Nextgen Sme Wheako Whakauru Kiritaki Phygital nā Akbank Service Design Team

Ko te hoahoa Nextgen Sme Wheako Whakauru Kiritaki Phygital nā Akbank Service Design Team he kaitoa whakahirahira o te 2026 A' Design Award Hiriwa i te Wāhanga Whakataetae Hoahoa Whakarōpū, Rautaki me te Ratonga.

HiriwaRatonga· 2026

Nextgen Sme Wheako Whakauru Kiritaki Phygital

nā Akbank Service Design Team

Kiritaki: Akbank T.a.Ş

Kaitoa o te A' Design Award Hiriwa i te Wāhanga Ratonga

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Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #181933

Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Nextgen Sme Wheako Whakauru Kiritaki Phygital

Ka whakakotahihia te whakamamatirotanga o ngā kiritaki me ngā hua kanorau ki runga i te papaaho kotahi e te Rōpū Hoahoa Ratonga o Akbank mā te huarahi phygital hei uru atu i waho o ngā peka. Kāore e rite ki ngā hoa whakataetae, ka tukuna ngā paihere hua-maha whaiaro ki roto i te rerenga kotahi, mā tēnei ka taea te whakahohe matihiko o ngā hua tae atu ki te 7. Ka whakakorehia te pepa me te noho tinana mā te whakaaetanga kirimana matihiko, e whakauruhia ana hei tō rātou tino auahatanga tuatahi mō te whakamahi pūkoro. Ka whakamahia he tauira hoko e ahu mai ana i ngā utu whakawhiwhi hei whakanui i te hōhonu o te whanaungatanga kiritaki me te whaihua o te hoko.

Te Whakamihi

Mō te A' Design Award Hiriwa

Ko Nextgen Sme Wheako Whakauru Kiritaki Phygital te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Nextgen Sme Wheako Whakauru Kiritaki Phygital he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Nextgen Sme Wheako Whakauru Kiritaki Phygital he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: 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.
Inenga & Pēketanga: 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.
Tūtohu: #E2EZeroBasedDesign #E2EServiceAndExperienceDesign #HolisticSMEBanking #NextGenBankingSolution
Hangarau Whakanao: 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.
Wero Hoahoa: 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.
Rangahau: 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.
Whakaaweawe: 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.
Roanga o te Kaupapa: The design of project started in February 2023 and finished in August 2023 in Turkey, and was realised in January 2025.
Pātene: Copyrights belong to Akbank T.A.Ş, 2026.
Ngā Mema o te Rōpū: Service Design and Process Development Team, Staff Channel Design Team
Whakamana Whakaahua: 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.