Nextgen Sme Primary Function: Pangalaman Onboarding Pelanggang Phygital naébbu Akbank Service Design Team

Nextgen Sme Primary Function: Pangalaman Onboarding Pelanggang Phygital naébbu Akbank Service Design Team iyanaritu pammènangngé iya temmaka riéloinna ri 2026 A' Design Award Salaka ri Katégori Kompétisi Desain Meta, Strategis, sibawa Layanan.

SalakaLayanan· 2026

Nextgen Sme Primary Function: Pangalaman Onboarding Pelanggang Phygital

ᨑᨗ Akbank Service Design Team

ᨀᨒᨗᨕᨙ: Akbank T.a.Ş

Pammènangngé A' Design Award Salaka ri Katégori Layanan

30,506

Pammènangngé Anugérah Naparessoi

Paressoi Status Anugérah untu #181933

ᨈᨗᨈ ᨑᨗ A' Design Award ᨔᨗᨕᨑ ᨄᨙᨑᨙ ᨅᨙᨍᨗ ᨄᨂᨑᨁ

ᨓᨑᨊ

ᨉᨙᨔᨕᨗᨊᨙ

ᨄᨙᨑᨗᨖᨒ Nextgen Sme Primary Function: Pangalaman Onboarding Pelanggang Phygital

Book Text: Digitalisasi pelanggang sibawa maddupa-rupanna produk-é ripasséddi ri séddié platform ri Tim Service Design Akbank sibawa pendekatang phygital untu' akkés ri saliwenna cabang-é. Massilaingeng sibawa pesaingna, bundel maéga-produk iya ripersonalisasi-é ripabbéréang ri séddié aliring, iya wéddingngé pangaktifang digital lettu 7 produk. Kertas sibawa ahadérang fisik-é ripaddéi lalengngi persetujuang kontrak digital, iya ripakennaé selaku inovasi apparénna mengenai apakéang mobile-na mennang. Riakké séddié model penjualang berbasis reward untu' pattambaki iyaro kedalamang assijancingeng pelanggang sibawa efisiensi penjualang-é.

ᨄᨂᨑᨁᨙ

ᨄᨙᨑᨗᨖᨒ A' Design Award Salaka

Nextgen Sme Primary Function: Pangalaman Onboarding Pelanggang Phygital iyanaritu pakoro A' Design Award Salaka, pakalebbi iya malompo tongeng iya ripabbere ri desain tingkak pole, cantik sibawa mappakita. Pakoro Salaka iyanaritu karya iya macennning tongeng sibawa kreatif iya mappakita keahlian, bakat sibawa ketajaman pikkiran tau mabbuat. Nextgen Sme Primary Function: Pangalaman Onboarding Pelanggang Phygital ripakkirangngi mancaji karya iya magello, mancaji pakkitaang, profesional sibawa inovatif iya dalleng. Desain pakoro A' Design Award Salaka iyae iyanaritu penemuan iya lebbi riissengngi sibawa ripuji, iya pawangekeng sibawa mappalaong wates seni, sains, desain sibawa teknologi. Nextgen Sme Primary Function: Pangalaman Onboarding Pelanggang Phygital iyanaritu ciptaan iya riennengi tau maega, iya mappabbura keinginan, mappabbere perasaan makessing sibawa mappabbentuk ketakjuban.

ᨑᨗ ᨆᨘᨋᨗᨊᨙ ᨉᨙᨔᨕᨗ

ᨀᨗ ᨄᨙᨑᨙ

ᨀᨑᨙᨉᨗ, ᨕᨂᨚᨈ ᨈᨗᨆ ᨔᨗᨅᨓ ᨑᨗᨏᨗ ᨈᨙᨀᨊᨗ ᨊᨄᨓᨙᨑᨙ ᨑᨗ ᨉᨙᨔᨕᨗᨊᨑᨙ.

Sipa Khas: We integrate customer digitization and diverse products on one platform with a "phygital" approach for access outside branches. Unlike competitors, we offer personalized multi-product bundles in a single flow, enabling activation of up to 7 products digitally. Our "first point of mobile use" innovation eliminates paper and physical presence through digital contract approvals. We employ a reward-based sales model to increase both customer relationship depth and sales efficiency.
Ukurang & Kemasang: Based on the insights we gained from the research, we prepared wireframes and prototypes, designed an end to end, simple, functional, sales-focused, and user-friendly interface that aligns with Akbank's design language. Also, we worked with the goal of an understandable and guiding language and established a tone of voice. The design turns complex multi-product banking processes into a streamlined, easy-to-use and coordinated experience.
Tag: #E2EZeroBasedDesign #E2EServiceAndExperienceDesign #HolisticSMEBanking #NextGenBankingSolution
Téknologi Produksi: The experience was shaped through research with approximately 300 SME customers and relationship managers, supported by more than 20 workshops and 3,000 feedback points. These insights showed that SMEs and RMs needed faster, clearer and more integrated onboarding and sales processes. The interface therefore uses guided flows, progressive disclosure and a clear visual hierarchy to support multi-product decisions within a single journey.
Tantangeng Désain: The main challenge was simplifying complex and regulation-driven banking processes without losing trust or compliance. The service needed to balance automation with human support, while working consistently across branch, mobile, and out-of-branch contexts. Another challenge was ensuring adoption by both SMEs and relationship managers with different levels of digital maturity, while aligning multiple internal teams around a shared service vision.
Panélitiang: The research aimed to understand how SMEs and relationship managers experience onboarding and product sales in daily banking operations. The main goal was to reduce complexity while enabling faster and more confident decision-making. The study combined interviews, workshops, journey reviews, and feedback analysis with over 300 SME customers and relationship managers. The findings highlighted fragmented processes and high workload. These insights directly shaped a phygital service model that improved efficiency, clarity, and real business outcomes.
Inspirasi: Our mission is to revolutionize SME banking by merging digital speed with human-centric service. SMEs face economic and bureaucratic challenges, so created a phygital ecosystem that integrates digitization and product diversity. By making banking a proactive partner, SMEs gain a competitive edge and lower costs through efficient, automated processes. Available on while our customers need us and providing solutions with paperless, automated flows with E2E digital integrated solutions.
Wettu Proyék: The design of project started in February 2023 and finished in August 2023 in Turkey, and was realised in January 2025.
Paténg: Copyrights belong to Akbank T.A.Ş, 2026.
Anggota Tim: Service Design and Process Development Team, Staff Channel Design Team
Krédit Gambar: Image #1: Illustrator, Akbank Design Studio, 2026.
Image #2: Illustrator, Akbank Design Studio, 2026.
Image #3: Illustrator, Akbank Design Studio, 2026.
Image #4: Illustrator, Akbank Design Studio, 2026.