Simplifying the complex user journey of someone in debt.
The debt sector might first appear to be a straight forward and vanilla sector to work on. Having worked with multiple debt management companies I find them to be one of the most intriguing types of client to work with. Why? Once you dig into their data and snoop around Google Analytics you will find one of the most complex and intriguing user journeys online.
To simplify the complex user journey of someone in debt, we have created a visual narrative that takes a fictional character called Tom and shows his journey from being worried about debt to taking the first steps to becoming financially independent by filling out an online form.