Co-designing for fast growth customers

In-branch bank
proposition

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.

Our work included:

  • Competitor research
  • Stakeholder and user interviews
  • Persona development and emotional journey mapping
  • Opportunity identification
  • Service design recommendations

Challenge

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.

Approach

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.

Impact

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.

Highlights

  • Improved understanding of customers needs

  • Connected journeys between start-ups and fast-growth businesses

  • The identification of new opportunities for business customer referrals

“Having worked with you across a number of large projects, it’s fair to say you bring a huge amount of knowledge and expertise to the table, married with the perfect amount of creative flair and innovative problem solving. You’re not afraid to try new agile ways of working and to push the boundaries of creative thinking. You’re superb at taking us on every step of the journey and excel at stakeholder engagement across every level of the business.”

Paula Rowntree

Head of Branch Formats and Design, Lloyds Banking Group