Research On The Smart Banking Service Design Based On The Peak-End Rule

With the rapid changes in the financial environment,banking industry needs strategic transformation very much.However,the lagging service model of the current banks contradicts with the rising service design model.Facing various challenges,the banking industry is in urgent need of service model upgrades and intelligent transformation to meet new financial needs of customers.At present,most of the solutions of academia and industry are concentrated in the above two independent directions without thinking about the combination of the two ideas.This project is supported by the Guangzhou Development Center of the China Construction Bank.We explore the combination of banking service model upgrade and intelligent transformation based on existing applications.In this paper,we analyze the smart transformation cases in the financial industry,review the relevant knowledge of the smart banking and summarize the development trend of the smart banking.Also we overview the service design and the peak-end rule and describe the application value of the theory in the subject.Based on the existing process of “discovering,locating,establishing,producing”,we propose the specific design process and method based on the peak-end rule.Under the guidance of the above methods,we discovery problems through qualitative research and identify young people as our target customers and the retail business as our target business.Then we generate the target user portrait.Furthermore,we visualize the customer journey of the traditional wealth management business and measure all the contact points.By analyzing the contact points at each stage,we confirm the consultation and processing stage as the “peak” stage and increase the subsequent stage to the “end” stage.We acquire the specific design opportunities according to the “peak” stage and “end” stage,and finally define the intelligent assistant platform as our design direction combining with the development trend and user portraits.Based on the design positioning,we propose four strategies of smart banking service design.We construct a virtual service system and its technical architecture with an intelligent assistant.We take the scene of young customer's wealth management business as an example to redesign the customer journey which meets the peak-end rule.Then we conduct the detailed design of the assistant image,physical network division,financial robot,digital banking prototype and membership system.Finally,we carry out a comparative research on mobile phone management business and evaluate the effect of design scheme based on peak-end rule.The evaluation results show that the proposed design scheme of optimizing the final stage can basically determine the feasibility and value of combining the peak-end rule with service design.