Creating a cultural transformation
We designed a creative platform to catalyse organisation wide change that put digital at the heart of the bank, and the tools to put users at the heart of the business.
Amid a shifting landscape for high street banks and in preparation for the introduction of the ‘prosperous design’ strategy that would be championed by the incoming Chief Design Officer, we worked closely with the change team at the bank to ensure that digital was integrated across the business, and that a culture of customer-centricity and openness to experimentation could begin to take root.
Our work with the group was wide ranging, but my focus was to make progress on the culture and tools that enable innovation. Through a programme of work including an internally focussed campaign to disrupt old ways of thinking, and the introduction of a new suite of tools to enable experimentation, we helped change the course of a banking juggernaut towards a future that would keep them relevant and thriving in the digital age.
The creative vandal
Our first step was to address the culture. We developed several creative concepts for this before landing on the idea of ‘The Creative Vandal’ – a set of borderline subversive provocations that would encourage people to challenge unhelpful norms and reward and reinforce those who the bank are ever more mindful will be the driving force of progress and transformation.
The campaign took the form of material placed across the Lloyds estate, combined with a series of hacks, and the introduction of the ‘beta’ programme which enabled a sandbox for getting new ideas into the hands of customers quickly.
A better beta
Building on this initial campaign, and linking it to the reorganisation of digital across the business, we worked with value streams across the bank to design a service that would allow new experiments to be introduced, managed, and tracked across the web and app estate for all of the LBG brands.
Impact
Our work enabled the first steps on a long journey to shed the legacy of what banks used to be, and move toward what they need to become in order to stay at the centre of a very different world.
But wait, there's more...
