Nextgen Sme Primarna funkcija: Phygital iskustvo uvođenja korisnika by Akbank Service Design Team is a highly esteemed winner of the very prestigious 2026 Srebrna nagrada A' Design Award in Uslužni Dizajn Competition Category.
SrebroUsluga· 2026
Nextgen Sme Primarna funkcija: Phygital iskustvo uvođenja korisnika
Client: Akbank T.a.Ş
Srebrna nagrada A' Design Award Winner in Usluga Category
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The Design
About Nextgen Sme Primarna funkcija: Phygital iskustvo uvođenja korisnika
Tekst knjige: Akbankov tim za dizajn usluga integrirao je digitalizaciju korisnika i raznolike proizvode na jednu platformu koristeći phygital pristup za pristup izvan poslovnica. Za razliku od konkurenata, personalizirani paketi s više proizvoda nude se u jedinstvenom tijeku, kroz koji je omogućena digitalna aktivacija do 7 proizvoda. Papir i fizička prisutnost eliminiraju se putem digitalnog odobravanja ugovora, koje se predstavlja kao njihova prva inovacija mobilnog korištenja. Primjenjuje se prodajni model temeljen na nagradama kako bi se povećala dubina odnosa s korisnicima i učinkovitost prodaje.
The Recognition
About the Srebrna nagrada A' Design Award
Nextgen Sme Primarna funkcija: Phygital iskustvo uvođenja korisnika je pobjednik Srebrne nagrade A' Design Award, izuzetno prestižnog priznanja koje se dodjeljuje vrhunskim, veličanstvenim i dojmljivim dizajnima. Srebrni pobjednici iznimno su briljantna i vrlo kreativna djela koja ilustriraju izuzetnu stručnost, talent i oštroumnost svojih dizajnera. Očekuje se da Nextgen Sme Primarna funkcija: Phygital iskustvo uvođenja korisnika bude divno, reprezentativno djelo koje je izuzetno profesionalno i duboko inovativno. Ovaj dizajn koji je osvojio Srebrnu nagradu A' Design Award vrlo je zapažen, nadaleko cijenjen izum koji koristi i pomiče granice umjetnosti, znanosti, dizajna i tehnologije. Nextgen Sme Primarna funkcija: Phygital iskustvo uvođenja korisnika je kreacija kojoj se mnogi dive i zavide, koja budi želje, donosi pozitivne osjećaje i raspiruje čuđenje i divljenje.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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.
- Team Members
- Service Design and Process Development Team, Staff Channel Design Team
- 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.
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