelling experience.
Improved understanding of customers needs
Connected journeys between start-ups and fast-growth businesses
The identification of new opportunities for business customer referrals