Nextgen Sme Príomhfheidhm: Eispéireas Ionduchtaithe Custaiméirí Phygital le Akbank Service Design Team

Tha Nextgen Sme Príomhfheidhm: Eispéireas Ionduchtaithe Custaiméirí Phygital le Akbank Service Design Team na bhuannaiche air leth urramach anns an fharpais chliùitich 2026 Duais Airgid A' Design Award ann an Roinn Farpais Dealbhadh Meta, Ro-innleachdail agus Seirbheise.

AirgeadSeirbheis· 2026

Nextgen Sme Príomhfheidhm: Eispéireas Ionduchtaithe Custaiméirí Phygital

le Akbank Service Design Team

Neach-ceannach: Akbank T.a.Ş

Buannaiche Duais Airgid A' Design Award ann an Roinn Seirbheis

30,506

Buannaiche Duais Dearbhaichte

Dearbhaich Inbhe na Duaise airson #181933

Seall aig A' Design Award Brath Naidheachd Suaicheantas Duaise

Dathan

An Dealbhadh

Mu dheidhinn Nextgen Sme Príomhfheidhm: Eispéireas Ionduchtaithe Custaiméirí Phygital

Téacs an Leabhair: Tá digitiú custaiméirí agus táirgí éagsúla comhtháite ar aon ardán amháin ag Foireann Deartha Seirbhíse Akbank le cur chuige phygital chun rochtain a fháil taobh amuigh de na brainsí. Murab ionann agus iomaitheoirí, cuirtear cuachbhearta il-táirge pearsantaithe ar fáil in aon sruth amháin, trína gcuirtear ar chumas gníomhachtú digiteach suas le 7 dtáirge. Cuirtear deireadh le páipéar agus le láithreacht fhisiciúil trí cheadú conartha digiteach, a thugtar isteach mar an chéad phointe úsáide nuálaíochta soghluaiste acu. Úsáidtear samhail díolacháin bunaithe ar luaíochtaí chun doimhneacht an chaidrimh le custaiméirí agus éifeachtúlacht díolacháin araon a mhéadú.

An Aithneachadh

Mu dheidhinn Duais Airgid A' Design Award

Tha Nextgen Sme Príomhfheidhm: Eispéireas Ionduchtaithe Custaiméirí Phygital air Duais Airgid A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean den chiad ìre, àlainn agus drùidhteach. Tha buannaichean Airgid nan obraichean anabarrach boillsgeach agus gu math cruthachail a nochdas sàr-eòlas, tàlant agus geurchuis an luchd-dealbhaidh. Thathar an dùil gum bi Nextgen Sme Príomhfheidhm: Eispéireas Ionduchtaithe Custaiméirí Phygital na obair mhìorbhaileach, na sàr-eisimpleir a tha gu sònraichte proifeiseanta agus gu domhainn ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Airgid A' Design Award na innleachd glè fhaicsinneach, ion-mholta a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais. Tha Nextgen Sme Príomhfheidhm: Eispéireas Ionduchtaithe Custaiméirí Phygital na chruthachadh air a bheil mòran eud, a dhùisgeas miannan, a bheir faireachdainnean math agus a thogas iongnadh is miorbhail.

Air Cùl an Dealbhaidh

Pasgan Naidheachd

Creideasan, buill sgioba agus fiosrachadh teicnigeach a chuir an dealbhaiche ri chèile.

Feartan Sònraichte: 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.
Tomhasan & Pacadh: 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.
Tagaichean: #E2EZeroBasedDesign #E2EServiceAndExperienceDesign #HolisticSMEBanking #NextGenBankingSolution
Teicneòlas Cinneasachaidh: 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.
Dùbhlan Dealbhaidh: 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.
Rannsachadh: 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.
Brosnachadh: 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.
Faid a' Phròiseict: The design of project started in February 2023 and finished in August 2023 in Turkey, and was realised in January 2025.
Peutantan: Copyrights belong to Akbank T.A.Ş, 2026.
Buill na Sgioba: Service Design and Process Development Team, Staff Channel Design Team
Creideasan Dhealbhan: 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.