Challenge: A regional bank launched new branch designs/redesigns throughout Massachusetts.

Objective: To better understand the value of the new designs/redesigns on branch engagement including impact on brand perceptions and the customer/employee experience.

Solution: Across a variety of branches, walk-through interviews were conducted with key customer audiences and employees. Specifically, the study explored customers and employees mindsets’ towards the newly designed/re-designed branches in terms of its potential impact on banking behavior, overall impact on perceptions of the brand, and impact on purchase consideration of new products/services from the bank and future branch usage.

Result: Results of this study were used to provide guidance for fine-tuning existing new/re-designed branches, as well as recommendations for bank branch designs.