Unlocking the future of banking
The central question that concerns the financial industry in the digital age is: are local bank branches as we know them still relevant at all? In an environment where competitors have a radical focus on online banking. Where automation is becoming increasingly important. And, to save costs, personal advice for customers tend to take a back seat. Self-service rather than personal contact – this is the credo of digital disruptors. But what does this mean for a traditional hanseatic bank that places personal connections at the very core of its brand? And how can a physical connection to customers be maintained with a digital product?
Our strategic approach was to translate these brand values into a relevant promise for a digital service. The result is the holistic implementation of an innovative, new product: kiekmo. Various applications establish Haspa as a central point of reference in the neighborhood that provides free services extending beyond standard financial services. With a mobile app, a corresponding website and terminals in branches, kiekmo allows customers to rediscover and experience the area where they live. A content platform provides users with hyperlocal editorial content – tailored for their respective neighbourhood. The second part of the concept that extends the digital connection into the physical world are smart lockers: a secure, flexible way to store and share items. The lockers can be used by everyone free of charge, initiating connections and triggering conversations between people in the area.
kiekmo – a jack of all trades: app, website, terminals! From accessing tailored content feeds and managing a user profile to reserving and opening lockers to stimulate interactions with neighbours, kiekmo opens the door to an entire world of added value.
One table, one goal, one team: Haspa was fully involved in the process from the outset. As a result, it was possible to create solutions quickly and efficiently at every stage, following an agile workflow – as is necessary for projects of such complexity.
Useful symbiosis! The main focus was on linking various technical and thematic areas – the aim was to bring together content and the locker system in a single app. Interdisciplinary teams worked on exploring every eventuality using countless user flows, prototypes and regular user tests.
Create a fresh, authentic brand that appeals to a broad target group: name, logo, colours and typography. Every aspect of the project was designed from scratch, with no ties to existing Haspa branding – a very warm welcome to kiekmo!
“Kiek mo” is a colloquial German phrase that could be translated as ‘Looky here!’ – but there is more to it that mere chitchat: activation, suggestions, local matters! It can also be scaled up given the local link: kiekmo.hamburg. To ensure that the app takes off quickly and shows people it is full of curiosity, navigation skills and love of freedom, there is a constant companion in the form of a seagull.
Hello there! Delightful illustrations and animations reveal to users how useful and easy to operate the lockers are in a visual manner.
Making an impression: profiles form the basis of the community in each neighbourhood. Virtual and real. They allow users to show their faces next to any content – be it a comment or a conversation with other locals about the lockers.
Your neighbourhood – your news. All content is tailored to the user and his or her immediate environment: articles, statistics and important information. From a construction site around the corner to the favourite café of a local actor, kiekmo allows the people of Hamburg to experience their surroundings with fresh eyes.
Function meets design: The security boxes have been designed so that they can be neatly integrated into branches while still standing out on their own. Technical aspects were always considered alongside questions pertaining to the design – closing mechanisms and their compatibility with the app.
A treat for the eyes and the hand: from finding or reserving a locker to sending a code to someone else in the area – semantic transitions and careful prototyping make the app an absolute joy to use and remind of state-of-the-art digital experiences.
Key moments: whether they are used to drop off some shopping or to store something, the lockers can be operated without jumping through hoops – even for those who are not online. People can also use a code to manage the locker of their choice.
Well integrated in the neighbourhood on any device. The website provides editorial content that is accessible to anyone. Whether they are using a mobile device or a desktop computer, users will always find the best user experience. Furthermore, an online presence allows a wider reach through Facebook, bringing more potential users into contact with kiekmo.
A big reach for the seagull: to make every member of the neighbourhood a potential user, kiekmo has also been optimised for the Google operating system at every stage of the process.
The word is out! In addition to print advertising in the customer magazine, kiekmo is being promoted with a local campaign through material on site – from folders to striking banners. A vivid social media presence allows an active engagement of users and ensures media attention. Here’s wishing the seagull a swift flight!