Designet Nextgen Sme Primary Function: Phygital kundeonboarding-opplevelse av Akbank Service Design Team er en høyt verdsatt vinner av den svært prestisjetunge 2026 A' Design Award i Sølv i konkurransekategorien Meta-, strategisk og tjenestedesign.
SølvTjeneste· 2026
Nextgen Sme Primary Function: Phygital kundeonboarding-opplevelse
Klient: Akbank T.a.Ş
Vinner av A' Design Award i Sølv i kategorien Tjeneste
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Om Nextgen Sme Primary Function: Phygital kundeonboarding-opplevelse
Book Text: Kundedigitalisering og ulike produkter er integrert på én enkelt plattform av Akbanks tjenestedesignteam med en phygital tilnærming for tilgang utenfor filialer. I motsetning til konkurrenter tilbys personaliserte flerprodukts-pakker i én enkelt flyt, som muliggjør digital aktivering av opptil 7 produkter. Papir og fysisk tilstedeværelse elimineres gjennom digital kontraktsgodkjenning, som introduseres som deres første innovasjon innen mobil bruk. En belønningsbasert salgsmodell benyttes for å øke både dybden i kunderelasjonen og salgseffektiviteten.
Anerkjennelsen
Om A' Design Award i Sølv
Nextgen Sme Primary Function: Phygital kundeonboarding-opplevelse er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. Nextgen Sme Primary Function: Phygital kundeonboarding-opplevelse forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. Nextgen Sme Primary Function: Phygital kundeonboarding-opplevelse er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.
Bak designet
Pressepakke
Krediteringer, teammedlemmer og tekniske detaljer levert av designeren.
- Unike egenskaper
- 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.
- Dimensjoner og emballasje
- 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.
- Stikkord
- #E2EZeroBasedDesign #E2EServiceAndExperienceDesign #HolisticSMEBanking #NextGenBankingSolution
- Produksjonsteknologi
- 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.
- Designutfordring
- 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.
- Forskning
- 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.
- Inspirasjon
- 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.
- Prosjektvarighet
- The design of project started in February 2023 and finished in August 2023 in Turkey, and was realised in January 2025.
- Patenter
- Copyrights belong to Akbank T.A.Ş, 2026.
- Teammedlemmer
- Service Design and Process Development Team, Staff Channel Design Team
- Bildekreditering
- 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.
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