natwest's pilot-project, living, redefines bank-customer relations

natwest’s pilot-project, living, redefines bank-customer relations
all images © philip volkers photography

natwest‘s ‘living’ project premiered at the bank’s shoreditch and moorgate branches in east london. the pilot project, which assumes a more ‘retail’ role than traditionally associated with banks, could potentially be part of a 300+ branch rollout. ‘living’ focuses attention on significant life moments such as moving or planning a wedding, rather than black-and-white issues like mortgages and interest rates. 

the design transformation features branch design and mobile technologies

the marketing strategy is tied to the launch of a series of mobile apps in an attempt to engage with customers quicker and easier. the three apps, currently in the beta stage, are ‘spendorama’, ‘housemove’, and ‘managemoney’. ‘spendorama’, is a series of games geared towards focusing on teachers users how their money can be wasted. one game challenges users to spend no money for an entire day. ‘housemove’, is being developed as a standalone app that helps navigate the stages of moving; from planning finances to finding legal support and moving companies. the app is integrated with zoopla API, which allows users to do property searches anywhere within the UK. the final app, ‘managemoney’, provides a ‘window’ into spending patterns, allowing people to plan and manage funds more effectively.

people who wish to sign up for beta trials can do so here. 

the public is invited to help shape the future of the apps 

the aim is to eventually make all 300+ natwest branches more about life and less about banking 

the strategy strips away branded messages to talk to customers in a less ‘financial services’ tone

interiors will be featured alongside existing natwest branding 

a series of mobile apps in an attempt to engage with customers quicker and easier

‘living’ focuses attention on significant life moments such as moving house, or planning a wedding

the mobile apps, still mid-beta testing, want users included in design and development processes

‘spendorama’: a series of games that give a new focus to how a person’s money can be wasted

‘housemove’: a standalone app that navigates customers through all the aspects of moving

‘managemoney’: provides a ‘window’ into spending patterns, to help users manage funds more effectively  

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