Barclaycard 2020 vision


Having recently redefined their 3 year digital strategy in partnership with AKQA, Barclaycard wanted to demonstrate how this would change the digital experience for customers and communicate this to key members internally.


my role was to design 3 user journeys to demonstrate the future experience of Barclaycard customers, in the light of the newly defined 3 year strategy.


With little knowledge about credit cards, I spent the first three days covering a number of angles to get to grips with the current and future experience.  This included research on:

  1. Behavioural analysis

    1. consumer behaviour analysis with personal debt

    2. credit in vulnerable circumstances

    3. consumer attitudes towards banking

  2. Consumer segment research provided by Barclaycard

  3. Existing banking technology

  4. Disruptors in banking

  5. Disruptors in technology

  6. Existing high level user journeys

  7. Customer feedback across all digital touch-points

  8. Discussions with colleagues and friends about their experience with credit cards


Each journey represented a different target segment and mindset. To ensure we were serving the needs of each of the segments in either an acquisition or retention journey, I started to document personas.

The personas included basic demographic information and interests alongside explicit and implicit needs, barriers to acquisition, risks, finance experience, finance IQ and concerns towards credit.

All of this information made it possible to capture the highs and lows for each mindset at the most critical points of the journey.


We wanted to move away from thinking about digital as a range of content and services in a select few touchpoint (web, mobile, in store), forcing the customer to come to Barclaycard.  Instead, we looked at how we could seamlessly integrate tools and services into the platforms and places that work best for our consumer.  Serving them at the point of need, proving information contextual to their preferences, environment or situation.



I did three iterations of the journeys, first to document the existing customer experience.  We then ran a collaborative workshop with the clients to agree on the biggest pain points for the consumers and opportunities for the brand.

I then drew up some visionary journeys to demonstrate the possible experience for customers emphasising the seamless experience and value add we could provide to customers.


Finally we began to visualising the key phases of the journeys to help articulate our vision. From authentication within a messaging platform (WhatsApp) to contextual adverts through an intelligent personal assistant (Alexa), I accounted for feelings, behaviours and new technology, framing the future for Barclaycard.