Social Banking.
Creating the new typologies for social banking experiences.
Client: TD Bank N.A.
Industry: Financial Services
Services: Product & Service Design, Experiential and Visual Design, Sourcing and Manufacturing, Strategy Development, Industry Research
Design Brief.
As digital banking becomes commonplace, TD Bank (TD) was seeking to identify ways to more effectively leverage its physical locations. Working closely with architects, FutureTogether’s team helped TD uncover and shape the new building typologies for the future of physical banking.
Outcome.
Robust competitive research informed deployment tools that assess the banking needs of target communities. Market-ready social banking strategies and typologies were then developed for TD Bank’s teams and outsourced architects.
Social Impact.
The role of bank branches has dramatic impact in towns and cities across North America. Their locations and services can determine the viability of commercial corridors, attract business creation, and support unexpected services. By reimagining bank branches as community platforms, we were able to channel TD resources to improve and nourish communities.
Environmental Impact.
Any transformation requires not only a good understanding of existing conditions and capabilities, but flexibility to adapt to the realities on the ground. We researched the retail banking landscape to uncover business insights as well as to classify the varying requirements of different branch formats across locations. Our discovery journey helped us create a portfolio of answers, rather than a single one-size-fits-none solution—with many of our proposals focused on people rather than infrastructure. The reduction of square footage, the use of responsible and local materials, and the focus on human-centered design defined a less transactional, lower carbon footprint model.
A Design Menu.
In searching for ways to address community and store needs, our joint team developed a framework for identifying priorities and designing engaging outcomes—all brand-specific.
(Diagrams)
Store Formats.
To address the different needs of locations and communities, we developed starting typologies for design. The goal of these typologies was to inform the project architects and contractors of a new way to conceive service innovation.
(Icons modified and a few floor plans)
Reconfigurable Banking.
Many of the typologies emphasized the need for more agile formats that could evolve over time or adapt to testing new technologies or services. As the market changes, we encouraged TD to create formats to evolve with those changes—and we jumpstarted that evolution by researching temporary and moveable fixtures, alternative ways of lighting, and intentionally connecting with customers.
Brand Values & Story.
The roots of the TD Bank story are powerful and customer-centered. We encouraged their teams to consider how this story was manifesting in their spaces. Every detail needed to reflect the brand ethos and remind customers why, of all the options, TD was the brand they choose for their financial services.
Technology & Future Customers.
In addition to the conception of typologies and a framework for deploying them, we researched and identified ways in which emerging technologies could be incorporated into the branches for testing. In preparation for the implementation of these concepts, we produced questionnaires and tools for site evaluation. As designers, we recognized that building capability to recognize customers and their needs on the ground would enable future TD teams to make the best decisions on implementation well beyond our engagement.
Links & Press.