Nextgen Sme ປະສົບການຕ້ອນຮັບລູກຄ້າແບບ Phygital by Akbank Service Design Team

Nextgen Sme ປະສົບການຕ້ອນຮັບລູກຄ້າແບບ Phygital by Akbank Service Design Team is a highly esteemed winner of the very prestigious 2026 A' Design Award ລະດັບເງິນ in ການອອກແບບແບບເມຕ້າ, ຍຸດທະສາດ ແລະ ການບໍລິການ Competition Category.

ເງິນການບໍລິການ· 2026

Nextgen Sme ປະສົບການຕ້ອນຮັບລູກຄ້າແບບ Phygital

by Akbank Service Design Team

Client: Akbank T.a.Ş

A' Design Award ລະດັບເງິນ Winner in ການບໍລິການ Category

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The Design

About Nextgen Sme ປະສົບການຕ້ອນຮັບລູກຄ້າແບບ Phygital

ການປ່ຽນລູກຄ້າໃຫ້ເປັນດິຈິຕອນ ແລະ ຜະລິດຕະພັນທີ່ຫຼາກຫຼາຍ ຖືກລວມເຂົ້າກັນຢູ່ໃນແພລດຟອມດຽວໂດຍທີມອອກແບບບໍລິການ Akbank ດ້ວຍວິທີການແບບ phygital ເພື່ອການເຂົ້າເຖິງນອກສາຂາ. ຕ່າງຈາກຄູ່ແຂ່ງ, ຊຸດຜະລິດຕະພັນຫຼາຍລາຍການທີ່ປັບແຕ່ງສະເພາະບຸກຄົນຖືກສະເໜີໃນຂັ້ນຕອນດຽວ, ຜ່ານທາງນັ້ນການເປີດໃຊ້ງານແບບດິຈິຕອນຂອງຜະລິດຕະພັນຫຼາຍເຖິງ 7 ລາຍການໄດ້ຖືກເປີດໃຊ້ໄດ້. ເຈ້ຍ ແລະ ການມີຕົວຕົນທາງກາຍະພາບຖືກກຳຈັດອອກຜ່ານການອະນຸມັດສັນຍາແບບດິຈິຕອນ, ເຊິ່ງຖືກແນະນຳວ່າເປັນຈຸດເລີ່ມຕົ້ນຂອງນະວັດຕະກຳການໃຊ້ງານຜ່ານມືຖືຂອງພວກເຂົາ. ຮູບແບບການຂາຍທີ່ອີງໃສ່ລາງວັນຖືກນຳໃຊ້ເພື່ອເພີ່ມທັງຄວາມເລິກຂອງຄວາມສຳພັນກັບລູກຄ້າ ແລະ ປະສິດທິພາບການຂາຍ.

The Recognition

About the A' Design Award ລະດັບເງິນ

Nextgen Sme ປະສົບການຕ້ອນຮັບລູກຄ້າແບບ Phygital ແມ່ນຜູ້ຊະນະ A' Design Award ລະດັບເງິນ ເຊິ່ງເປັນການຍອມຮັບທີ່ມີກຽດສູງເປັນພິເສດສຳລັບການອອກແບບຊັ້ນສູງ ທີ່ງົດງາມ ແລະ ປະທັບໃຈ. ຜູ້ຊະນະລະດັບເງິນແມ່ນຜົນງານທີ່ເຈີດຈ້າ ແລະ ສ້າງສັນຫຼາຍ ທີ່ສະແດງເຖິງຄວາມຊຳນານ ພອນສະຫວັນ ແລະ ຄວາມຄົມຄາຍຂອງຜູ້ອອກແບບ. Nextgen Sme ປະສົບການຕ້ອນຮັບລູກຄ້າແບບ Phygital ຖືກຄາດວ່າຈະເປັນຜົນງານແບບຢ່າງ ທີ່ເປັນມືອາຊີບຢ່າງຍິ່ງ ແລະ ມີນະວັດຕະກຳທີ່ເລິກເຊິ່ງ. ການອອກແບບທີ່ຊະນະລະດັບເງິນນີ້ແມ່ນການປະດິດທີ່ໂດດເດັ່ນ ແລະ ໄດ້ຮັບການຍົກຍ້ອງ ທີ່ປະກອບສ່ວນຂະຫຍາຍຂອບເຂດຂອງສິລະປະ ວິທະຍາສາດ ການອອກແບບ ແລະ ເຕັກໂນໂລຊີ. Nextgen Sme ປະສົບການຕ້ອນຮັບລູກຄ້າແບບ Phygital ເປັນຜົນງານທີ່ຫຼາຍຄົນອິດສາ ປຸກຄວາມປາດຖະໜາ ນຳຄວາມຮູ້ສຶກທາງບວກ ແລະ ກໍ່ໃຫ້ເກີດຄວາມອັດສະຈັນໃຈ.

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.