Nextgen Sme フィジタル顧客オンボーディング体験 by Akbank Service Design Team

Nextgen Sme フィジタル顧客オンボーディング体験 by Akbank Service Design Team is a highly esteemed winner of the very prestigious 2026 A' Design Award 銀賞 in メタ・戦略・サービスデザイン Competition Category.

銀サービス· 2026

Nextgen Sme フィジタル顧客オンボーディング体験

by Akbank Service Design Team

Client: Akbank T.a.Ş

A' Design Award 銀賞 Winner in サービス Category

27,865
Verified Award Winner
Verify Award Status for #181933

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nextgen Sme フィジタル顧客オンボーディング体験

アクバンク・サービスデザインチームは、支店外からのアクセスに対応するフィジタルアプローチにより、顧客のデジタル化と多様な製品を単一のプラットフォームに統合しました。競合他社とは異なり、パーソナライズされたマルチ製品バンドルを単一のフローで提供し、これを通じて最大7製品のデジタルアクティベーションを可能にしています。デジタル契約承認により紙と物理的な立ち会いを排除し、これは同社初のモバイル利用イノベーションのポイントとして導入されました。顧客関係の深さと販売効率の両方を高めるため、リワードベースの販売モデルを採用しています。

The Recognition

About the A' Design Award 銀賞

Nextgen Sme フィジタル顧客オンボーディング体験は、見事で印象的なハイエンドのデザインに授与される、非常に権威ある評価である A' Design Award 銀賞の受賞作品です。銀賞の受賞作品は、きわめて輝かしく創造性に富んだ作品であり、デザイナーの傑出した専門知識、才能、洞察力を示しています。Nextgen Sme フィジタル顧客オンボーディング体験は、素晴らしい代表作であり、驚くほどプロフェッショナルで、深く革新的であることが期待されます。この A' Design Award 銀賞を受賞したデザインは、非常に注目すべき称賛される発明であり、芸術・科学・デザイン・技術の境界に寄与し、それを前進させます。Nextgen Sme フィジタル顧客オンボーディング体験は、多くの人に羨まれる創造物であり、欲求を呼び覚まし、前向きな感情をもたらし、驚きと感嘆を灯します。

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.