LIoyds Banking Group is one of the UK's largest financial service organisations, with 30 million customers and 65,000 employees. 

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THE CHALLENGE

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To implement and manage a design led approach on a multi-million pound AI chat bot project to revolutionise the way people manage their money for 20 million customers and reduce cost to serve.

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HOW I DID IT

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Implementing a design process involving a team of UX, UI, Researchers, Conversational Designers and Design Analytics . I understood the business objective leading various stakeholder workshops, generated designs with moderated user testing and worked closely with engineering teams through to delivery. As a team we regularly analysed quantitive and qualitative performance resulting in optimised performance and a well governed design backlog.

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A big part of the design process was to recognise opportunities to personalise the chat bot experience for the customer.  I took initiative to create archetypes for customers that represented both their product portfolio and objective. Communicating a clear understanding of the customers end-to-end journey allowed the team to optimise the position of the chat bot entry point so that journey context could be passed to the chat bot, significantly reducing both the cognitive load and chat length whilst creating an enhanced, intelligent customer journey. 

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THE OUTCOME

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The design-led approach allowed me to create evidence-driven designs to resolve business and customer challenges with meaningful solutions. It enabled me to create free-flowing idea generation within the team, stakeholders and  other product teams around the business. It gave the business clear visibility of the customer's end-to-end experience when engaging with the chat bot. Applying this design thinking approach built trust and confidence with customers making the chat-bot the channel of choice for our customers.

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