Nextgen Sme Primārā funkcija: Fiziski digitāla klientu uzņemšanas pieredze by Akbank Service Design Team is a highly esteemed winner of the very prestigious 2026 Sudraba balva A' Design Award in Meta, stratēģiskais un pakalpojumu dizains Competition Category.
SudrabaPakalpojums· 2026
Nextgen Sme Primārā funkcija: Fiziski digitāla klientu uzņemšanas pieredze
Client: Akbank T.a.Ş
Sudraba balva A' Design Award Winner in Pakalpojums Category
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The Design
About Nextgen Sme Primārā funkcija: Fiziski digitāla klientu uzņemšanas pieredze
Grāmatas teksts: Akbank pakalpojumu dizaina komanda ir integrējusi klientu digitalizāciju un daudzveidīgus produktus vienotā platformā ar fiziski digitālu (phygital) pieeju, lai nodrošinātu piekļuvi ārpus filiālēm. Atšķirībā no konkurentiem, personalizēti vairāku produktu komplekti tiek piedāvāti vienotā plūsmā, kuras ietvaros tiek nodrošināta līdz pat 7 produktu digitālā aktivizēšana. Papīrs un fiziska klātbūtne tiek novērsti, izmantojot digitālu līguma apstiprināšanu, kas tiek ieviesta kā viņu pirmais mobilās lietošanas jauninājums. Uz atlīdzību balstīts pārdošanas modelis tiek izmantots, lai palielinātu gan klientu attiecību dziļumu, gan pārdošanas efektivitāti.
The Recognition
About the Sudraba balva A' Design Award
Nextgen Sme Primārā funkcija: Fiziski digitāla klientu uzņemšanas pieredze ir Sudraba balvas A' Design Award ieguvējs, ārkārtīgi prestiža atzinība, ko piešķir augstākās klases, krāšņiem un iespaidīgiem dizainiem. Sudraba ieguvēji ir ārkārtīgi spožas un ļoti radošas izpausmes, kas parāda to dizaineru izcilo kompetenci, talantu un asredzību. Sagaidāms, ka Nextgen Sme Primārā funkcija: Fiziski digitāla klientu uzņemšanas pieredze būs lielisks, paraugdarbs, ļoti profesionāls un dziļi inovatīvs. Šis ar Sudraba balvu apbalvotais dizains ir ievērojams, apbrīnots izgudrojums, kas palīdz paplašināt mākslas, zinātnes, dizaina un tehnoloģiju robežas. Nextgen Sme Primārā funkcija: Fiziski digitāla klientu uzņemšanas pieredze ir radījums, kam daudzi apskauž, kas modina vēlmes, rada pozitīvas izjūtas un raisa izbrīnu un apbrīnu.
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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