Akbank Service Design Team ᱨᱮᱱᱟᱜ Nextgen Sme ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱯᱷᱟᱭᱡᱤᱴᱟᱞ ᱜᱟᱦᱠᱤ ᱚᱱᱵᱳᱨᱰᱤᱝ ᱟᱹᱴᱤᱡᱽ ᱫᱚ ᱥᱮᱵᱟ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2026 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱥᱮᱵᱟ· 2026
Nextgen Sme ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱯᱷᱟᱭᱡᱤᱴᱟᱞ ᱜᱟᱦᱠᱤ ᱚᱱᱵᱳᱨᱰᱤᱝ ᱟᱹᱴᱤᱡᱽ
Akbank Service Design Team ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Akbank T.a.Ş
ᱥᱮᱵᱟ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#181933 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Nextgen Sme ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱯᱷᱟᱭᱡᱤᱴᱟᱞ ᱜᱟᱦᱠᱤ ᱚᱱᱵᱳᱨᱰᱤᱝ ᱟᱹᱴᱤᱡᱽ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱚᱱᱚᱞ ᱚᱞ: ᱜᱟᱦᱠᱤ ᱰᱤᱡᱤᱴᱟᱭᱡᱮᱥᱚᱱ ᱟᱨ ᱨᱚᱜᱚᱢ ᱨᱚᱜᱚᱢ ᱡᱤᱱᱤᱥᱠᱚ ᱢᱤᱫ ᱯᱞᱮᱴᱯᱷᱚᱨᱢ ᱨᱮ ᱟᱠᱵᱟᱸᱠ ᱥᱟᱨᱵᱷᱤᱥ ᱰᱤᱡᱟᱭᱩᱱ ᱴᱤᱢ ᱦᱚᱛᱮ ᱯᱷᱟᱭᱡᱤᱴᱟᱞ ᱛᱚᱨᱡᱚ ᱛᱮ ᱡᱚᱲᱟᱣ ᱟᱠᱟᱱᱟ ᱡᱟᱦᱟᱸᱛᱮ ᱥᱟᱠᱷᱟ ᱵᱟᱦᱨᱮ ᱦᱚᱸ ᱥᱮᱰᱟᱭ ᱫᱟᱲᱮᱭᱟᱜ-ᱟ ᱾ ᱮᱴᱟᱜ ᱠᱚᱢᱯᱮᱴᱤᱴᱚᱨ ᱠᱷᱚᱱ ᱟᱞᱜᱟ, ᱱᱤᱡᱮᱨᱟᱜ ᱨᱚᱜᱚᱢ ᱨᱚᱜᱚᱢ ᱯᱨᱚᱰᱚᱠᱴ ᱵᱟᱱᱰᱚᱞ ᱢᱤᱫ ᱯᱨᱚᱵᱟᱦ ᱨᱮ ᱮᱢᱚᱜᱼᱟ, ᱡᱟᱦᱟᱸ ᱛᱮ ᱷᱟᱸᱴ ᱫᱷᱟᱹᱣᱛᱟᱜ 7 ᱜᱚᱴᱟᱝ ᱯᱨᱚᱰᱚᱠᱴ ᱨᱮᱭᱟᱜ ᱰᱤᱡᱤᱴᱟᱞ ᱮᱠᱴᱤᱣᱮᱥᱚᱱ ᱦᱩᱭᱩᱜᱼᱟ ᱾ ᱰᱤᱡᱤᱴᱟᱞ ᱠᱚᱱᱴᱨᱮᱠᱴ ᱢᱟᱱᱟᱣ ᱦᱚᱛᱮ ᱠᱟᱹᱜᱩᱡ ᱟᱨ ᱥᱟᱨᱤᱨᱤᱠ ᱛᱟᱦᱮᱸᱱ ᱚᱠᱚᱭ ᱟᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱩᱱᱠᱩᱣᱟᱜ ᱯᱩᱭᱞᱩ ᱢᱳᱵᱟᱭᱤᱞ ᱵᱮᱵᱷᱟᱨ ᱱᱟᱶᱟᱭᱩᱱ ᱠᱚᱛᱷᱟ ᱞᱮᱠᱟᱛᱮ ᱚᱰᱚᱠ ᱠᱟᱱᱟ ᱾ ᱜᱟᱦᱠᱤ ᱥᱟᱶ ᱥᱚᱢᱵᱚᱱᱫᱷᱚ ᱜᱷᱟᱲᱤᱡ ᱟᱨ ᱦᱟᱴᱤᱡᱤ ᱠᱟᱹᱢᱤᱦᱚᱨᱟ ᱵᱟᱲᱦᱟᱣ ᱞᱟᱹᱜᱤᱫ ᱨᱤᱶᱟᱨᱰᱼᱵᱮᱡᱰ ᱦᱟᱴ ᱢᱳᱰᱮᱞ ᱵᱮᱵᱷᱟᱨ ᱠᱟᱱᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Nextgen Sme ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱯᱷᱟᱭᱡᱤᱴᱟᱞ ᱜᱟᱦᱠᱤ ᱚᱱᱵᱳᱨᱰᱤᱝ ᱟᱹᱴᱤᱡᱽ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Nextgen Sme ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱯᱷᱟᱭᱡᱤᱴᱟᱞ ᱜᱟᱦᱠᱤ ᱚᱱᱵᱳᱨᱰᱤᱝ ᱟᱹᱴᱤᱡᱽ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- 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.
- ᱴᱮᱜ ᱠᱚ
- #E2EZeroBasedDesign #E2EServiceAndExperienceDesign #HolisticSMEBanking #NextGenBankingSolution
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The design of project started in February 2023 and finished in August 2023 in Turkey, and was realised in January 2025.
- ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- Copyrights belong to Akbank T.A.Ş, 2026.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Service Design and Process Development Team, Staff Channel Design Team
- ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- 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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