Lloyds wanted to make mortgages for the modern market. We worked with them to structure the challenge, using consumer insight to identify the key issues and create a framework for innovation focused around the needs of control, knowledge and reasons to stay.


our approach.

Building on the strategy of putting consumers in control, we worked with consumers in iterative Co-Creation groups to create a series of innovation ideas.



The final ideas were presented to the senior board as ‘competitor activity’ to inspire commitment, and provided the strategic foundations for the Lloyds proposition development programme.

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