Inclusive banking through a vulnerability lens

Inclusive banking through a vulnerability lens

Inclusive banking through a vulnerability lens

Barclays Bank

Overview

Who are Barclays Bank?

Barclays Bank PLC provides financial services across the world, serving 24 million customers in the UK alone, that’s one out of two adults in the country. 

Project at a glance

A new framework for all UK non-customer facing staff to ensure products and services are designed to proactively meet the needs of vulnerable customers & prevent harm - transforming ways of working.

To comply with my NDA, I've omitted sensitive data and illustrated deliverables.

My role

  • Strategic direction

  • Stakeholder engagement

  • Budget & risk management

  • Team management

  • Procurement & external partner management

  • Creative direction & quality assurance

  • Operational risk and control (ORAC) closure

Impact

  • Transformed Barclays’s approach to product and service design

  • All teams retrospectively conducted vulnerability assessments for existing journeys

  • Proactive risk management for the business via integration of vulnerable customer needs into mandatory governance processes

Barclays Bank

Overview

Who are Barclays Bank?

Barclays Bank PLC provides financial services across the world, serving 24 million customers in the UK alone, that’s one out of two adults in the country. 

Project at a glance

A new framework for all UK non-customer facing staff to ensure products and services are designed to proactively meet the needs of vulnerable customers & prevent harm - transforming ways of working.

To comply with my NDA, I've omitted sensitive data and illustrated deliverables.

My role

  • Strategic direction

  • Stakeholder engagement

  • Budget & risk management

  • Team management

  • Procurement & external partner management

  • Creative direction & quality assurance

  • Operational risk and control (ORAC) closure

Impact

  • Transformed Barclays’s approach to product and service design

  • All teams retrospectively conducted vulnerability assessments for existing journeys

  • Proactive risk management for the business via integration of vulnerable customer needs into mandatory governance processes

Barclays Bank

Overview

Who are Barclays Bank?

Barclays Bank PLC provides financial services across the world, serving 24 million customers in the UK alone, that’s one out of two adults in the country. 

Project at a glance

A new framework for all UK non-customer facing staff to ensure products and services are designed to proactively meet the needs of vulnerable customers & prevent harm - transforming ways of working.

To comply with my NDA, I've omitted sensitive data and illustrated deliverables.

My role

  • Strategic direction

  • Stakeholder engagement

  • Budget & risk management

  • Team management

  • Procurement & external partner management

  • Creative direction & quality assurance

  • Operational risk and control (ORAC) closure

Impact

  • Transformed Barclays’s approach to product and service design

  • All teams retrospectively conducted vulnerability assessments for existing journeys

  • Proactive risk management for the business via integration of vulnerable customer needs into mandatory governance processes

Project image
Project image
Project image
Challenge

Empower all non-customer-facing colleagues to understand vulnerability, cultivate empathy, and protect customers from harm through product and service development

As the COVID-19 wave hit, customer vulnerability surged, prompting the bank to step up and make vulnerability a top priority. 

The Financial Conduct Authority (FCA) revealed that over half of UK adults display a characteristic of vulnerability and that thousands of circumstances can cause an individual to experience vulnerability. The Vulnerability department operated reactively with limited resources, and colleagues lacked the knowledge to make informed decisions confidently.

Challenge

Empower all non-customer-facing colleagues to understand vulnerability, cultivate empathy, and protect customers from harm through product and service development

As the COVID-19 wave hit, customer vulnerability surged, prompting the bank to step up and make vulnerability a top priority. 

The Financial Conduct Authority (FCA) revealed that over half of UK adults display a characteristic of vulnerability and that thousands of circumstances can cause an individual to experience vulnerability. The Vulnerability department operated reactively with limited resources, and colleagues lacked the knowledge to make informed decisions confidently.

Challenge

Empower all non-customer-facing colleagues to understand vulnerability, cultivate empathy, and protect customers from harm through product and service development

As the COVID-19 wave hit, customer vulnerability surged, prompting the bank to step up and make vulnerability a top priority. 

The Financial Conduct Authority (FCA) revealed that over half of UK adults display a characteristic of vulnerability and that thousands of circumstances can cause an individual to experience vulnerability. The Vulnerability department operated reactively with limited resources, and colleagues lacked the knowledge to make informed decisions confidently.

