Make money meaningful.​​​​​​​
ADHD makes up 8% of the UK’s neurodivergent population.
We interviewed people with attention deficit hyperactivity disorder to learn more about their relationship with personal finance.
People with ADHD struggle with impulsivity and disorganization. These struggles + personal finance = impulsive spending, overdue debts, and missed payments.
The diagnostic name implies attention deficiency, but the truth is attention is actually so excessive, it’s important for the ADHD brain to feel stimulated by tasks at hand.
Banking is Set Up for Data, Not People.
The linear processes and monotony of online banking is a huge hurdle for ADHD brains, forcing them to put blinders on their finances and sink deeper into bad habits.
Making a habit of checking your account and being financially aware leads to more efficient banking, improved financial planning, and is vital for a better banking experience.
In order to engage this audience and foster a habitual relationship with banking, Barclays is making things personal.
Introducing Gemma
Gemma is a Barclays app extension that innovates the way users review and categorize their spending. 
→ Customizable spending categories, based on users’ personal values
→ Month end statements full of personal insights about daily spending habits
→ Visual design that breaks away from category conventions through intentional color and depth
By engaging the brain on a personal level, users are likely to spend more time on the app, develop a more mindful approach to personal finance, and have an overall better banking experience.
(Above) Custom gems: Examples of budgeting series based on their own, unique values. 
Money is given a sense of purpose when it is categorized by personal values. This helps users feel more fulfilled and satisfied with spending decisions, providing a better banking experience.
(Above) Month End Scorecard: Digestible month-end recaps are a visually engaging way to review recent spending. The month-end scorecard provides users with a recap of where their money went using rounded numbers to reduce clutter, relative percentages to give weight to abstract figures, and comparisons to previous months. These will be automatically available at the end of each month.
(Above) Nuggets: A familiar social-story feature provides at-a-glance insights about recent spending. Where does your card get the most action? Are you an early bird spender? What did you drop the most cash on last month? Reviewing transactions facilitates a mindful connection to money.
CopywriterMartin Rees  |  Experience Designer: Paul Noonan  |  Strategist: Allison Fitzgerald

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