Moneyaze by Barclays

Overview

For entering the D&AD New Blood competition in my final year at university, I designed a banking app for neurodivergent individuals. The challenge aimed to enhance accessibility and inclusivity through a user-friendly interface, simplified language options, colour contrast adjustments, and personalized alerts. The main goal was to empower users with greater control over their financial management in a safe and supportive environment.

My roles

User experience designer
User interface designer

Project type

UX/UI Design

Year

2023

Process

Gen Z in the UK is the most impulsive demographic group, accounting for 41% of buyers. Those with neurodivergent conditions, such as ADHD and Dyslexia, may be more prone to impulsive spending, which is common in the UK, affecting 8% and 10% of the population, respectively. Impulsivity, inattention, and hyperactivity are key characteristics of these disorders, which may lead to overspending and financial difficulties such as debt and insufficient savings.

Moneyeaze is a new digital banking service with an inclusive design for neurodivergent users, providing essential banking services such as creating an account, generating a virtual debit card, and making contactless purchases with a fingerprint.

To help users avoid impulsive purchases, Moneyeaze uses a question system to assess the importance of the purchase and if the user can wait, before providing a verdict. The app also sends notifications for scheduled payments and allows users to reject payments and add the amount to their savings, which is helpful for individuals with ADHD or Dyslexia who may struggle with forgetfulness.

Research

Investigated of the relationship between impulse buying and neurodiversity to gain a deeper understanding of the interplay between these two factors.

I sought to identify the key insights that could inform the development of effective interventions and strategies to mitigate the impact of impulsive buying behaviours on individuals who identify as neurodivergent.

Competitor Research

Conducted a comprehensive analysis of competing banking apps to identify best practices and areas for improvement to improve accessibility and usability for all users, particularly those who identify as neurodivergent.

User Interviews

Conducted in-depth interviews with banking app users to understand their experiences, challenges, and preferences in relation to digital banking.

This qualitative research approach provided valuable insights for the development of more inclusive and user-centred banking app designs.

“I keep losing my physical bank card, and now the bank has prevented me from giving a new one.”

Interviewed User 1

“I stopped going to clothing stores, because every time I go there, I spend money unnecessarily, and I regret it.”

Interviewed User 2

“When I go to groceries, it's a nightmare for me, because I start filling the cart with too much food, and then I waste money.”

Interviewed User 3

User Personas

Ensuring that our product remained focused on addressing the pain points, motivations, and goals of users, I created a detailed persona based on the data we had collected.

These personas served as a representation of our target user, incorporating key insights and characteristics that were reflective of their needs and behaviours.

Customer Journey Map

I crafted a customer journey map to see how users interact with the banking service. This helped me spot problem areas and chances to make things better, leading to a design that's more user-focused and efficient.
Moneyeaze by Barclays customer journey map

User Flows

I kicked off the Moneyeaze design by diving into data analysis and crafting user flows for the core banking tasks. After that, I got creative with wireframe sketches to brainstorm ideas for every screen in the app. This helped me figure out what features and functions were most crucial for the initial app design.

Low fidelity prototypes

High fidelity prototypes

Typography & Colour

I created a cutting-edge banking app tailored for neurodivergent users, blending the Barclays colour scheme into the user interface. The goal was to keep things simple yet functional for easy navigation.

Usability Tests

I enlisted the participation of three students from Norwich University of the Arts and a senior UX designer for usability tests on the banking service app. These tests provided valuable insights into the app's strengths and weaknesses, helping me make well-informed decisions regarding visual design improvements.

Eye Tracking

Following the eye-tracking tool, it was determined that the prototype's navigation was simple and that users could navigate it effectively.
Moneyeaze by Barclays using Eye tracking tool

Entering into D&AD New Blood

I produced and edited a mandatory video that explained the key aspects of our final prototype for the D&AD competition. Additionally, I created presentation slides to showcase insights, the user experience, and our strategy for promoting the application as a comprehensive experience.

Evaluation

During the process of the Moneyeaze, I designed with a minimalist UI, inspired by the preference of simplicity and ease of use among neurodivergent users. Eye-tracking exercises were used to test the app's clarity and navigation, leading to improvements in the layout and design to ensure intuitive and distraction-free navigation.

Overall, the final app design was successful in meeting the needs and preferences of neurodivergent individuals, but there are still opportunities for improvement. I encountered constraints and limitations that prevented me from conducting testing with neurodivergent individuals for the application. To enhance the validity of the research data and verify the usability of the app for this group, I would aim to conduct additional testing in the future.

Additionally, I see the importance of working with individuals with neurodivergent conditions throughout the design process to ensure their feedback and input are taken into account at every step.