O le mamanu Nextgen Sme Primary Function: Poto Masani o le Faʻafeiloaʻi o Tagata Faʻatau i le Phygital e Akbank Service Design Team o se manumalo maualuga tele o le fa'ailoga mamalu 2026 A' Design Award Ario i le Vaega Tauva Mamanu Auaunaga.
ArioAuaunaga· 2026
Nextgen Sme Primary Function: Poto Masani o le Faʻafeiloaʻi o Tagata Faʻatau i le Phygital
na mamanuina e Akbank Service Design Team
Tagata Fa'atau: Akbank T.a.Ş
Manumalo o le A' Design Award Ario i le Vaega Auaunaga
Manumalo Fa'ailoga Fa'amaonia
Fa'amaonia le Tulaga o le Fa'ailoga mo #181933Le Mamanu
E Uiga ia Nextgen Sme Primary Function: Poto Masani o le Faʻafeiloaʻi o Tagata Faʻatau i le Phygital
Book Text: O le faʻakomepiutaina o tagata faʻatau ma oloa eseese ua tuʻufaʻatasia i luga o se tasi faʻavae e le Akbank Service Design Team faʻatasi ai ma se faiga phygital mo le mauaina i fafo atu o lālā. E ese mai i tauvaga, o afifi faʻapitoa o oloa e tele ua ofoina atu i se tasi tafega, e mafai ai ona faʻagaoioia faʻatekonolosi le oʻo atu i le 7 oloa. O pepa ma le iai faʻaletino ua faʻaumatia e ala i le faʻatagaina o konekarate faʻatekonolosi, lea ua faʻaalia o la latou vaega muamua o le fou faʻaaogaina o telefoni feʻaveaʻi. O loʻo faʻaaogaina se faiga faʻatau e faʻavae i taui ina ia faʻatupulaia uma le loloto o le faʻafesoʻotaʻiga ma tagata faʻatau ma le lelei o faʻatauga.
Le Fa'ailogaina
E Uiga i le A' Design Award Ario
O le A' Design Award Ario na manumalo ai Nextgen Sme Primary Function: Poto Masani o le Faʻafeiloaʻi o Tagata Faʻatau i le Phygital, o se faamaoniga matuā mamalu e tuuina atu i mamanu sili ona lelei, matagofie ma mataʻutia. O ē manumalo i le Ario o galuega susulu tele ma fatufatuaʻi e faaalia ai le poto, le taleni ma le atamai o tagata mamanu. E faamoemoeina Nextgen Sme Primary Function: Poto Masani o le Faʻafeiloaʻi o Tagata Faʻatau i le Phygital e avea ma galuega matagofie, o se fesuiaiga mo isi, e iloga i le tomai faapolofesa ma mea fou loloto. O lenei mamanu na manumalo i le A' Design Award Ario o se mea e iloga, ua mataʻina e aogā ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Nextgen Sme Primary Function: Poto Masani o le Faʻafeiloaʻi o Tagata Faʻatau i le Phygital o se mea e fiafia i ai le toatele, e fafagu ai manaʻoga, aumaia ai lagona lelei ma tupu ai le ofo.
I Tua o le Mamanu
Pepa Fa'asalalau
Fa'amaoniaga, sui o le 'au ma fa'amatalaga fa'atekinisi na saunia e le tagata mamanu.
- Uiga Fa'apitoa
- 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.
- Fua & Fa'apipi'i
- 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.
- Fa'ailoga
- #E2EZeroBasedDesign #E2EServiceAndExperienceDesign #HolisticSMEBanking #NextGenBankingSolution
- Tekonolosi Gaosiga
- 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.
- Lu'itau o le Mamanu
- 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.
- Su'esu'ega
- 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.
- Fa'aosofia
- 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.
- Umi o le Poloketi
- The design of project started in February 2023 and finished in August 2023 in Turkey, and was realised in January 2025.
- Pateni
- Copyrights belong to Akbank T.A.Ş, 2026.
- Sui o le 'Au
- Service Design and Process Development Team, Staff Channel Design Team
- Fa'aaloaloga o Ata
- 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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