Guiding Lloyds Customers Toward Smarter Investment Decisions
The Situation
Lloyds Banking Group is one of the UK's largest retail banks, serving millions of customers across a wide range of financial products and services. In the context of a challenging global economic environment, the bank identified a significant opportunity — a large number of customers had substantial funds sitting idle in current and savings accounts. Rather than leave that capital underutilised, Lloyds sought to create a pathway that would guide customers toward making informed investment decisions through a third party investment platform that had been fully vetted and approved by the bank.
The Problem
Investment is not a straightforward decision for most retail banking customers. It requires confidence, clarity and trust — particularly when being directed toward a platform outside the bank's own product suite. Customers across different age groups, financial literacy levels and risk appetites needed a journey that felt intuitive, reassuring and genuinely useful rather than pushy or confusing. The challenge was not simply designing a user flow — it was designing an experience that would meet customers where they were and guide them through a significant financial decision in a way that felt human, accessible and appropriate for a diverse user base.
What We Did
BlueBow was engaged to lead the research strategy and delivery throughout the engagement. The work included:
Developing a comprehensive recruitment and research plan to ensure participation across diverse customer age groups, financial backgrounds and digital confidence levels
Contextual discovery sessions to understand how customers currently think about and manage their savings and investments
Experience mapping to visualise the end-to-end customer journey and identify the moments where trust, confidence or clarity were most critical
Accessibility testing to ensure the proposed journey worked for customers with varying levels of digital literacy and access needs
In-depth one-to-one interviews to build a rich, empathic understanding of customer motivations, concerns and decision-making processes
Synthesis and presentation of research findings to internal teams and senior stakeholders through structured show-and-tells and maintained research outputs
The Outcome
The research delivered a clear, evidence-based understanding of how Lloyds customers approach investment decisions and what they need from a guided journey to feel confident enough to act. Findings directly informed the design of a user journey capable of serving customers across a wide range of age groups and financial confidence levels — meeting the stakeholder objective of creating an interactive, inclusive pathway into third party investment.
Working with BlueBow was a straightforward and professional experience from start to finish. They understood what we needed, moved quickly and delivered a platform that genuinely works better for our clients and candidates.
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