Role: UI / UX Designer
Context: D&AD competition brief (Barclays)
Tools: Figma, Adobe Creative Suite
Focus: Accessibility, neurodiversity, product design
Barclays Hub | Accessible Banking App Concept
Barclays Hub is a personalised in-app banking concept designed to support neurodivergent users by reducing cognitive load and sensory overwhelm. The project explores how accessibility-led design can improve confidence, clarity, and control within everyday financial tasks.
The concept was developed in response to a D&AD brief set by Barclays, with a focus on inclusive digital innovation.
Many digital banking experiences prioritise efficiency, but can unintentionally create anxiety for neurodivergent users through complex navigation, dense information, and sensory overload.
The challenge was to design a banking experience that remains functional and secure, while being calmer, clearer, and more supportive for a wider range of users.
The Problem
The campaign concept, Tell the Truth, centres on real statements from women with Endometriosis. These unfiltered truths are presented without explanation or context, inviting curiosity and reflection.
By withholding explicit references to the condition initially, the campaign encourages audiences to actively engage and seek understanding rather than passively consume information.
The Concept
Problem & Solution Video
Reduce cognitive load during everyday banking tasks
Give users greater control over how information is presented
Support time management and budgeting in a clear, non-overwhelming way
Design an experience that feels calm, supportive, and empowering
Design Goals
Key Features
Personalisation & Sensory Control
Customisable colour schemes and font sizes
Optional background music to support focus
Adjustable visual intensity
Time & Money Management
Visual timers to support task completion
Budgeting tools designed for clarity and predictability
Simplified Navigation
No page more than two taps from the homepage
Clear hierarchy and consistent layout patterns
Additional Support
Voice control functionality
Time-out button with guided breathing exercises
Access to in-branch Hub Spots for one-to-one support
UX & Accessibility Considerations
Accessibility informed every stage of the design process, from layout structure to interaction design. Particular focus was placed on contrast, typography, spacing, and predictable navigation patterns.
The aim was not to create a separate experience for neurodivergent users, but to design a flexible system that adapts to individual needs.
Concept Video
Outcomes & Learnings
Barclays Hub demonstrates how inclusive design principles can be embedded into complex digital products without compromising usability or functionality. The project strengthened my understanding of accessibility-led design and reinforced the importance of designing with emotional wellbeing in mind, particularly within high-stakes environments such as finance.