Drawing new relational experiences in banking world

Today we require more from our banks. We want them to be more human and to create an engaging, transparent and foreseeable relationship. We expect useful services provided with the highest quality and anticipation in order to save time.

We worked as part of the bank’s transformation program to bring to life one of their evolution hypothesis: a new shared space between prospects, clients and bank advisors.


  • Embrace human-centered design in the whole organization
  • Create new products and services improving client experiences


We adopted a human-centered approach analyzing prospects, clients and advisors’ expectatives, needs and desires.

We started by setting the ambition of the project:

Propose a unique experience for prospects/clients and banking advisors based on individualized, continued and anticipated dialogues regardless of the environment.


Synthesizing the observation and immersion phase, we defined 4 usage models who appeared more adapted than persona. Everyone has a banking usage, defined by the relation more than by socio demographic characteristics.

We chose to illustrate the experience of buying a car for each usage model formulated.

Experience map

And finally we illustrated each use case, modeling our hypothesis for evolutions. A first step to prototype the relational model since illustrations allow a better description of human relationship, emotions and feelings. They enable empathy, and open up the debate.

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