Service Design Research On The New-type Bank

With the development of technology,changes of customer requirements and theaggravation of industrial competition,domestic commercial bank start to explore thethird transformation and updating of bank outlets. Bank outlets are transforming form“trading center” model to “retail store” model. There is a big debate about the methodand strategy of bank outlets transformation in banking industry. Because there is notheory and model that bank can learn form, the actual operation of transformation isnot enough to solve problems banks face.This paper try to combine the theory of service design and the actual operation ofthe third bank outlets transformation. On the basis of service design theory, the papermake a research on service provider (bank) and service receiver (customer) to findbuilt-in problems and set design target in the first step. Then according to the analysesand design of service touch-points, make a research on the whole service process ofbank outlets, confirm and analyses touch-points to find programs that should beredesigned and get the entry point and starting point for new bank service design inthe second step. In the last step, this paper use methods of industrial design,interaction design, UI design and interior design to assess and design every programrelated to service touch-points.This paper takes the bank of communications as a practice of new type bank outletsservice design. By combining theory and practice, the paper will show clearly theprocess and method of new type bank outlets service design and get a complete set ofdesign solutions that can give a good reference to the third bank outletstransformation and updating.