Barclays

Branding, Mobile App | 2023

Project Brief

To develop a new digital experience, service or tool that can help Barclays meet the banking needs of neurodivergent individuals.

The concept was a service to help people with ADHD review forgotten purchases they had made at night.

Approach

The project began with a combination of primary and secondary research to better understand the spending habits of people with ADHD. One significant finding revealed that individuals with ADHD often make impulsive purchases late at night, forgetting about them by morning. This can lead to surprise deliveries or an empty bank account, making it difficult to pay for essentials.

In response, a service was designed to allow users to review their purchases the following morning, giving them the option to cancel or set reminders to return items. This concept aimed to help those with ADHD manage their spending more effectively.

Outcome

Two versions of the service were created. aiming to make the experience engaging and enjoyable. It included a unique feature where, at the point of purchase, a photo would be taken of the user. When they reviewed their purchases, the photo would appear as a reminder of their decision. This feature was intended to capture attention and maintain engagement, particularly for ADHD users who may struggle with sustained focus.

The second version was aligned with Barclays' existing app design, incorporating a more serious tone and professional layout. This version aimed to fit seamlessly into the Barclays app, whilst maintaining a professional approach to managing money.

Challenge

The key challenge was balancing the need for a professional design with the requirement to keep users engaged.

While the second version adhered to Barclays’ established branding, it became clear that a more formal tone might not be the best choice for users with ADHD. A design that captures attention and keeps the user engaged is crucial, especially for individuals who may find traditional financial tools overwhelming.

This insight led to the creation of the first version, which was believed to be far more appealing and engaging.

Conclusion

While both versions addressed the core issue of money management, the first version stood out as the more engaging and user-friendly option for people with ADHD.

It combined functionality with interactive elements, making it more effective in helping users manage their finances. The project highlighted the importance of balancing design, user needs, and brand identity.