Simplifying in-branch account opening

The challenge

Opening an account in a branch relied on fixed computers, printers, scanners, and manual handovers. The new service needed to reduce those interruptions while helping colleagues guide customers through every important step.

The opportunity was not simply to redesign the interface. It was to decide which physical steps could be removed, which still mattered, and how the digital journey should connect them.

I focused on three connected decisions:

1. Map the whole branch journey.
2. Bring document capture into the iPad flow.
3. Coordinate physical and digital steps.

1. Mapping the whole branch journey

I partnered with the wider team to analyse the current process and identify pain points. I led the interface and motion design contribution, starting by turning workshop findings into clear opportunities for the new journey.

Key decisionMap the service before redesigning screens

I grouped workshop findings into pain points and opportunities across the journey.

I consolidated the workshop findings into an experience map that connected customer steps, colleague actions, and digital touchpoints.

The map connected customer steps, colleague actions, and digital touchpoints.

I used the experience map with product, design, and technology partners to divide the service into clear stages. It gave the team one shared view of the flow before I moved into detailed interface design.

Clear stages help colleagues and customers understand progress through the appointment.

2. Bringing document capture into the iPad flow

Document capture became part of the same tablet-based journey.

I designed the camera-based capture flow in partnership with technology. Connecting the native iPad camera to the web application removed the separate scanner step and let colleagues stay within the same journey instead of returning to a fixed workstation.

Key decisionKeep document capture inside the journey

The camera interface replaces a separate scanner and fixed workstation.

3. Connecting physical and digital moments

Not every part of account opening could become digital. Colleagues still needed to give customers printed draft agreements before signing. The interface had to support that physical exchange at the right point without interrupting the wider journey.

Key decisionUse the digital journey to support the physical service

The handover sits between reviewing the summary and signing the agreement.

Research showed that colleagues often missed this moment because the existing checkbox was too easy to overlook. I used focused motion to connect the on-screen prompt with the physical action required in the branch.

Comparison of the old design with the new animation that prompts colleagues to hand over documents at the right time.

I adapted the animation for each brand. Lloyds used restrained motion, while Halifax used a more playful treatment.

The same interaction uses motion that fits each brand.

Post-launch findings showed improvements for customers and branch colleagues.

What changed

• Appointment time was reduced.
• Separate scanning steps were removed.
• Colleagues could support customers away from fixed workstations.
• Physical and digital steps were better coordinated.

The result was a faster and more flexible branch service. Colleagues could move with customers, capture documents on the iPad, and use the digital journey to support the physical moments that still mattered.