Gamifying the Barclays App

Gamifying the Barclays App with a Focus on Neurodiversity: The Barclays D&AD Project

Problem
Neurodiverse people often have a hard time struggling to manage money. They often forget about bills, impulse spend and struggle with money, and as a result they are more likely to get into debt.


Insight
According to my research, setting goals can enhance our sense of self-efficacy, and achieving them can lead to a feeling of fulfilment. Moreover, offering small financial rewards such as vouchers and discounts can promote greater commitment to achieving goals, thereby fostering healthy money management habits.


Solution
To encourage healthy money management, I incorporated badges into this app as a motivational tool. These badges would be tied to specific accomplishments that are updated on a monthly basis. Upon completion of a task, users would earn Barclays points that correspond to the level of achievement. As users accumulate points, they can convert them into vouchers and discounts, and the AI-powered recommendation system would analyse their past spending data to suggest vouchers for their preferred stores. In addition, the app has been designed with a focus on minimizing user frustration and maximizing accessibility while retaining its visual identity and branding.