Akbank Service Design Team 的作品 Nextgen Sme 主要功能：虚实融合的客户入门体验

设计师 Akbank Service Design Team 的作品 Nextgen Sme 主要功能：虚实融合的客户入门体验荣获了极具声望的 2026 A' Design Award 银奖，竞赛类别为元设计、战略与服务设计。

银服务· 2026

Nextgen Sme 主要功能：虚实融合的客户入门体验

设计师： Akbank Service Design Team

客户: Akbank T.a.Ş

服务类别A' Design Award 银奖获奖者

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关于 Nextgen Sme 主要功能：虚实融合的客户入门体验

图书文本：Akbank服务设计团队采用虚实融合的方式，将客户数字化与多元化产品整合于单一平台，实现网点外的便捷接入。与竞争对手不同，个性化的多产品组合在单一流程中呈现，通过该流程可完成多达7款产品的数字化激活。通过数字合同审批，纸质文件和实体到场得以取消，这也是其在移动端应用创新方面的首个突破点。此外，团队采用基于奖励的销售模式，以同时提升客户关系深度和销售效率。

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关于A' Design Award 银奖

Nextgen Sme 主要功能：虚实融合的客户入门体验是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Nextgen Sme 主要功能：虚实融合的客户入门体验将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Nextgen Sme 主要功能：虚实融合的客户入门体验是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

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由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: 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.
标签: #E2EZeroBasedDesign #E2EServiceAndExperienceDesign #HolisticSMEBanking #NextGenBankingSolution
生产技术: 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.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: The design of project started in February 2023 and finished in August 2023 in Turkey, and was realised in January 2025.
专利: Copyrights belong to Akbank T.A.Ş, 2026.
团队成员: Service Design and Process Development Team, Staff Channel Design Team
图片版权: 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.