Lloyds banking group
Designing clarity in complex systems
I work as a Product Design lead on core digital banking experiences within Lloyds Banking Group, used by millions of customers. I focus on simplifying complex, regulated journeys, balancing compliance, system constraints, and user needs to deliver clear, usable experiences at scale.
How I've made impact
01
One of four designers who redesigned the Lloyds B2C app and design system from the ground up.
Nine months from brief to live, working directly with engineering and product to build a new design language used by millions.
02
Simplified high-density journeys across the app to reduce cognitive load and improve decision-making.
Less clutter, clearer choices, better outcomes for customers.
03
Led the redesign of the app entry experience, cutting load times and reducing friction from the first tap
At 30 million users, idle time and prolonged waits are not minor inconveniences. Every second of friction is felt at scale
04
Driving engagement in complex product areas
Improving engagement in lower-visibility areas of the app is a key focus, an example of this is Insurance.
I led behavioural improvements within Insure, which had very low-engagement compared to other areas. I reframed experiences around timelines, next best actions and ongoing user motivation for users with or without Lloyds policies. This formed part of a broader effort to simplify complex journeys and reframe purpose.
Increased engagement after first 30 days Users actively engaged with features that were previously underused or didn’t exist.
Core journeys were complex, fragmented, and often difficult for users to navigate, driven by legacy systems and regulatory constraints. This increased friction in critical tasks and made it harder for users to understand and manage their finances. The challenge was simplifying these experiences while maintaining compliance and supporting a wide range of user needs.
The challenge
I work closely with product, engineering, and compliance to align on user needs, constraints, and priorities.
I break down complex, regulated problems into clear, actionable experience design that teams can align around and deliver. I use research, data, and iteration to validate decisions and ensure solutions are usable, compliant, and scalable across products.
How I work
