Nordea Mariehamn goes Nordea Unlimited : A Service Design Project
Lindström, Ann-Charlott (2020)
Lindström, Ann-Charlott
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020051912278
https://urn.fi/URN:NBN:fi:amk-2020051912278
Tiivistelmä
The objective of this thesis is to propose improvements to customer experiences within the new branch office model called Nordea Unlimited in the case company. The improvements aim to get the maximum benefit from the customers’ perspective and develop the customer experience at the branch. The goal is to improve the existing services and touchpoints and see the branch office from the customers’ angle. The aim is to identify touchpoints in need of development, to make the overall customer journey more satisfying. Nordea Unlimited is a well-developed concept but needs to be designed further to fit the specific branch, the case company. The case company is Nordea’s branch office in Mariehamn and the research were carried out at the branch.
This study is conducted using service design methods and qualitative research. When this study was initiated, the most important development area was not known. Strengths and weaknesses of the case company regarding the service design and service transition were found through current state analysis, and the fact that Nordea Unlimited is a finished branch model for branches in general, never designed into the case company, was chosen as the focal weakness for this study.
The theoretical chapter of the thesis explains service design and the service design framework. Service design methods offer valuable information when wanting to gain a better understanding of the service experience.
This thesis is produced as a part of the Master of Business Administration - Leadership and Service design program, offered by Novia Applied Sciences/Turku AMK. This study bases its academic research on service design and design thinking guidelines and uses service design thinking to design and propose an improved Nordea Unlimited concept, custom-made to Nordea’s branch office in Mariehamn.
This study is conducted using service design methods and qualitative research. When this study was initiated, the most important development area was not known. Strengths and weaknesses of the case company regarding the service design and service transition were found through current state analysis, and the fact that Nordea Unlimited is a finished branch model for branches in general, never designed into the case company, was chosen as the focal weakness for this study.
The theoretical chapter of the thesis explains service design and the service design framework. Service design methods offer valuable information when wanting to gain a better understanding of the service experience.
This thesis is produced as a part of the Master of Business Administration - Leadership and Service design program, offered by Novia Applied Sciences/Turku AMK. This study bases its academic research on service design and design thinking guidelines and uses service design thinking to design and propose an improved Nordea Unlimited concept, custom-made to Nordea’s branch office in Mariehamn.