LLOYDS
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 system constraints, and user needs to deliver clear, usable experiences at scale.
My impact
01
One of four designers who redesigned the Lloyds B2C visual language 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 300 designers and 30 million users.
02
Simplified high-density journeys across the app to reduce cognitive load and improve comprehension.
With a focus on less clutter, clearer choices and better outcomes for customersnI led the re-design of Savings, Investing, Insurance and Borrowing sections of the app.
03
Led the redesign of the app entry experience, cutting load times and reducing friction from the first tap.
Every milisecond of wait time is a moment of friction to customers. Centred around the psychology of waiting, I reshaped the load of the app and the percieved wait.
04
Re-designed Insurance at Lloyds
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.
I've spent 25 years turning complex problems into design that teams can build and users want to use. I work closely with product and engineering to find the opportunities inside the constraints. Research and data always shape the thinking.
How I work at Lloyds
Selected case studies
A selection of the most recent works
Lloyds banking group
Vodafone Group
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