CUSTOMER STRATEGY · EXPERIENCE · LEADERSHIP
Better customer experiences. Better business outcomes.
I’m Gemma Daley. I help businesses understand what matters to their customers, decide what needs to change and make it happen.
My work connects customer strategy, products and services to business performance, making experiences easier to use, relationships stronger and the value a business offers easier to discover.
About me.
My background is in design. What drives me is leaving things better than I found them.
Over 25 years, I’ve built products, shaped services and developed teams across financial services, healthcare, retail, media and travel. At Lloyds Banking Group, I lead consumer experience design, helping turn customer understanding into decisions about products, services and investment.
I’m a problem solver and a maker. I question the accepted diagnosis, look at how the whole experience works and bring people together to improve it. That means understanding what customers need, where things break and what has to change across the business.
I bring clarity when the path is uncertain, stay close to delivery and develop people who can carry the work forward. The aim is better outcomes today, and a business better equipped for what comes next.
What I bring.
Customer understanding that changes business decisions.
The leadership to turn direction into delivery.
I help businesses find the problem beneath the presenting symptom. Customers acting late, overlooking useful products or calling for help can point to an experience that needs to change.
I use research, evidence and testing to shape the response, helping leaders decide what to prioritise, where to invest and how to improve customer and commercial outcomes.
I bring product, technology, brand and operations together around what needs to change for the customer. I make the direction tangible, establish clear ownership and help teams move through difficult decisions.
I build capable teams, develop leaders and create ways of working that people adopt because they help. My aim is to leave lasting improvements in both the experience and the business’s ability to deliver it.
Better experiences. Demonstrable business value.
I believe customer experience should make a measurable difference to how a business performs. Helping people understand their options and act with confidence can strengthen retention, increase digital adoption and reduce avoidable cost.
My team’s work at Lloyds Banking Group is featured in the Design Council’s Design Economy 2026 report as an example of digital design contributing to business growth.
The report highlights a redesigned savings maturity journey that retained around two-thirds of accounts into new fixed accounts, enabled nearly 80% of customers to complete the journey entirely digitally, reduced complaints by 30% and delivered over £500,000 in savings for reinvestment.
These are the outcomes I focus on: making things work better for customers and translating that improvement into value for the business.
Brands I've worked with.
From banking and healthcare to retail and travel, I’ve worked on experiences that help people manage money, access care and use everyday services. That breadth helps me bring a fresh perspective to familiar business problems.