Approach

A user-centric, collaborative and iterative approach that aligned with the bigger picture

I employed design-thinking methodologies throughout the project lifecycle. Research unveiled common behaviours among customers facing vulnerability, which could result in both financial and non-financial harm. Guided by several rounds of testing and iteration to develop a user-friendly and digestible toolkit.

Scope and structure

This was a major programme of work, with four cross-functional workstreams. I led the Inclusive Design Standards.

Approach

A user-centric, collaborative and iterative approach that aligned with the bigger picture

I employed design-thinking methodologies throughout the project lifecycle. Research unveiled common behaviours among customers facing vulnerability, which could result in both financial and non-financial harm. Guided by several rounds of testing and iteration to develop a user-friendly and digestible toolkit.

Scope and structure

This was a major programme of work, with four cross-functional workstreams. I led the Inclusive Design Standards.

Approach

A user-centric, collaborative and iterative approach that aligned with the bigger picture

I employed design-thinking methodologies throughout the project lifecycle. Research unveiled common behaviours among customers facing vulnerability, which could result in both financial and non-financial harm. Guided by several rounds of testing and iteration to develop a user-friendly and digestible toolkit.

Scope and structure

This was a major programme of work, with four cross-functional workstreams. I led the Inclusive Design Standards.

Output

A ‘Designing for Vulnerability toolkit

This project empowered staff to design with vulnerability in mind. The "Designing for Vulnerability" toolkit included a user guide, flashcards with customer behaviour and harm insights, assessment templates to utilise the flashcards, and case studies showcasing best practice.

Engaging change management to drive a culture shift

  • Launched via interactive demo sessions to maximise engagement

  • New mandatory training incorporated insights from the flashcards

Output

A ‘Designing for Vulnerability toolkit

This project empowered staff to design with vulnerability in mind. The "Designing for Vulnerability" toolkit included a user guide, flashcards with customer behaviour and harm insights, assessment templates to utilise the flashcards, and case studies showcasing best practice.

Engaging change management to drive a culture shift

  • Launched via interactive demo sessions to maximise engagement

  • New mandatory training incorporated insights from the flashcards

Output

A ‘Designing for Vulnerability toolkit

This project empowered staff to design with vulnerability in mind. The "Designing for Vulnerability" toolkit included a user guide, flashcards with customer behaviour and harm insights, assessment templates to utilise the flashcards, and case studies showcasing best practice.

Engaging change management to drive a culture shift

  • Launched via interactive demo sessions to maximise engagement

  • New mandatory training incorporated insights from the flashcards

User guide: An introduction to vulnerability, why it’s important and how the toolkit will help.

Behaviour flashcards: Example of insights to help users understand customer behaviours and their needs.

Harm flashcards: Example of the harms to protect customers from.

Assessment templates: Step-by-step instructions on how to use the flashcards to complete the assessment.

All squads within the Insight & Design team retrospectively conducted vulnerability assessments

Outcome

Better outcomes not only for vulnerable customers but all customers

  • The toolkit empowered staff regardless of their role and responsibilities

  • Proactive risk management for the business via integration of vulnerable customer needs into mandatory governance processes

  • Transformed Barclays’s approach to product and service design

Outcome

Better outcomes not only for vulnerable customers but all customers

  • The toolkit empowered staff regardless of their role and responsibilities

  • Proactive risk management for the business via integration of vulnerable customer needs into mandatory governance processes

  • Transformed Barclays’s approach to product and service design

Outcome

Better outcomes not only for vulnerable customers but all customers

  • The toolkit empowered staff regardless of their role and responsibilities

  • Proactive risk management for the business via integration of vulnerable customer needs into mandatory governance processes

  • Transformed Barclays’s approach to product and service design

Recognition

Kind words from colleagues on the leadership I brought to this project and the positive impact that was made as a result.


Recognition

Kind words from colleagues on the leadership I brought to this project and the positive impact that was made as a result.


Recognition

Kind words from colleagues on the leadership I brought to this project and the positive impact that was made as a result.


