Nextgen Sme Fungsi Utama: Pengalaman Orientasi Pelanggan Phygital by Akbank Service Design Team

Perak Layanan · 2026

Nextgen Sme Fungsi Utama: Pengalaman Orientasi Pelanggan Phygital

by Akbank Service Design Team

A' Design Award Perak 2026 in Layanan
CLIENT: Akbank T.a.Ş
Estimated Number of Design Views: 27,865
Verification code 1F8DAD7DAB · Verify this award

View at A' Design Award Press Release

Colors

About Nextgen Sme Fungsi Utama: Pengalaman Orientasi Pelanggan Phygital

Teks Buku: Digitalisasi pelanggan dan beragam produk diintegrasikan dalam satu platform oleh Tim Desain Layanan Akbank dengan pendekatan phygital untuk akses di luar cabang. Tidak seperti para pesaing, paket multi-produk yang dipersonalisasi ditawarkan dalam satu alur, yang melaluinya aktivasi digital hingga 7 produk dimungkinkan. Kertas dan kehadiran fisik dihilangkan melalui persetujuan kontrak digital, yang diperkenalkan sebagai inovasi titik penggunaan seluler pertama mereka. Model penjualan berbasis penghargaan diterapkan guna meningkatkan baik kedalaman hubungan pelanggan maupun efisiensi penjualan.

About the A' Design Award Perak

Nextgen Sme Fungsi Utama: Pengalaman Orientasi Pelanggan Phygital adalah pemenang A' Design Award Perak, pengakuan yang sangat bergengsi yang diberikan kepada desain kelas atas yang indah dan mengesankan. Pemenang Perak adalah karya yang sangat cemerlang dan sangat kreatif yang menggambarkan keahlian, bakat, dan ketajaman luar biasa para desainernya. Nextgen Sme Fungsi Utama: Pengalaman Orientasi Pelanggan Phygital diharapkan menjadi karya yang menakjubkan, etalase keahlian, sangat profesional, dan sangat inovatif. Desain pemenang A' Design Award Perak ini adalah penemuan yang sangat menonjol dan dikagumi yang bermanfaat bagi dan memajukan batas-batas seni, sains, desain, dan teknologi. Nextgen Sme Fungsi Utama: Pengalaman Orientasi Pelanggan Phygital adalah kreasi yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif, dan memercikkan keheranan dan kekaguman.

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.