This process spanned across a full day of observations in 3 different branches that have the highest foot traffic.

Included an analysis of observations done within 12+ branches across North and South Island of New Zealand by our research team, this was done to validate known themes that were 2 years outdated.

The initial problem statement received:

"Our customers don't understand our brand signs to guide them to get things done".

The above Design approach was taken to identify a wider view of problems that customers face when visiting physical branches. Allowing to break down full understand of the problems both our customers and bankers face.

Findings from observations included:

• Our brand teams are disconnected from our customers in the language they use.

• The font and sizing of our signs aren't easy to read in context to location.

• There is a lot of messaging that is irrelevant to customers.

• Our signs don't serve their original purpose, disconnection between offices and stores.

Synthesis of findings

These are a few snippets of findings. All statements have been turned into 'how might we' statements, played back during a collective lunch and learn session to the business.

People leaders, Tribe Leads, and Executive level management attended. The ask was, for these statements to be owned and put on a backlog of teams to be solved for.