DB Campus
/ Service Design
Founded in 1870 and with its headquarters in Frankfurt, Germany, the Deutsche Bank AG is one of the biggest international banks. It employs more than 80,000 people in 72 countries, and has a large presence in Europe, the Americas, Asia, Pacific and the emerging markets.
Deutsche Bank has offices in major financial centers including New York, London, Frankfurt, Paris, Moscow, Amsterdam, Toronto, São Paulo, Singapore, Hong Kong, Tokyo and Sydney. Furthermore, the bank is investing in expanding markets, such as the Middle East, Latin America, Central & Eastern Europe and Asia Pacific.
They offer financial products and services for corporate and institutional clients along with private and business clients. Services include sales, trading, and origination of debt and equity; mergers and acquisitions (M&A); risk management products, such as derivatives, corporate finance, wealth management, retail banking, fund management, and transaction banking.
Approach
The focus of the Deutsche Bank for this project were students. Researches realized by our group showed that most students see banking as an uninteresting necessity. The image transmitted to this public is of a boring and bureaucratic ambience and system. The lack of identification with the banks makes students consider they are not being treated in the same level and that their wishes are not being met.
The team was divided in 5 groups to cover all the main contact points of the bank with the students. Themes such as online banking, corporate social responsibility, remote banking and on-site banking were deeply analyzed and taken care of. Executives from different areas of the bank were called to a one-day workshop to interact in common methods such as red card game or lateral thinking. Students from different ages were also interviewed and the results were categorized and brought up in the different creation phases.
The Result
The results responded to each theme and were presented to the Deutsche Bank as a journey of a potential student customer that uses several services offered specifically to him. The document had solutions for the website, the branches and also introduced new ideas of services, which gained the name of Deutsche Bank Campus.
In the end we showed how the bank could be more present in solving common problems of this public, therefore getting a higher participation on the client side. The project was realized at the Köln International School of Design with direct participation of executives from the Deutsche Bank AG in Frankfurt.