“We wanted to transform ourselves to be different. The expert guidance from I-AM provided us with a new level of experience to position our branches for customers financial wellbeing.”
Stefan Winkler Head of Network Transformation, BAWAG P.S.K.

Creating a Different Banking Experience for Bawag P.S.K

We worked with Bawag P.S.K. to transform their branch network, following the split from Austrian logistics and postal service provider Post office. Collaborating closely with the core project team, consulting Bawag P.S.K. head office, branch staff and customers along the journey, to create the ‘branch network of the future,’ addressing the everyday needs of their loyal, 2.2 million strong client-base, and also to improve the integration of their online services. A key component of the brief was to provide differentiation to local, national and international banks in highly competitive market, whilst creating a welcoming environment where customers feel at home, facilitating strong relationships with its existing clientele and attracting new customers. Based on this, we created a concept for three new branch formats – Flagship, Advice Centre and Kiosk – to address varying the customer needs across the Bawag P.S.K. network. We developed these formats through to implementation alongside local architects PPA, with the opening of the pilot branch at Mödling.

Mapping out and Analysing the Customer Journey

The transformation project began with in-depth research and an investigation phase, consisting of customer profiling, customer journey workshops, format strategy, stakeholder interviews and desk research.  Following this, we developed the ‘Distinctly Bawag’ concept, providing a social, welcoming, flexible branch design across three formats – Flagship, Advice Centre and Kiosk – all characterised by a sense of natural harmony, strength and stability, fitting with Bawag P.S.K.’s unmistakably Austrian brand values.  3,000 Bawag P.S.K customers and staff were consulted on the concept design, contributing ideas and suggestions to ensure the new network strategy works for them.

Bawag P.S.K Bank Branch Concept Design

The first format to be implemented was the Mödling Advice Centre branch, with more branches due for rollout in the near future. In the Mödling branch customers are initially drawn to the impactful welcome desk, an inviting centre point surrounded by a timber pergola and planting, from which they are directed to their particular service need. The space is flexible, fit for various uses focussing on financial advice – from private sound proofed meeting rooms, to small seating areas for waiting, or for casual one-on-one conversations with advisors over a coffee. Group tutorials talks and events such as the ‘Digital Learning Hour’ can be hosted by the light and airy community table at the front of the branch.  With self-service ATM’s located in small enclosure for privacy and accessible 24-7, along with the integration of digital services throughout the branch, a multitude of customer needs and missions are met.

What we did

• Customer Journey Analysis
• Experience Mapping
• Branch Network Strategy
• Digital Integration
• Interior design
• Signage & Application
• Branded Environments