Nextgen Sme Umsebenzi Ophambili: Amava e-Phygital Okwamkelwa kweeCustomer ngu-Akbank Service Design Team

Uyilo olubizwa ngokuba yi-Nextgen Sme Umsebenzi Ophambili: Amava e-Phygital Okwamkelwa kweeCustomer olwenziwe ngu-Akbank Service Design Team ngumwini obekekileyo webhaso elinobukhazikhazi le-2026 Ibhaso Lesilivere le-A' Design Award Kudidi Lokhuphiswano lwe-Uyilo lweMeta, iCebo kunye neNkonzo.

IsilivereInkonzo· 2026

Nextgen Sme Umsebenzi Ophambili: Amava e-Phygital Okwamkelwa kweeCustomer

ngu Akbank Service Design Team

Umxhasi: Akbank T.a.Ş

Umwini we-Ibhaso Lesilivere le-A' Design Award Kudidi Lwe-Inkonzo

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Umwini Webhaso Oqinisekisiweyo

Qinisekisa Isimo Sebhaso se-#181933

Jonga kwi-A' Design Award Uxwebhu Lweendaba Ibheji Yembasa

Imibala

Uyilo

Malunga ne-Nextgen Sme Umsebenzi Ophambili: Amava e-Phygital Okwamkelwa kweeCustomer

Isicatshulwa seNcwadi: Ukwenziwa kwedijithali kwabathengi kunye neemveliso ezahlukeneyo kudityaniswe kwiqonga elinye liqela le-Akbank Service Design Team ngendlela ye-phygital ukuze kufikeleleke ngaphandle kwamasebe. Ngokungafaniyo neenzaleli, iibhathi zeemveliso ezininzi ezenzelwe umntu ngamnye zinikezelwa kuntsinjelo enye, apho ukusetyenziswa kwedijithali kweemveliso ezifika kwisixhenxe kuyakwazekayo. Iphepha kunye nobukho obubonakalayo bususwa ngokuvunywa kwesivumelwano sedijithali, okwaziswa njengendawo yabo yokuqala yotshintsho lokusetyenziswa kweselula. Imodeli yentengiso esekelwe kumvuzo isetyenziswa ukwandisa kokubini ubunzulu bobudlelwane babathengi kunye nokusebenza kakuhle kwentengiso.

Ukuqatshelwa

Malunga ne-Ibhaso Lesilivere le-A' Design Award

Nextgen Sme Umsebenzi Ophambili: Amava e-Phygital Okwamkelwa kweeCustomer ngumphumeleli weIbhaso Lesilivere le-A' Design Award, ukuqatshelwa okuhlonitshwayo ngokungaqhelekanga okunikwa imiyilo yomgangatho ophezulu, entle nechukumisayo. Abaphumeleleyo beSilivere ziimveliso ezikhazimlayo kakhulu nezidala kakhulu ezibonisa ubungcali obuphawulekayo, italente nobukrelekrele babayili bazo. Nextgen Sme Umsebenzi Ophambili: Amava e-Phygital Okwamkelwa kweeCustomer iyathenjwa ukuba ibe ngumsebenzi omhle womzekelo, onobungcali obuphawulekayo nezinto ezintsha ezinzulu. Lo myilo uphumeleleyo weIbhaso Lesilivere le-A' Design Award yimveliso ebonakalayo kakhulu, ethandwayo enceda kwaye inyusa imida yobugcisa, inzululwazi, uyilo kunye nobuchwephesha. Nextgen Sme Umsebenzi Ophambili: Amava e-Phygital Okwamkelwa kweeCustomer yimveliso enomona omkhulu kuyo evusa iinqwenelo, izisa iimvakalelo ezintle kwaye ivuselela ukumangaliswa nokumangala.

Emva Koyilo

Ikhithi Yeendaba

Iziqinisekiso, amalungu eqela kunye neenkcukacha zobugcisa ezinikezelwe ngumyili.

Iimpawu Ezizodwa: 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.
Imilinganiselo nePakishini: 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.
Iithegi: #E2EZeroBasedDesign #E2EServiceAndExperienceDesign #HolisticSMEBanking #NextGenBankingSolution
Ubuchwepheshe Bokuvelisa: 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.
Umngeni Woyilo: 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.
Uphando: 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.
Inkuthazo: 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.
Ubude Beprojekthi: The design of project started in February 2023 and finished in August 2023 in Turkey, and was realised in January 2025.
Iipathenti: Copyrights belong to Akbank T.A.Ş, 2026.
Amalungu Eqela: Service Design and Process Development Team, Staff Channel Design Team
Amagunya Emifanekiso: 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.