Customer experience in the banking sector can vary spectacularly across the Middle East and Africa, depending on the market you’re in and the focus and appetite of the bank in question.

What’s clear is that almost every bank in the region is alive to the new possibilities in terms of customer engagement – and, indeed, the responsibilities a bank has to its customers in this area.

The powerful business results that can be achieved through a well-thought-out customer experience and design strategy are there for all to see. I-AM recently helped Emirates Islamic Bank increase new account openings in its flagship mall-branch by 200%. Deposits at the six I-AM-designed Oman Arab Bank branches increased by USD830M in the first 6 months. Similarly, banks like Boubyan in Kuwait, Al Rajhi Bank in Saudi Arabia and Emirates NBD in the UAE have grown their market-share through the adoption of innovative banking solutions, and Attijariwafa Bank in Morocco is ubiquitous thanks to its strong brand presence.

What we do for Banks

As with everything we do, our work in this area is founded in customer insight and a deep understanding of your business and strategic objectives. Read a description of the work carried out by our service design team.

We will carry out workshops with you to address issues such as:

We will carry out workshops with you to address issues such as:

  • Brand essence
  • Customer profiling and segmentation
  • Customer missions
  • Branch format strategy from flagship to mall branches, pop-ups, kiosks, and… boats
  • Branch network strategy to determine the ideal location of each format to best serve your different customer segment
  • Technology workshop to ascertain the best use of digital solutions within a branch (who’s going to use it? What are they going to use it for? Does the benefit to the customer justify the investment by the business? Where should it be located within the customer journey? What should be the relationship between staff and technology?)

Our architects and interior designers then choreograph the ideal customer journey based on the desired moments of interaction and engagement within it.

Our various in-house teams collaborate to produce schematic designs, 3D renders, animated fly-throughs, and civil design intent drawing packs. We will then prepare the tender documents, brief your contractor, and go on site regularly during implementation to ensure that the reality of the work we produce for you mirrors the design concept you approved earlier in the project.

Return on Investment

I-AM’s work looks great – but that’s not the reason we do it. All of our projects begin with determining our clients’ business objective and KPIs. Our design work is intended to exceed objectives and deliver significant ROI. The results speak for themselves.

So, whether you’re an established bank in the Middle East and Africa looking to keep ahead of the pack or you’re a challenger bank looking to break out, you’ve come to the right place.


• Contextual enquiries
• Branding
• Customer journey planning
• Branch format strategy
• Branch network strategy
• Technology workshops
• New-build architecture

• Interior design
• Design delivery
• Construction supervision
• Design manual
• Value engineering
• Cost-effective rollout


• 100+ banks around the world
• Largest bank in the Middle East
• Kuwait’s largest bank
• #4 financial brand in the world
• Europe’s largest bank
• UK’s best bank
• UAE’s most profitable bank
• Best retail bank in the Middle East