"Handled the complexity and critical nature of this in a thorough and thoughtful way"

You have delivered a hugely complex work-stream on Vulnerability which is currently being tested and will roll out across the whole bank. The project ballooned into a critical project and you've handled the complexity and critical nature of this in a thorough and thoughtful way.

Jo Spencer-Geoghegan

Head of Insight & Design Ops

"Having a positive impact on our customers and clients, communities and your fellow colleagues"

Congratulations on becoming a finalist in the Citizenship and Diversity Awards 2022 for the work you’ve done on the vulnerability toolkit. You’re clearly living the Barclays Mindset and having a positive impact on our customers and clients, communities and your fellow colleagues. I want to thank you for that!

Matt Hammerstein

Chief Executive Officer

"Thank you for all your hard work in getting it over the line on time"

Mala, Barclays’ first-ever vulnerability design toolkit to support better customer outcomes is now live! This is a huge step forward for the organisation and I’d like to thank you for all your hard work in getting it over the line on time. Thank you and well done!

Kathryn Townsend

Head of Customer Vulnerability

"Big thanks for your leadership"

Big thanks for your leadership of the Inclusive Design work. I know there is a long way to go to deliver the project but the work to date and thinking that has gone into it is excellent, well structured and I believe will make a big difference when delivered. I know it is a huge subject to get your arms around and put structure to so that the outputs are impactful and achievable so just want to recognise your leadership and work to date.

Darren Foulds

Director, Insight & Design

"You’ve demonstrated so many great leadership skills"

You’ve done an amazing job on the Inclusive Design work-stream. You’ve demonstrated so many great leadership skills - attention to detail, forward planning, keeping the customer front and centre, and stakeholder management.

Ada Chu

Head of Unsecured Borrowing, I&D

"Continuing to demonstrate all of the core Barclays values and also ensuring that the customer is kept front and centre"

Thank you for all the time and hard work that you’ve put into the Inclusive Design work. You have been instrumental in getting it to where it is today, whilst continuing to demonstrate all of the core Barclays values and also ensuring that the customer is kept front and centre. You’ve received great feedback from many colleagues along the way - well done Mala from the I+D Senior Leadership Team.

Neil Jones

Head of Customer Performance

Reflections

Adapting for a bank-wide process rollout

During the initial definition stage of the project, I hoped to introduce a more advanced toolkit for the Insight & Design team. However, the design maturity amongst the team varied and this idea led to confusion amongst all users. I quickly pivoted to a single toolkit approach, planning to introduce more design methodologies to strengthen and sustain inclusive design efforts in the future.

Reflections

Adapting for a bank-wide process rollout

During the initial definition stage of the project, I hoped to introduce a more advanced toolkit for the Insight & Design team. However, the design maturity amongst the team varied and this idea led to confusion amongst all users. I quickly pivoted to a single toolkit approach, planning to introduce more design methodologies to strengthen and sustain inclusive design efforts in the future.

Reflections

Adapting for a bank-wide process rollout

During the initial definition stage of the project, I hoped to introduce a more advanced toolkit for the Insight & Design team. However, the design maturity amongst the team varied and this idea led to confusion amongst all users. I quickly pivoted to a single toolkit approach, planning to introduce more design methodologies to strengthen and sustain inclusive design efforts in the future.

Credits

  • Anastasia Smidth, Junior Design Researcher - EY-Seren, Initial research

  • Ben Ewing, Senior Product Designer - Illustrations

  • We Are Why, Design Agency - Illustrations

Credits

  • Anastasia Smidth, Junior Design Researcher - EY-Seren, Initial research

  • Ben Ewing, Senior Product Designer - Illustrations

  • We Are Why, Design Agency - Illustrations

Credits

  • Anastasia Smidth, Junior Design Researcher - EY-Seren, Initial research

  • Ben Ewing, Senior Product Designer - Illustrations

  • We Are Why, Design Agency - Illustrations

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I’m Mala - a product design lead based in London

©2024 Mala Vadhia. All rights reserved.

I’m Mala - a product design lead based in London

©2024 Mala Vadhia. All rights reserved.

I’m Mala - a product design lead based in London

©2024 Mala Vadhia. All rights reserved.

I’m Mala - a product design lead based in London

©2024 Mala Vadhia. All rights reserved.