Lloyds Mobile app – Bruno Dias

01 —

Overview

In today’s fast-changing fintech world, where new smart banks are setting higher customer expectations, Lloyds is on a mission to refresh its image as a competitive, flexible, and transparent banking choice. As part of this brand makeover, they’re working to improve the online banking experience, emphasising making the mobile app more user-friendly and modern.

With a mission to better serve its 8 million customers, the redesign was more than a visual overhaul—it was a strategic shift to embrace the digital-first future of banking.

It can be tough to be in control of your finances. Balancing saving for the future with treating yourself is challenging, and it’s important to find a simple and reliable way to manage your money in everyday life.

— Lloyds customer

02 —

Everyday Homepage

Our squad focused on the Everyday Homepage, which offers customers real-time insights to manage their finances efficiently.

The mission was to improve customer trust through a personalised and intuitive experience, empowering users to feel in control of their financial decisions.

02 —

My Role in the Project

As a Senior Product Designer on a newly formed team, our squad focused on the mobile app's home screen, a central hub for managing finances. I collaborated closely with a Product Manager, a Business Analyst, and other designers to align our work with user needs and business goals.

I led design efforts for the home screen by conducting user research to uncover essential insights and turning those insights into design solutions. I also facilitated brainstorming sessions to bring together squads with different perspectives and create a unified vision for the app.

We tested different concepts and style models to identify the one that best resonated with our target audience and aligned with the new branding program.

03 —

The design process

Using Lloyds' Value Circuit design process, I adopted an agile and iterative approach.

Lacking sufficient insights for an initial hypothesis, we began with user research, interviewing existing customers and non-customers. This helped us understand user needs and pain points, enabling us to develop inclusive solutions that meet diverse expectations.

Team workshops were conducted to frame the problem based on the insights gathered from the research. We focused on key user priorities, including spending, budgeting, and account management.

03 —

The design process

This collaborative effort led to the development of design principles for the home screen, which emphasized familiarity, efficiency, and user control.

During the Ideation phase, I facilitated brainstorming sessions that sparked creativity. The team then voted on the most promising concepts, which informed the subsequent design exploration, prototyping, and testing phases.

Collaborative workshops with designers and product managers across squads, including Transactions and Credit Card, to co-create concepts and align on design solutions for the home screen.

04 —

Making it happen

Drawing inspiration from the results of our ideation session, I designed and tested new concepts for the product. By incorporating all the essential features and functionalities, I was able to streamline the design process and foster innovation.

Each concept represented a step forward in creating a user-friendly experience, showcasing how effective design can empower users while remaining faithful to established principles.

05 —

Learnings & Impact

The release of the new Lloyds app was a pivotal milestone in its rebranding journey. Our research was instrumental in uncovering user behaviours and needs and aligning our design efforts with business needs.

Through consistent collaboration with other teams, we ensured that features were in line with our shared vision. The continuous feedback we received was a testament to how our features made financial management more approachable for users.

After my involvement ended, the designs were further iterated with the branding team to refine and align with Lloyds' overarching rebranding strategy.

Ultimately, the project delivered a modernised, accessible banking experience that positioned Lloyds as a customer-centric choice in the digital banking market.