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https://images.squarespace-cdn.com/content/v1/60bb46c794a5925c34e31388/1622890223527-VU1HQD9UWG1O21TWPLC6/image.png Content design - Lloyds Banking - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60bb46c794a5925c34e31388/7b24b9ba-92e5-47c0-b2f4-608281d3caba/57c6d1_ab5765dd91ef440187bb2a465abacde5%7Emv2.jpeg Content design - Lloyds Banking We ran an AB test which showed 53% uplift from the homepage to the mortgage calculator; 225% uplift from the homepage to the Agreement in Principle; 147% uplift from the mortgage calculator to the Agreement in Principle. https://images.squarespace-cdn.com/content/v1/60bb46c794a5925c34e31388/2d2279e3-9af2-405c-8790-aa493b17b255/57c6d1_3623cea0dd724cddbacaca342d50ce1b%7Emv2.jpeg Content design - Lloyds Banking Mirroring the conversation: We shadowed mortgage advisers in a Lloyds branch, studying the conversations they had with customers. This meant we could mirror the flow and language of a face-to-face meeting. https://images.squarespace-cdn.com/content/v1/60bb46c794a5925c34e31388/a07a73f3-ccf7-4071-931f-b474fdbdbddf/57c6d1_80f8e6f6c29a4f709add8026ca154e07%7Emv2.jpeg Content design - Lloyds Banking Simplifying language: Research showed that many people didn't understand the term 'overpayment'. So, along with a handful of other bankisms, we made the decision to remove it. Users responded positively: 'paying off more' was far clearer. https://images.squarespace-cdn.com/content/v1/60bb46c794a5925c34e31388/34b19b34-27e7-47d9-803f-042efc63e215/57c6d1_c4233e0c230b40db96dd80c24444cdf1%7Emv2.jpeg Content design - Lloyds Banking Confidence to continue: Playing back what a user had told us, clearly and concisely, was key for them to be able to continue online without the help of a mortgage adviser. https://images.squarespace-cdn.com/content/v1/60bb46c794a5925c34e31388/a375907d-9ccd-4ecc-843e-eb8f116b7ac6/57c6d1_e485d77c3e79458b998841b77548a331%7Emv2.jpeg Content design - Lloyds Banking Giving choice: It was important to let users direct the flow of conversation. For example, being able to ask us to explain something they didn't understand. Or to quickly remove certain mortgage features they weren't interested in. https://www.laithalkaisy.co.uk/content-design/govuk monthly 0.5 2021-06-05 https://images.squarespace-cdn.com/content/v1/60bb46c794a5925c34e31388/1622889652160-JQCSXB7GUJOCDGOH51TR/image.jpeg Content design - GOV.UK - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60bb46c794a5925c34e31388/03bc8452-76f1-4246-84fc-8b43cd51de42/image.png Content design - GOV.UK https://images.squarespace-cdn.com/content/v1/60bb46c794a5925c34e31388/e89de82f-8529-4196-aa1f-47d15fe63611/image.png Content design - GOV.UK https://images.squarespace-cdn.com/content/v1/60bb46c794a5925c34e31388/a8a86946-8f5e-406d-abe7-dd8aac868810/image.png Content design - GOV.UK https://images.squarespace-cdn.com/content/v1/60bb46c794a5925c34e31388/cdeb4b52-94b0-4d05-bc9b-414bd2047711/image.png Content design - GOV.UK https://images.squarespace-cdn.com/content/v1/60bb46c794a5925c34e31388/c27cb130-b74e-43c8-8b9e-6ef2c83db141/image.png Content design - GOV.UK