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Lloyds Banking Group

Service Amendments

Client

Lloyds Banking Group

Year

2022 - 2023

A service amendment form is a document used to request changes to a business banking account at Lloyds. In the past, this was a physical form that had to be mailed to the bank. This project aimed to create an online system for submitting these requests, making the process more convenient for customers. The new system also includes a dashboard to track and manage the amendment requests.

The problem

Customers expressed significant dissatisfaction with the Amendment Form process, which required lengthy forms and manual submission for online service changes (e.g., changing business name, adding admins) with a turnaround time of 7-10 days. This frustration stemmed from difficulty finding the form itself (leading to 230 monthly help desk calls), a high rejection rate due to signature issues (47%) and missing information (12%) which resulted in delays and complaints (330 annually), and extended processing times (with 75% of forms failing initial processing and extending the average turnaround time to one week).

Previously requiring a mailed physical form, Lloyds embarked on a project to digitise the process, resulting in a seamless online journey with a dashboard for customers to track and manage their requests. This initiative exemplifies their dedication to modernising the financial experience for businesses.

Empathising through research

Interviews

To understand the problem of the Amendment Form process better, we started by gathering in-depth information through:
Client interviews: This helped us directly understand the challenges faced by those using the forms.
Relationship manager (RM) interviews: RMs likely have valuable insights from assisting clients with the process.

The outcome

I carefully analysed the interview transcripts to identify key themes and takeaways and to visually organise the findings, I used Figma and created a board with four columns corresponding to the categories mentioned above.

Understanding the existing offline process

Armed with a deep understanding of user pain points, we embarked on user journey mapping. This involved creating visual representations of the Amendment Form process from the perspective of both CBO users and bank colleagues responsible for processing requests.
By paying close attention to areas where users might encounter difficulties or bottlenecks, we identified opportunities to streamline the process and improve user experience.

Story

A leading UK financial powerhouse for over 325 years, Lloyds Banking Group is committed to helping Britain prosper through innovation. They're at the forefront of fintech, transforming traditional banking with a focus on digital solutions like online banking, mobile payments, and digital wallets. As part of this drive, they tackled the previously offline business banking account amendment process.

 

Previously requiring a mailed physical form, Lloyds embarked on a project to digitise the process, resulting in a seamless online journey with a dashboard for customers to track and manage their requests. This initiative exemplifies their dedication to modernising the financial experience for businesses.

My Role

As the UX Designer on this project, I spearheaded the design process, ensuring it aligned with user needs and project objectives. This role demanded a collaborative approach, fostering open communication with various stakeholders.

Responsibilities

- Led user research (surveys, interviews, usability testing) to inform design solutions (wireframes, prototypes).

- Championed accessibility & collaborated with devs/product team

- Established design system for consistency & managed design scope.

- Owned ideation workshops & design execution.

Tools

Figma, Figjam, Confluence, Jira, MS Teams

Creating Our ‘How Might We’ Statements

How might we simplify the application process by reducing the number of forms required, a smoother process, and a better user experience?

How might we improve the application process to avoid resubmissions by providing clear guidance and upfront validation of required information?

How might we ensure customers can easily locate the Amendment form on the BoS and Lloyds website?

How might we significantly reduce processing times to eliminate week-long waits, ensuring a faster turnaround for applications?

Defining the project goals

The project aimed to significantly improve the user experience for commercial banking customers by streamlining the application process.


The key objectives include:

  • Simplifying the process for users

  • Improve Initial Submission

  • Ensure customers can easily locate the Amendment form

  • Decrease application processing times

  • Introduce an easy way to track the request

Defining the Ideal Future State

I created multiple versions of a "to-be" flowchart, each representing a refined iteration based on insights gained through various workshops and collaborative sessions.Through a series of workshops, discussions, and the incorporation of valuable stakeholder input, we were able to reach a consensus on the final version of the "to-be" journey. This final flowchart represents the agreed-upon ideal future state for the amendment process.

Iterative ‘to-be’ flowchart design

Hi-fidelity designs

I led the design process starting with drafting early wireframes and flows which I used to gather from other designers as well as key stakeholders involved in the project

Usability Testing And Feedbacks

Addressing Document Uploads

During usability testing, we identified a significant flaw in the initial amendment process journey. The user flow required uploading all necessary documents at once. This posed a problem:
Forced Cancellation: If a user didn't have a specific document readily available, they were forced to cancel the entire amendment request. This was a major frustration point, as restarting the process meant re-entering potentially lengthy information.

We introduced a document checklist at the beginning of the journey. This checklist clearly displayed all the required documents for the specific amendment request. This led to
Reduced Frustration: Users no longer had to cancel the entire process due to missing documents.
Increased Efficiency: The checklist helped users gather necessary documents beforehand, potentially saving them time during the actual amendment request.
Improved Transparency: The clear display of required documents upfront set user expectations and ensured a smoother experience.

The Digitalised Journey

From complicated offline forms..

To seamless online journey..

Results And Impact

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