Prata Servizo · 2026
Nextgen Sme Función Primaria: Experiencia Phygital de Incorporación de Clientes
- A' Design Award de Prata 2026 in Servizo
- CLIENT: Akbank T.a.Ş
- Estimated Number of Design Views: 27,865
- Verification code 1F8DAD7DAB · Verify this award
Colors
About Nextgen Sme Función Primaria: Experiencia Phygital de Incorporación de Clientes
Texto do Libro: A dixitalización dos clientes e os diversos produtos intégranse nunha única plataforma polo Equipo de Deseño de Servizos de Akbank cun enfoque phygital para o acceso fóra das sucursais. A diferenza dos competidores, ofrécense paquetes multiproducto personalizados nun único fluxo, a través do cal se posibilita a activación dixital de ata 7 produtos. O papel e a presenza física elimínanse mediante a aprobación dixital de contratos, que se introduce como o seu primeiro punto de innovación no uso móbil. Emprégase un modelo de vendas baseado en recompensas co fin de aumentar tanto a profundidade da relación co cliente como a eficiencia das vendas.
About the A' Design Award de Prata
Nextgen Sme Función Primaria: Experiencia Phygital de Incorporación de Clientes gañou o A' Design Award de Prata, un recoñecemento enormemente prestixioso outorgado a deseños de gama alta, fermosos e impresionantes. Os gañadores Prata son obras tremendamente brillantes e sumamente creativas que ilustran a pericia, o talento e a agudeza sobresaíntes dos seus deseñadores. Espérase que Nextgen Sme Función Primaria: Experiencia Phygital de Incorporación de Clientes sexa unha obra marabillosa, escaparate de oficio, notablemente profesional e profundamente innovadora. Este deseño gañador do A' Design Award de Prata é unha invención moi notable e admirada que beneficia e fai avanzar os límites da arte, a ciencia, o deseño e a tecnoloxía. Nextgen Sme Función Primaria: Experiencia Phygital de Incorporación de Clientes é unha creación moi envexada que esperta desexos, achega sentimentos positivos e prende asombro e marabilla.
Press Kit
- Unique Properties
- 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.
- Dimensions & Packaging
- 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.
- Tags
- #E2EZeroBasedDesign #E2EServiceAndExperienceDesign #HolisticSMEBanking #NextGenBankingSolution
- Production Technology
- 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.
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- The design of project started in February 2023 and finished in August 2023 in Turkey, and was realised in January 2025.
- Patents
- Copyrights belong to Akbank T.A.Ş, 2026.
- Image Credits
- 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.
