Head of Creative Design | LLOYDS BANKING

Rooney previously worked at Barclays Banking Group for 8 years. He personally set up an internal digital design studio for Barclays, made up of multi-skilled designers and digital creatives. He is responsible for Design for Retail Banking / Wealth Banking / Premier Branding / Business / Branding. He is part of the Senior Design Leadership team for process and cultural improvements. Rooney is working with Marketing and Business Product Teams to tell consistent visually rich stories through digital channels. He is challenging business archetypes of hard-sell approaches to react change and give space to design thinking and new ways of looking at customer needs.   

Rooney is currently at Lloyds Banking Group with the Human Centred Design Department, tasked with creating engaging consumer experiences and visualising future states of the bank. They are providing a framework of how could twe do banking that makes a difference and not be detrimental to customers lives, and asking the questions of how could we get to a level of simplicity that doesn’t feel like a bank. Rooney is currently working across all business departments to improve customer’s everyday lives and how we become a force of good. Personally focussed on experimental outputs in digital/non-digital physical spaces pushing a way forward to service the multi variants of customer’s behaviours.


What was your very first job? What does it feel like to look back at it now? 

The first job I was a web designer for an American company called ‘Hypercom’ while I was in Sydney, I was in a small unit of four designers. I quickly realised I was not so good a quick Microsoft template design work and cared too much about my quality rather than quantity outputs. All I can say is that first jobs are there to challenge your dreams with logic and speed up the process of decisions that need to be made by the business. The particular craft of improving your skills to suit the business has more to do with attitude and communication skills rather than improving your design skills. Everyone’s first job is totally different and its very hard to give advice due to this variable. No matter where you go you will learn something and sometimes its to hold the mirror up to yourself to see how you relate to others and how you react to others views and options.

Please describe, in your own words, what your current job is and what work it entails.

Current position: Design Lead in Lloyds HCD Human Centred Design

How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?

I guess drawing as a kid. A very early memory was trying to draw the final fighting scene in Star Wars, connecting the lazars to the ships so they all connected to each other. The connections were the important part not who was winning. I’m not sure if this fed into service design in some way.

In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?

Anywhere. Online and off line. I’m always surprised by the art world as a space that changes your thinking.

If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?




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