Radically Re-imagining Customer Experience.
Bank of New Zealand / Out Of The Box
Product ideation, Customer Experience and Retail Transformation.
BNZ sought a new way of offering products and starting conversations ‘in store’ to shift the performance of their retail footprint – the resulting system is known as Out Of The Box Banking (OOTB). The bank wanted to merchandise a growing range of products, and set out to improve 'per sq meter' and 'by staff member’ sales metrics. Extensive customer insight and in store learning’s from early prototypes suggested the strategy, product roadmap and merchandising model for OOTB.
This was part of a broader initiative to integrate their channels with a view to becoming more accessible, relevant and valuable to a wider range of New Zealanders and businesses.
> Make products tangible – Services and products made tangible through OOTB, the Bank provided a whole new way for customers to interact with its products.
> Insight shapes offer – customer testing tuned value proposition, range, service experience and brand execution
> User led approach – design research clarified opportunity and offer shape followed by prototyping, iterative development and testing to validate
> Growth platform – The project’s objective was to provide a solid platform for future customer growth and staff engagement.
> Integration and engagement – Improve retail engagement and drive retail sales metrics, revolutionise experience to align to retail transformation initiative
> Increased average number of sales staff make each week
> Improved customer stickiness, as measured by the average number of sales per sales interaction
> Positive staff feedback saying the OOTB system is an effective sales and service tool, customers interacted well with the system and the system is simple to use
> The Bank has also transformed the way its people sell products therefore maximising the return on their retail footprint
> Leveraged insights to ensure the end result met the needs of their core customer groups and the staff in the Banks 180 branches.
> We undertook a UX review of current state, ideated a range of future options (against user, product and CX principles) which were prototyped and tested - across customer value, staff engagement, merchandising and product offer
> Delivered user research, validated prototypes, product development roadmap, merchandising systems, Staff engagement tools
> insights distilled down the value of the offer to four concepts that are reflected in the final merchandising and furniture design, the new modular system, the product range itself and the core product information tiers.
The new OOTB solution encapsulated:
> New OOTB packaging design changing both its form and look
> New product and advice content to fit the new OOTB structure
> New merchandising fixtures
> Flexible application to 180 Stores.
How might we improve retail engagement and drive better sales metrics.
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- Collateral Systems
- Current / Future State Mapping
- Experience Mapping
- Information Architecture (IA)
- Interaction Design
- Packaging / Merchandising
- Retail Design
- Signage Systems