Case study Lloyds × JLR 2024

Retail reimagined.

A cross-client vision bringing Lloyds Banking Group and JLR together. Designing the luxury car finance and ownership experience for Mass Affluent UK clients.

Role: Senior Product Designer
Clients: LBG & JLR
Agency: TCS Interactive
Duration: 6 months

Brief

A best-in-class luxury experience for UK clients. Distinct from banking, distinct from traditional car retail.

Deliver a modern luxury experience that meets the expectations of JLR's Mass Affluent audience
Accelerate the path from initial interest through to purchase
Strengthen retention through value that extends beyond the sale

My contribution

Led design on key features including instant credit eligibility and the luxury experience proposition
Kept both organisations aligned throughout, holding two very different cultures and priorities to a single shared vision
Wrote discussion guides and conducted research interviews with senior stakeholders across LBG and JLR, generating insights that directly shaped the product direction
Supported client workshops and presented design work directly to LBG and JLR stakeholders on a regular basis throughout the programme
Worked closely with the motion team on hero journey videos, providing storyboards, assets, context and creative direction
Helped onboard and support embedded Lloyds Banking Group designers within the team

Challenge

Where it fell short.

Reliable, but conservative

LBG's offer was seen as dependable but unadventurous. Finance products with limited flexibility, well short of the modern luxury JLR clients expect.

Disjointed digital

Two completely separate tools, with two separate logins. One for the car, one for the finance. No single thread, however premium the badge.

No data integration

Limited visibility across both organisations meant missed opportunities and duplicated effort.

Approach

Finding shared ground.

Understand both sides

Discovery across two organisations with different cultures, priorities and definitions of "luxury."

12 Mass Affluent customer interviews (£100k+ income, £100k+ savings)
Stakeholder workshops inside LBG and JLR
Mapped the end-to-end purchase and ownership journey

Align on direction

Set the principles and visual language that both organisations could rally behind.

Experience principles co-owned across both brands
Visual and interaction approach grounded in JLR's brand world, not LBG's
Identified where shared data could unlock experiences neither could offer alone

Bring it to life

Designed and presented as a single, board-ready vision across both organisations.

Cross-client design team, including embedded JLR designers
Hero journeys spanning discovery, finance and ownership
Board-level sign-off secured at both LBG and JLR

Solutions

Key features.

JLR inside LBG

Vehicle discovery surfaced directly within the banking app, reaching customers at the right moment, in a context they already trust.

Surfaced where customers already were, not where JLR hoped they'd go.

Modern luxury experience

Bespoke products and offers built around the JLR brand. A fully JLR-branded credit card, plus tailored lifestyle events (Wimbledon hospitality, the Range Rover lounge) curated from LBG's view of how clients actually spend.

Used data both organisations already held to deliver experiences neither could have offered alone.

Instant credit eligibility

Real-time finance checks embedded into the purchase journey, at the point where most customers were dropping off.

Finance at the point of decision, not after. Most customers dropped off when it came late in the journey.

JLR Flexpay

Flexible payment options woven into the buying flow, putting JLR within reach of a broader set of customers.

Made ownership feel accessible without diluting the luxury positioning.

Impact

Two organisations, one vision.

Mass Affluent participants

Research, interviews & design validation.

Major brands, one direction

LBG & JLR aligned behind a single vision.

Senior leadership

Presented and signed off at board level across both organisations.

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