Customer Journeys


Barclays Africa wanted to better understand how their new customers came to choose Barclays, and what hurdles these individuals would face in joining the bank.


The individuals doing the customer journey work were over 2000km away from the nearest customer.

How do you follow a customer's journey if you can't talk to them, if you can't see them, and if you have no way of interacting with them?

telling the whole story

A holistic journey doesn't just mean looking at the Branded touch-points. What if the customer decides against your product? What if they go to your competitors? What will they see? What can we learn from this? We asked these questions, and more, when considering the journey.

We also included word-of-month interaction as a 'channel'; what would you do if you wanted to change banks?

The demographic profile of most African communities weighs word-of-mouth as vastly more important than any other medium.

emotive marking

One of the pitfalls of written word in UX is that it flattens the tone of the speaker.

When we are about to lose a customer, we wanted it to feel like an important moment - something to pay attention to.


If you look at the entire journey, printed out onto an A0 page, the one block that stands out is the one block that you need to see: the executive summary.

Our executive summaries took a handful of clear insights and provided grounded starting points to reducing the pain-points as quickly as possible.


Following the release of these journeys, many Customer-facing teams and executives had them printed on their wall as a constant reminder of the customer's pain.

Barclays Africa introduced at least 3 major initiatives to resolve the issues highlighted by these maps.

The work contained herein - including copy visual design and any UX artefacts - is either entirely or at least vastly - my own. Views expressed are my own.