Christopher Wright, design principal at figure3 and partner in charge of the Bank of Montreal account Retail banking customers reported feeling intimidated by the ‘institutional’ feel of traditional banks; they felt powerless over their own financial destiny. Instead, people were seeking open communication and access to products and services in a simple and transparent way – much like the online experience that they had come to rely upon. The need for customers to connect with their personal banking advisors to feel secure was a direct function of design research identifying a need for clarity in the banking experience. This became the backbone for all decisions surrounding the BMO redesign. The design strategy of confidence through clarity was achieved by: 1. Demystifying the banking experience and the meaning of money 2. Using consumer-centric language 3. Focusing on life-long partnerships vs. transactions “The new branches are designed with customer experience in mind, featuring layouts that remove physical barriers and ultimately foster deeper, more valuable advice-based conversations”. The result? A customer-centric network of branches, (including this 21,000 sf Flagship branch located in Toronto’s financial epicenter), that delivers what customers actually need from the retail banking experience: an open, welcoming and safe environment that encourages deep, valuable conversations with trusted advisors – the conversations that allow people to feel in control of their financial destiny. The open, accessible design principles of BMO’s neighborhood branches are at the core of a totally remodelled 21,000-square-foot flagship branch. The branch includes digital signage, tablets for use by customers, meeting pods, and a secure wireless network for the staff to move around the branch with laptops to open meeting areas or private meeting rooms.
Once inside, a completely open banking environment is revealed. By taking banking activities out of back rooms and into the open, customers feel empowered and integral to the banking experience. The open plan is defined by three distinct “hives” of banking activity, spaces articulated with custom furniture and millwork. These comfortable, open areas enhance the ability to exchange information in a fluid, collaborative way.
By breaking up the long, transactional ‘us vs. them’ counter and offering seating, traditional physical and emotional barriers are reduced and customers can share in a more collaborative interaction with staff. The meeting pods are a conscious nod to the delicate balance of transparency and privacy in a financial interaction. While the pods are situated within the open environment, the custom furniture offers acoustic and visual privacy in a comfortable, relaxed setting. Added mobile technology allows for movement between pods, streamlining information sharing. The inclusion of new omni-channel elements help make the transition from online to in-store more streamlined. Customers are offered a compatible banking experience with direct access to apps and online banking as well as in-store offerings.