With 10 branches in its network, Fidelity set out to shift the way customers interact and engage with the brand at retail locations, beginning with a new branch prototype.
Fidelity worked with Adrenaline to understand how to manage the best fit between efficiency in automation, and trust in one-on-one banking, specifically bridging the conversation between retail space that empowers customers, and technology that brings efficiency to their everyday.
Through Experience Mapping, we were able to remove the existing systems and processes leftover from the legacy banking experience and create an empowering branch space that embraced the best of both human and digital experiences, depending on what each customer set out to accomplish.
In working with Fidelity, Adrenaline helped the bank understand automation as a means of access, and human interaction as a means of guidance. Once these areas were identified, Adrenaline moved forward in designing a space that customers would feel self-sufficient, yet fully serviced in.
DESIGNING THE SOLUTION
The first design decision was the use of the entryway—should it boast the friendly presence of a customer service associate, or use technology to greet and guide customers? The solution was a flexible space that could hold an associate during peak hours in order to triage and direct, but not look “empty” when not in use.
Next was the teller line experience, which would include teller-assisted cash automation. Having just observed some larger banks deploying fully automated teller-less solutions, Fidelity knew its unique value included the customer experience its associates could provide. As such, the transaction area included both self-helping and help-seeking customer solutions. ITMs would allow customers to make withdrawals, deposits, and transfers, and Cash Recyclers enabled tellers to service customers needing further assistance.
In order to build out the architectural elements of Fidelity’s branch space, we developed several concurrent floor plan work screens that are built to fit the big picture, as well as the zones, paths, and points identified. Our team began defining the Architectural elements (blueprints, walls, doors), Interior elements (furniture, lighting fixtures), Millwork (overall visual experience, physical additions), as well as Branding and Retail Communication (messaging, graphic wraps).
The result was a white model turned 3D map that represented the various zones within the space, the decisions that reflected its customers as priority, as well as the branded considerations that made the space feel unique to Fidelity. Throughout every phase and zone of the project, Fidelity’s brand and business objectives remained at the strategic forefront.
With a desire to connect more accurately to its consumer needs and provide opportunities to bank more efficiently whenever possible, Fidelity was able to revisit the role of technology in its ever-evolving business model and develop a customized space that aligned with its unique goals for the future of banking. The result was a fully branded retail experience that helped bank customers achieve peace of mind, no matter the task at hand, in a space that catered to their every need.