BRANCHING OUT:
UPDATING BANK BRANCH DESIGN AND AMENITIES
At-A-Glance
Conduct experience audit of pilot branch design.
Develop personas based on active and passive users to inform branch services.
Collect customer feedback to find out how to improve branch design and services.
The Challenge
We see self-serving technology everywhere: self-checkouts at grocery stores, price scanners at retail stores, and mobile bank deposits right from your phone. What is the role of a bank teller in a world where many access their accounts virtually?
An international bank wanted to update its branch design and services for better support and awareness among their core target.
The Experience Solution
1) Experience Audit of Pilot Branch Design
We established personas for active and passive users in addition to understanding the area demographics to provide a foundation for recommendations.
2) On-Location Engagement with Target Consumers
Our team conducted interviews to see what would entice customers to utilize the new features, and learned what they were already using. This intel informed future branch design and amenities.
3) Virtual Focus Groups
EBG presented mood boards and amenity configurations to focus groups to understand perspectives and opinions. These helped the bank's team make operational and design decisions for future locations.
The EBG Impact
The ExperienceBuilt Group’s research informed the layout of the space, used as the template for future branch design. Evaluating consumer preferences helped define staff roles and guided the planning of in-branch activities. Overall, the bank gained the confidence to plan amenities at future branches that meet the high standards of their target consumer.
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