Designing for Customer Outcomes
LDO worked with a UK insurer to help leadership teams meet Consumer Duty obligations by connecting customer experience with regulatory assurance. Through mapping key customer journeys and analysing underlying operational challenges, we revealed where processes were undermining outcomes. The work established a clearer link between customer understanding, service delivery, and governance — enabling the business to prioritise improvements that delivered both regulatory compliance and commercial value.
Challenge
Consumer Duty created a deadline, but the real problem ran deeper. A major UK financial services organisation needed to embed genuinely customer-centric practices across 15+ product teams — each operating independently, each under delivery pressure. Before compliance could be achieved, the organisation needed something more fundamental: a clear understanding of its own customer journeys and the capability to design around outcomes.
Approach
We built the foundation that compliance requires but consultants rarely provide. Working across 15+ product teams, we designed frameworks, toolkits, and governance structures that made customer journey mapping and outcome-based design practical at team level — then embedded them into how those teams actually operated. The goal was never a point-in-time sign-off. It was leaving the organisation capable of doing this work itself.
Outcomes
Across 15+ product teams, LDO established the service design capability and customer journey understanding that forms the essential first step toward Consumer Duty compliance — and the lasting foundation for a more customer-centric organisation beyond it.