Interactive virtual branch delivers cost effective research environment

Research and technology firm Vision Critical has developed a virtual retail bank environment which is a completely new way of testing layout concepts, the positioning of key elements like greeters and tellers, and other visual cues like posters, signage and video screens.

Demitry Estrin, SVP Finance Vision Critical commented, “Using virtual environment based research for a more efficient branch redesign can not only help improve the customer experience but increase cost productivity and better connect the customer with the bank brand.”

Using many of the same tools and concepts currently used by retailers and CPG manufacturers for virtual shelf sets and retail store environments, this virtual bank branch holds flexible design variables to measure different aspects of branch appeal and usability.  The virtual environments provide a faster and more cost-efficient alternative to conventional in-store field tests. The new virtual bank branch combines robust qualitative and quantitative research design with an interactive online environment for collecting reliable data on consumer experience and preferences.  Vision Critical is a leader in developing virtual environments working with many of the world’s leading consumer goods manufacturers as well as technology companies and retailers.

For a demo of a virtual bank branch go to the link and click arrow to start: http://www.fusionsurveys.com/demos.cfm?demoID=96&report=0

Why now?

Changing patterns in retail banking and the continuing integration of merged banks have resulted in regular transformations of our local branches and retail banking groups.  Creating these new branch environments is a complex undertaking and a major financial investment.  Several of our clients asked Vision Critical to look at creating a new virtual environment to help them research the branch concepts prior to build.

Virtual Branch Environment

The 3D visualization recreates the branch entrance and multiple versions of interior layouts and messaging to be tested within.  Virtual branch respondents are asked to interact with the bank branch environment during a structured virtual tour or “fly-through” where their route is already mapped out through the retail branch location.  The bank’s branch design teams can structure multiple iterations of the fly-through changing messaging design and display elements.  Respondent feedback allows banks to assess, validate and optimize several possible marketing or architectural design executions during a single study.

Each tour is followed by targeted research questions. Respondents can also interact with the environment during the tour, typically through click-map activity where respondents click on elements of the design that draw their attention most.

Contact Information
Jenny Hall
VP Corporate Communications, Vision Critical
+1 212 402 8228
jennifer.hall@visioncritical.com

Matt Celuszak
Financial Services, Vision Critical
+1 212.402.8213
matt.celuszak@visioncritical.com