The sleek and minimalist ‘black-box’ branch design creates a stage for the new digital applications to entirely fill the retail space, as well as offering a high degree of flexibility for the introduction of new digital features.
Activities such as cash withdrawal and face-to-face customer service are provided towards the rear of the branch, while digital applications are placed near the front, to attract new customers inside.
We then designed a digital prototype branch featuring a number of innovations, including large interactive touch walls, touch table applications, iPad interfaces and digital signage, integrated with standard banking functions.
Working in partnership with retail design consultancy FDP, Industry conducted market research to identify attitudes to banking within the target demographic and discover how interactive applications could transform the in-branch banking experience.
Immersive, interactive content experiences
The resulting space is high-energy, high-impact and futuristic; a step-change from traditional banking spaces. The innovations included touch tables, which included an interactive FAQ and a financial planning game. For the giant interactive wall and for iPhone, we developed a new approach to customer service that offered more flexibility and control to customers.
Easy-to-use iPad interfaces provide convenient browsing content and useful video tutorials on how to use CBD’s online banking systems. The use of touch-screen technology throughout the branch creates immersive, interactive content experiences that bring the bank’s products and values alive. By combining these capabilities with existing queue-calling systems, the customer experience is streamlined and made more rewarding.
As part of its strategy to appeal to a younger demographic and secure a new retail customer pipeline, the Bank wanted to reinforce its image as the market leader in the use of modern technology.
Innovations validated through research
Commercial Bank of Dubai (CBD) is a major retail banking institution in the UAE. As with many banks, CBD had been successful in redeveloping its online banking offer, through smartphone apps, social media and a new website. The banking experience in-branch, however, had not changed.
From these initial applications, we created a digital branch strategy and roll-out plan to provide a blueprint of how the new digital banking experience would be made available across the branch network.
The CBD Digital account enables new-to-bank customers to open a CBD account instantly, using just their Emirates ID in less than 10 clicks, at their convenience, anytime and from anywhere and enjoy amazing rewards for their day-to-day banking.
The CBD Digi Smiles account offers great rewards through Smiles Points for banking transactions along with monthly and quarterly draws to win up to one million Smiles points every quarter. Whereas, the CBD Digi account offers CBD reward points for transactions along with monthly and quarterly draws with prizes, ranging from the latest Huawei fold phone to other smart phones and accessories.
Moreover, the app makes banking even more convenient with its smart alerts and notifications, the ability to report and block lost or stolen cards and spending insights to enhance financial wellness.