Customer Experience Award (large organisation) category winner: Lloyds Banking Group

WINNER: Lloyds Banking Group

About Lloyds Banking Group

Lloyds Banking Group is one of the largest financial institutions in the UK. It operates a family of brands that include Lloyds Bank, Halifax and Bank of Scotland. 

Issue

Traditionally designed banking products often overlook the realities of customers with disabilities or long-term conditions. They might cause information overload or give unclear customer journeys, making it challenging for disabled customers to retain their financial independence. In such cases, customers often rely on informal arrangements or risky workarounds to manage their finances. 

What they did

Lloyds Banking Group created the Inclusive Design Panel, a co-design group made up entirely of customers with lived experience of disability and vulnerability. 

The panel provides honest, experience-based feedback on early-stage concepts, prototypes, and ideas from across the Group, ensuring that disabled customers’ voices directly shape the Bank’s design decisions. 

Crucially, the panel represents a diversity of disabilities and conditions, ensuring every development is reviewed for a broad range of needs and through multiple perspectives. For example, neurodivergent participants helped identify how information overload could affect decision‑making, while visually impaired members tested and refined digital journeys. Carers provided insight into the pressures on families supporting someone with fluctuating capacity. 

Impact

The creation of the Inclusive Design Panel has delivered services and products that are safer, more accessible and more aligned to real-world needs. 

Feedback from customers and carers led to the introduction of Read‑Only Internet Banking, which enables carers to view balances and monitor for fraud without having the ability to move money—protecting autonomy while supporting safety.   

The panel’s insights have also strengthened the existing Connected Families offering, which supports customers who rely on trusted individuals to help manage their money. Third-party alerts, third-party cards and card payment limits have all been updated to provide greater flexibility, clearer limits and improved clarity. 

The Inclusive Design Panel has also ushered a culture of inclusion within the Bank. Since launch in January 2024, the Panel has reviewed more than 35 products and had over 240 hours of input from customers. The number of panels has tripled due to growing demand. Colleagues report greater confidence in designing accessible solutions, and leaders cite the panel’s insights as pivotal in shaping long‑term transformation strategies for customers who have a disability or long-term condition. 

Most importantly, disabled customers and their families report feeling heard, respected and represented in the design of the Bank’s services.

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