Turkcell
TELECOMMUNICATION SECTOR / TURKEY
Insights
Design digital services focusing on human needs, not devices.
Consumers are increasingly living more digital lifestyles, turning to an array of mobile and non-mobile devices for entertainment, video, phone, financial services, payments, shopping and even virtual healthcare. The best designed digital services and applications, regardless of channel or device, are highly customer-centric. These services and apps offer experiences that not only delight the customer but also are easy to use, highly personalized and engender trust. Despite the technical functionalities of apps and services, they are engineered listening to the heart of the users, creating more rewarding and ultimately more human relationships between the customer and the provider. They’re designed for the people who use them, not for the devices themselves.
Consumers are increasingly living more digital lifestyles, turning to an array of mobile and non-mobile devices for entertainment, video, phone, financial services, payments, shopping and even virtual healthcare. The best designed digital services and applications, regardless of channel or device, are highly customer-centric. These services and apps offer experiences that not only delight the customer but also are easy to use, highly personalized and engender trust. Despite the technical functionalities of apps and services, they are engineered listening to the heart of the users, creating more rewarding and ultimately more human relationships between the customer and the provider. They’re designed for the people who use them, not for the devices themselves.
Revolutionizing Banking: Agile Transformation, In-house Design Studio & Comprehensive Mobile Marketplace Development
FINANCIAL SERVICES / TURKEY
QNB Finansbank is a dynamic player in the commercial banking sector, providing a range of services that span from investment and deposit products, personal and auto loans, to insurance, individual pension plans, and corporate banking solutions. With a reputation built on outstanding service and a proactive, innovative approach, the bank has swiftly ascended the ranks, placing fifth among private banks in terms of asset size as of 2004. This rapid progression signifies the bank's agility and determination in a traditionally conservative sector. Under visionary leadership, QNB Finansbank seeks to push the envelope further by transforming into a design-led organization. The bank's ambitious goal is to establish an in-house Design Studio and Innovation Hub, delivering exceptional experiences for both its customers and partners.
Insights
Embedding digital design capabilities in-house and embracing novel working methodologies holds the key to successful project execution. We can foster more engaging and meaningful interactions by centering design strategies around human needs rather than mere device compatibility. This insightful shift can revolutionize the way we conceive and deliver digital services
Idea
Establish an in-house design studio that will ignite a value-driven, execution-focused transformation. This initiative will prioritize the creation of enriching experiences, underpinned by a philosophy of customer-centricity, setting a new standard in design and operational excellence
Impact
Setting QNB Finansbank on a trajectory to become the best performing and the most respected bank in Turkey. By leveraging an exceptional user experience and the power of ecosystem marketplaces, we enable the bank to meet and exceed customer expectations, delivering unmatched, seamless customer journeys.
In the digital age, organizations can leverage design to their advantage on multiple levels, including enhancing customer relationships, unlocking innovation potential, and accelerating their speed to market.
This realization stems from the digital revolution that drastically altered business and consumer dynamics. The boundaryless world of the internet has escalated customer expectations to new heights, transcending traditional industry barriers. For example, the ease of booking a car-sharing service has led customers to expect an equally seamless online account opening process from their banks. In this digital era, competition is based on the level of customer experience rather than mere industry-specific offerings.
Hence, businesses must adopt a more people-centric approach, creating resonant and engaging user experiences. The application of human-centered design is instrumental in this transformation. By adopting a comprehensive and empathetic approach, designers can accurately identify customer needs and craft fitting solutions.
In this context, design is not merely a cosmetic enhancement but a strategic tool for businesses to connect more deeply with their customers, accelerate innovation, and keep pace with the rapid changes in the digital landscape.
A pivotal moment for QNB Finansbank was when the Board Members and CEO decided to spearhead a design and experience-driven innovation and transformation. Acknowledging that executive buy-in is a critical success factor for establishing in-house design capabilities, they showcased the company’s clear commitment, which significantly boosted the credibility of this endeavor.
However, the transformative journey didn't stop there. Recognizing the importance of cross-functional collaboration for generating impactful design solutions, QNB Finansbank fostered close ties between design, technology, operations, and business teams. In this innovative ecosystem, designers served as change agents, trusted and empowered to catalyze transformation across the organization.
To facilitate this transformation, we partnered with QNB Finansbank to build their design capabilities from the ground up.
Our collaborative efforts encompassed crafting the strategic blueprint and laying the groundwork for their in-house Design Studio, recruiting top design talent, and introducing cutting-edge work methodologies such as Enterprise Design Thinking and Agile. We also helped them outline the physical space requirements, ensuring an environment conducive to design-led innovation.
By putting design at the core of their organizational strategy and aligning it with a cross-functional synergy, QNB Finansbank is set on the path of continuous innovation, shaping superior customer experiences and boosting their competitive edge in the banking industry.
Through a strategic collaboration, IBM iX facilitated the establishment of an in-house Design Studio at QNB Finansbank, tailored to meet the bank's unique design execution needs. Beyond assembling a proficient team, we embedded best practices and cultivated an environment conducive to creative thinking and problem-solving.
In tandem, we crafted a proprietary QNB Finansbank Design Language System, a robust framework promoting consistency, efficiency, and high-quality user experience across the bank's digital platforms.
To bolster the bank's design competency, we conducted extensive training programs in Design Thinking and Service Design, empowering their teams to ideate, strategize, and implement superior design solutions independently.
Acknowledging the necessity of generating immediate value, we eschewed the comfort of a 'grace period' and instead leaped into action from the get-go. Our first endeavor was the co-creation phase for a new mobile banking app.
However, our vision for the app transcended conventional boundaries. We proposed a broader structural blueprint, transforming the app into a dynamic touch-point that could be customized to individual customer needs. Furthermore, we made the app an enticing platform for FinTech start-ups and innovators, equipping it with API and micro-services capabilities for an in-app marketplace structure.
These efforts demonstrated the immense value that a design-centric approach could bring from day one and paved the way for a future where QNB Finansbank could continually evolve and innovate in response to changing customer needs and market dynamics.
