The client was willing to make a shift from outdated, massively complex site to a new digital property - truly user-centered, easy to navigate and comprehend.
Three outdated websites, over a thousand pages of content, entangled in the most incomprehensible possible way, signifying a digital property that has grown organically in all directions over time.
The future state, as opposed to having a product-based structure, was envisioned to embody a new service-based proposition to become a hub where customers felt supported in their decision-making process.
We spent seven months working closely with the client and the core audience group to gain a deep understanding of the business proposition, matched against the customer's expectations.
This in turn gave us the grounding that we needed to create content, tools and products to support decision making within core customer journeys.
Lloyds achieved 207% of their quarterly customer acquisition target in the first 6 weeks - there was a 27% increase in mobile traffic leading to an increase in product applications via mobile. A clearer proposition and product content resulted in investment leads increasing from 0.7 to 8.8 per week.
The success of the project led to further engagement with Lloyds team, winning the agency the opportunity to re-design the Premier Banking website.
Role: Experience design lead
Current status: Transferred to global Lloyds platform in 2015.