Mobilising for the future of Barclays Credit Card
Client Name: Barclays
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Project name:
Digital Credit Card
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Services:
UI Design, Prototyping, Sketch,​User research,
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Barclays approached Idean to help them become the bank of the future.
We were tasked with creating a digital-first delivery model that would save the bank 50% per account, by replacing their existing technology stack and mobilising an entirely remote team at the beginning of Covid (I had never met the clients in person). We worked with Barclays to create and refine a proposition.
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We hosted team-building workshops where we made sure everyone was working together as one unit.
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We created, tested, and refined a proposition in 8 weeks - engaging with over 80 stakeholders across the bank along the way. And we created an MVP clickable prototype that became the foundation for future design sprints.
Initial customer interview findings:
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Customers engage more when credit cards focus on their life and personal goals.
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Customers search for flexibility, ease of use, transparency and reassurance. New entrants have set expectations high
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Traditional levers can be a strength but must be paired with an appealing proposition.
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Traditional levers can be a strength but must be paired with an appealing proposition.
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Ethics influence customers’ choices. There is scepticism regarding incumbents’ values.
Signature moments
Throughout a user's journey, there are exceptional and unforgettable moments that bring inspiration and joy. These moments are referred to as "Signature Moments."
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Simple onboarding and approval
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Instant ability to use 'card.'
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Realtime transaction history
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Customer support as a chat
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Easy login
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Integration with Apple/Google pay
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Simple, transparent fees
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In-app card freezing and unfreezing
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Fast payments
After two rounds of qualitative testing of our concepts, we found some key themes from our learnings:
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Simplicity is King: We can differentiate by simplifying aspects of the credit card customer experience, but we must do so with a proposition that is instantly understandable.
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Control is Queen: Control emerged as a powerful emotional driver.
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Most people won’t switch for 'nice-to-haves’.
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Barclays has permission to defy expectations, as they are a trusted brand.
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Taking these learnings, we evolved the basic sketch and UI concepts into designed prototypes. We wanted to show Barclays how they could create a useable design that the key stake holders could get on board with and be proud to show their managers and purse strings.
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The timing was tight so along with the help of another product designer, we set about creating a style guide using the same fonts colours and buttons. As the design was iterative, there wasn't time for an exhaustive list of every button size etc., so instead we created a style guide based around our research findings and wireframes—this way everyone knew what they were working from at all times
