CUSTOMER EXPERIENCE · PRODUCT · LEADERSHIP
Better experiences. Stronger customer relationships.
I’m Gemma Daley. I help businesses turn a deeper understanding of their customers into better products, more connected services and lasting commercial value.
With over 25 years’ experience, I bring together customer insight, design and technology to shape direction, build capability and lead change at scale.
About me.
My background is in design. My work connects customer understanding, product direction, brand and technology, helping businesses decide where to invest, what to build and how to deliver experiences people value.
Throughout my career, I’ve built products, built teams that build products, and helped organisations develop the confidence and capability to do things differently. I bring direction to complex challenges, make possibilities tangible and bring people together to deliver meaningful, measurable change.
At Lloyds Banking Group, I’ve built and led a multidisciplinary organisation shaping experiences for 28 million customers across some of the UK’s most recognised financial brands. Working with product, engineering and commercial leaders, I connect customer evidence to decisions about growth, investment and change, with a clear focus on outcomes for customers and the business.
I know what good looks like, and how to help teams get there. I set a clear direction, challenge the work and raise the bar, from the strength of an idea to the quality of its execution. Alongside that ambition, I invest in people, giving them the confidence, support and room to do the best work of their careers.
My aim is to leave every organisation stronger: better experiences, more capable teams and lasting business impact.
What I bring.
A clear direction for what comes next.
The teams and capability to make it happen.
I connect customer understanding, commercial ambition and technology to help businesses decide where to invest and what to build next. I turn complex opportunities into a clear direction, bringing leaders and teams together around products and experiences that create value.
My background in design brings practical judgement to those decisions. I know how to make an ambition tangible, use prototypes and testing to challenge assumptions, and recognise the details that determine whether an experience succeeds.
That includes how AI can make products more useful, responsive and personal, and where it can create meaningful value for customers and the business.
I build and lead multidisciplinary organisations with the capability, confidence and accountability to deliver exceptional work. I develop leaders, set clear standards and connect customer priorities to business decisions.
Working across product, technology and commercial teams, I create the conditions for ideas to move into delivery and for quality to hold at scale. That means aligning investment, talent and ways of working around shared outcomes.
I stay engaged in the decisions that matter, giving teams clear direction and the ownership to deliver.
Exceptional talent. Recognised experiences.
Since joining Lloyds Banking Group, I’ve helped grow and mature what I believe is one of the strongest experience design organisations in the UK, bringing together talent across research, service design, digital design and experience systems.
Together, we’ve changed how the business understands customers and translates that understanding into the experiences it delivers. From reimagining mobile banking to improving the connections between products, channels and human support, the focus is on helping people navigate important financial decisions with greater clarity and confidence that drive value for the business.
That takes more than individual product improvements. It takes a shared direction, strong collaboration across the business and the capability to turn customer insight into decisions, delivery and measurable outcomes.
Our work has earned recognition for conversational banking and AI, alongside wider recognition of Lloyds Banking Group’s progress in digital capabilities and customer experience.
Brands I've worked with.
My experience spans financial services, retail, media, health and travel. Across different sectors, I’ve helped teams make complex services easier to use and turn brand ambition into everyday customer experiences.
