Personal money management coach

Work for: Lloyds Banking Group

Retail Banking


4 team members


Fincoach is a personal money management system that aims to improve the financial literacy through behaviour change, executive attention, goal setting and progress monitoring.

A short story captured by Lloyds Banking Group about our collaboration:

Our group won the 1st prize at the internal Design Hackathon RCAxLloyds Bank.

Learn more how we got there


Lloyds Banking Group is the largest bank in the UK with over 30m customers. Part of their services is delivered through their network of branches. The branch role is unclear in 2019 due to shifts in customer behaviour resulting in more core banking activities shifting to online tools. However, many customers still value in-person services, either because they do not have access to digital and/or they prefer face-to-face communication. Our brief was to re-imagine what a bank branch should be and do in 2019. This project is a good example of a Double Dimond design process which I follow in many of my projects.

My Role: field research, in depth interviews, user shadowing, user journey design, service design, co-creating workshop planning and conducting, applying service design tools and methods during a group work


User and Field Research

We conducted a broad desk and field research, going to 10 Lloyds Banking Group branches and its competitors. We did 25 in-depth interviews with the bank customers, employees and other stakeholders.

We wanted to understand better people’s relationship with money.

We identified potential user groups and analysed their key financial activities that present opportunities. Based on interviews we compared their financial literacy, digital skills and goal orientation.

Examining all important moments in a customer’s life cycle helped us to define the key transition which happens when one becomes financially independent. At that point an individual requires financial literacy that they often lack.


User Personas

Creating personas allowed us to organise the knowledge we gained from user interviews and decide what kind of people we want to focus on.

Current Channels and Resources

We visualised how customers solve a problem now while seeking for a financial advise. What are the strengths and drawbacks of these channels or resources.


We selected the four most important insights that became drivers for our project.

Key Personas

Then, the key personas for our project crystallised.


How might we empower the bank branch to improve people’s money management and reduce financial worries?



We conducted a workshop for 7 participants to explore people’s relationship with money. Earlier we prepared some materials and tools that would help us to learn from participants what their financial challenges are and which channels they use most often. We also used this opportunity to co-create new service ideas.

Service Proposition

Fincoach is a personal money management coach who will help one to advance their financial literacy, build confidence of money management. Fincoach also cares about one’s well-being – it is designed to provide support at anytime and whatever one’s emotions are – anxious, worried, confused, or even when one just needs someone to talk about their mood today.

Service User Journey and Blueprint


Prototyping and Testing

We tested with people a few elements of the service and interactions, such as: how they perceive the service in the first place, how to make users more comfortable, how to keep them coming back. To achieve this, we prototyped a Fincoach attitude, a Fincoach’s office and different ways of information sharing.

Users Feedback

Business Analysis