Future Banking Experience
Transparente Bankprozesse für Nutzer und Berater
The omnipresent digitalization has radically changed our world in recent years and questioned traditional business models. As a result of freely available information and falling transaction costs, banking in particular has come under enormous pressure: ATMs, automated payment transactions, online banking and AI-controlled investment advice make visiting a bank branch and talking to a bank advisor superfluous for many people. Banks are evolving from being indispensable carriers of know-how into vicarious agents. So what can the banking of the future look like in a digitalized world that will create value for customers and companies alike? This is the question students of the Design Department at Darmstadt University of Applied Sciences are asking themselves in cooperation with Neugelb Studios, the internal service design agency of Commerzbank.
A study project in the field of Human-System-Interaction of the Design Department at Darmstadt University of Applied Sciences in cooperation with Neugelb Studios.
Die alles durchdringende Digitalisierung hat unsere Welt in den letzten Jahren radikal verändert und tradierte Geschäftsmodelle in Frage gestellt. Infolge frei verfügbarer Informationen und sinkender Transaktionskosten ist insbesondere das Bankwesen unter enormen Druck geraten: Geldautomaten, automatisierter Zahlungsverkehr, Online-Banking sowie AI-gesteuerte Anlageberatung machen für viele Menschen den Besuch einer Bankfiliale und das Gespräch mit einem Bankberater überflüssig. Banken entwicklen sich vom unabdingbaren Träger von Know-how zum Erfüllungsgehilfen. Wie kann also das Banking der Zukunft in einer digitalisierten Welt aussehen, das für Kunden und Unternehmen gleichermaßen wertstiftend ist? Mit dieser Frage beschäftigten sich Studierende des Fachbereichs Gestaltung der Hochschule Darmstadt in einer Kooperation mit den Neugelb Studios, der internen Service-Design-Agentur der Commerzbank.
Ein Entwurf im Lehrgebiet Human-System-Interaction des Fachbereichs Gestaltung der Hochschule Darmstadt in Kooperation mit den Neugelb Studios.
Transparente Bankprozesse für Nutzer und Berater
Design by Felicia Burger, Denise Genctürk, Yifeng Lin, Sandy Kauer und Murilo Fonseca
Supervision: Prof. Philipp Thesen (Human-System-Interaction)
Supervision: Prof. Philipp Thesen (Human-System-Interaction)
Situation
Even in the age of digitalization, the relationship between human and system remains a complex issue. In this way, both sides can be considered: Banks disguise their work processes and structures to the outside world and branch consultants often know little about the customers sitting in front of them and their life situation and cannot give individual advice. (New) customers are left in the dark and confronted with technical jargon. Only the most necessary information is forwarded and made available by the bank. With sensitive topics such as "finances", however, the customer wishes to be guided and informed in more detail. If this does not happen, a feeling of insecurity and a loss of trust in branch banks arises. Notifications and product dispatch are still sometimes sent by letter, so that customers notice far too late whether a process has worked or gone wrong - valuable time is lost. Currently, the data exchange between customer and bank seems to function linearly, so that even with simple communication with the bank advisor, important information such as individual life phases and goals is lost and must be communicated again when recurring contacts are made. This also has an impact on customer service on the part of the bank, as the retrieval of information from past conversations - such as a link to a product recommendation - has to be done manually by the customer.
Complication
In this case, we regarded the conclusion of a construction loan as an example process, as many people find this project particularly complicated and overburdening. There are many non-transparent internal processes that are not understood by customers and lead to questions and problems. Our research has also led us to the conclusion that 61% of customers research online and then go to the branch to complete the product. The more complex the product, the more personal contact is expected. It is therefore particularly important to optimise the transfer of information so that the process feels as simple and carefree as possible and you no longer feel that you have to explain your situation and problems to your consultant every time you visit a store.
Solution
The basis of this system offers a common database that can be viewed by both consultant and customer.
This includes features such as an overview in which the customer can follow exactly where he is in the process and which steps follow next. In order to avoid having to exchange all data again at each consultation, this system is also transferred to the store experience. The consultant should be comprehensively informed about the situation and the current process status of his customer in order to be able to help and advise him optimally in case of problems and questions.
This includes features such as an overview in which the customer can follow exactly where he is in the process and which steps follow next. In order to avoid having to exchange all data again at each consultation, this system is also transferred to the store experience. The consultant should be comprehensively informed about the situation and the current process status of his customer in order to be able to help and advise him optimally in case of problems and questions.
Our solution is based on existing furniture in Commerzbank's current flagship branches, such as those already to be found in Dresden or Mannheim. It consists of a modular object that fits on the seating and to which a tablet with the software solution can be attached. This enables the consultant and customer to look at the data together during the consultation and to communicate at eye level and to follow the process together.
On the one hand, the difficulty was that a comfortable sitting position had to be found in which both parties could look at a screen together without great effort or physical strain. It is just as important that the own comfort zone and a certain physical distance to the bank consultant are not neglected. The object has sufficient surface area so that important documents can be filed - if necessary still to be scanned. On the sides there are additional charging stations for smartphones or other electronic devices in order to offer comfort and convenience and to support the verification process using a smartphone.
Before the advisory meeting can begin and the bank advisor and the customer can look together at the confidential data of the customer, a verification must take place. This creates a feeling of privacy and security in the branch's room, as the database only appears on the screen once both parties have logged in and the consulting session can begin together.
Presentation
A study project in the field of Human-System-Interaction of the Design Department at Darmstadt University of Applied Sciences in cooperation with Neugelb Studios. As part of the cooperation, a contribution on Digital System Design was published in the publication series PAGE connect creative competence on the job description of Digital System Designers and on Digital System Design in Practice. The dossier can be downloaded here free of charge.
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