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CIMB Niaga | 2020 | Banking & Services | Design
CIMB Niaga in partnership with Greater Group unveiled the second collaborative project together, Digital Lounge Facelift at Mall, in Jakarta, this time in Lippo Mall Puri in the western region of the city. Greater Group first teamed up with CIMB in 2019, assisting in the bank’s new concept creation of Digital Lounge at Residential, the first stand-alone branch conversion into digital format. Greater Group’s services included concept design, material specification, technical documentation, environmental graphics and site supervision.
Security was a major consideration in the design as the branch, manned by only one staff member, needs to be accessible to customers 24/7. Key objectives in this project were to maintain the brand DNA; source materials that are cost-effective, durable, reusable and easy to maintain; be scaleable for multi-format and applicable to different market tiers; and to set a comforting, welcoming and bright environmental mood. Furthermore, time-efficiency was a priority as the design had to be built within 45 construction days.
This ‘branch of the future’ concept integrates the traditional banking experience with technology and self-service, resulting in an immersive, ‘Instagrammable’ space powered by self-service banking desks, digital touch screens, a video banking booth, cashless vending machine and more.
The project aims to deliver a seamless digital banking experience, targeting specifically the visitors of Lippo Mall Puri, of which the majority are middle to upper class mall shoppers and young professionals who do not have time to go to a regular branch during office hours.
The customer journey is illustrated by three interlinked zones:
CIMB Niaga was founded in 1955 and has grown to become Indonesia’s fifth largest bank by assets. CIMB offers its customers with the most comprehensive portfolio of conventional and Shariah banking services nationwide, and combines their strengths in consumer banking, SME and micro, commercial and corporate banking, treasury and payment services in their near to 600 branches across Indonesia along with their branchless banking platforms. The Digital Lounge format was designed to enhance the bank’s omni-channel customer experience, offering a branch banking experience that harnesses digital solutions to fully engage their tech-focused client base.