Nextgen Sme Primary Function: Uburambe bwo Kwakira Abakiriya mu Buryo bwa Phygital na Akbank Service Design Team

Umushinga Nextgen Sme Primary Function: Uburambe bwo Kwakira Abakiriya mu Buryo bwa Phygital wa Akbank Service Design Team ni uwatsinze igihembo cyubahwa cyane 2026 Igihembo cya A' Design Award cya Ifeza mu Cyiciro cy'Ihiganwa cya Serivisi.

IfezaSerivisi· 2026

Nextgen Sme Primary Function: Uburambe bwo Kwakira Abakiriya mu Buryo bwa Phygital

na Akbank Service Design Team

Umukiriya: Akbank T.a.Ş

Uwatsinze Igihembo cya A' Design Award cya Ifeza mu Cyiciro cya Serivisi

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Uwatsinze Igihembo Yemejwe

Emeza Uko Igihembo Gihagaze ku #181933

Reba kuri A' Design Award Itangazo ry'Ikinyamakuru Ikimenyetso cy'Igihembo

Amabara

Imigereranyo

Ibyerekeye Nextgen Sme Primary Function: Uburambe bwo Kwakira Abakiriya mu Buryo bwa Phygital

Book Text: Ikoranabuhanga ku bakiriya n'ibicuruzwa binyuranye byahujwe kuri platifomu imwe n'ikipe ya Akbank Service Design ikoresheje uburyo bwa phygital kugira ngo babigereho hanze y'amashami. Bitandukanye n'abakinnyi bandi bahatana, imifuka y'ibicuruzwa byinshi byabugenewe itangwa mu nzira imwe, ikoresheje uburyo bwo gukoresha ibicuruzwa bigera kuri 7 mu buryo bwa digitale. Impapuro n'ukuhaba mu buryo bufatika byavanyweho binyuze mu kwemeza amasezerano mu buryo bwa digitale, byashyizweho nk'ikimenyetso cyabo cya mbere cyo guhanga udushya mu ikoreshwa rya mobayile. Uburyo bwo kugurisha bushingiye ku bihembo bukoreshwa kugira ngo bwongere ubujyakuzimu bw'imibanire n'abakiriya n'ubushobozi bwo kugurisha.

Ishimwe

Ibyerekeye Igihembo cya A' Design Award cya Ifeza

Nextgen Sme Primary Function: Uburambe bwo Kwakira Abakiriya mu Buryo bwa Phygital ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. Nextgen Sme Primary Function: Uburambe bwo Kwakira Abakiriya mu Buryo bwa Phygital biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Nextgen Sme Primary Function: Uburambe bwo Kwakira Abakiriya mu Buryo bwa Phygital ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.

Inyuma y'Imigereranyo

Dosiye y'Itangazamakuru

Amazina y'abagize uruhare, abagize itsinda n'amakuru y'ubuhanga byatanzwe n'umuhanzi.

Ibintu Bidasanzwe: 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.
Ibipimo n'Ipaki: 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.
Ibibazo Fatizo: #E2EZeroBasedDesign #E2EServiceAndExperienceDesign #HolisticSMEBanking #NextGenBankingSolution
Ikoranabuhanga ryo Guteza Imbere: 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.
Ikibazo cy'Ishusho: 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.
Ubushakashatsi: 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.
Ibyatumye Habaho: 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.
Igihe cy'Umushinga: The design of project started in February 2023 and finished in August 2023 in Turkey, and was realised in January 2025.
Patente: Copyrights belong to Akbank T.A.Ş, 2026.
Abagize Itsinda: Service Design and Process Development Team, Staff Channel Design Team
Abafotoye: 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.