A leading bank designed a new branch to optimize the connection between customers. They needed customer feedback within a live prototype experience. The objective was to evaluate how customers reacted to the new physical space based on appeal, navigation, the quality of the interaction, and whether or not it improved the experience.
Burke led an Accelerated Learning Lab® over several days with 100 customers. After walking through the physical prototype, customers rated key functional aspects: aesthetics, ease of transacting, appeal, and fit with the brand.
A subset of customers engaged in a qualitative discussion to learn more about what they liked or disliked, and the emotions and motivations behind their experiences.
Burke’s Accelerated Learning Labs® allowed for a comprehensive 360° view of the new branch design; customers provided their thoughts on the design, and researchers observed new/different behaviors.
Within two days, the bank understood customer reaction to the design, including: ease of navigation, comfort of the environment, and usefulness of educational information.
The team took away specific improvement opportunities, such as the need for more privacy—especially for certain banking needs—and ideas for how to make a better local connection.