Problem
Lloyds Banking Group has very traditional ways of working often driven by monetary gain rather than the customers needs at heart. Customers are grouped into demographics and Fresco segments with the majority in mind rather than the individual. This means the individual needs of each customer are not being met.
Challenge
To bring tangible prosperity to our customers, whilst instilling financial confidence and meeting their individual needs.
Approach
We needed explore the population’s relationship with their finances, in order to identify behaviours and patterns people show in relation to their spending and saving. We also needed to look at how Human Centred Design (HCD) could be promoted throughout the bank to help design products that encourage healthy money habits with its customers. How could LBG provide the correct tools, methods and guidance in order for it’s designers and product owners to design for customer behaviours?
1. External research
Through a large ethnographic study across the UK the team were able to gain qualitative data on people’s financial lives and then used quantitative methods to understand how we can measure financial prosperity.
The ethnographic study identified spending behaviours that could be used during product development and give designers a better understanding of who they were designing for.
2. Internal research
Having interviewed many of the designers at LBG we were able to gain an understanding of what was needed to aid designers and POs in developing products in a truly Human Centred way.
There was a lot of good information that existed already but was impossible to find. It was evident there was a need for a website where all design thinking could exist. We went about trying to decipher the type of content that would be beneficial to the broader team and how it would be best consumed. We did this through a number of team brainstorming sessions and card sorting sessions with other members of the design team.
Brainstorming and initial exploratory work
The Prosperous Design Language website
The PDL website is a platform that provides reusable tools for ongoing support and guidance to the designers of LBG. The website acts as a one stop shop for all the prosperous design artefacts and best in behavioural design practices.
Initial concepts and wireframes
Design intentions
Part of the work of the PDL team was defining what we were promoting. We developed these design intentions to act as a set of guiding principles for the designers and product owners. Shown here as a set of posters, they were used to give the Prosperous Design Language way of thinking more exposure throughout the business.
