HUMANIZING TECHNOLOGY FOR HEARTLAND BANKING
Facilitated by Song Kee Hong
In collaboration with DBS Singapore,
Lin Qiu Xia, Yeo Hui Ci
The less tech-savvy are often befuddled and unconfident in this increasingly digitized banking landscape. 80% of Hougang branch's customers are the middle-aged and elderly, who often visit the bank for simple services that can be done at the Automated-Teller-Machines (ATMs).
The heartland banking experience integrates subtle learning with simple transactions. Through digitized teller counters, customers will experience streamlined self-service transactions with staff's presence.
With constant assurance, exposure and familiarization, seniors gain confidence in adopting self-service banking - enjoying the newfound convenience and ultimately helps to bank to reduce branch traffic.
NEIGHBOUR CARD
Initiative for transition through the introduction of Neighbour Card, designed with nostalgic graphics to bring a sense of exclusivity.
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REGISTRATION COUNTER
Registration draws parallel experience from a typical motion of tapping EZ-Link card. Interfaces are personalized and designed accordingly to the seniors - language, transaction habits and more.
2
DUAL-DIGITIZED TELLER COUNTER
A dual-use counter that can support both simple and complex transactions, providing a new, humanized approach towards technology catered to seniors.
3
FAMILIARIZATION THROUGH THE TELLERS
The digitized teller counter gives seniors a first-hand experience with an ATM. Unlike typical ATMs, a staff will be present to assist and assure the seniors through the transaction. This subtle exposure and familiarization open up the opportunity for them to move beyond low-tech habits.
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