We partnered with Lloyds to design and deliver the Bank's first responsive website.

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Creating dramatically better outcomes

In September 2013 the bank was preparing to rebrand as Lloyds Bank. Our client saw the opportunity to improve the user experience for International Wealth clients and prospects as part of this. But we had to move fast.

Lloyds asked us to create a site which was better organised around customer needs, reflected their changing product proposition, and responded to the growing use of mobiles and tablets in customer journeys.

Our process

A stakeholder workshop with over 40 people helped us get a clear consensus around project scope and priorities. We used this input to document a vision for the user experience. It also allowed us to write a roadmap for developing the site that looked beyond the immediate deadline. The informing thought was ‘Wealth expertise that moves with you’. This immediately made us consider the role of mobile devices; early customer research helped us explore this with our target users.

Lloyds International wealth storyboard sketch.

Initial sketches helped us explore the responsive experience before design became too fixed. At this stage we also developed IA and user journeys. This let us consolidate content from a number of existing sites to create a relevant, coherent experience for the user. Once the IA and responsive templates were in place we could move into visual design. We used the new brand guidelines to develop all the design assets, including iconography, so that the project could move into build. 

Lyoyds UX focus group.
UX process design elements of Lloyds international wealth.


“We worked with Foolproof to launch one of the first responsive websites in the UK Financial Services industry. Not only did this deliver great results it also provided us with a framework we could use for future online proposition development.” Laurent Christoph, Digital User Experience Manager

Increase in the projected number of customers
10 minute
Decrease in the call handling time for applications

Immediate commercial impact

The new site had an immediate commercial impact. Both the quality and quantity of online applications improved: in the first quarter after launch the number of new customers was at 207% of the business case plan; the average call handling time for applications dropped by ten minutes.

Lloyds international desktop deliverable view.