Experience Design in banking & finance

Customer experience in banking: tools for financial service innovation

Get to know customer-centered tools that help you to visualize the experience of bank & finance services, understand your customers’ needs and wishes, and deliver delightful experiences with your institution.
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Example experience map

Customer experience in banking: an example map

In this experience map we look into Paul’s experience of looking for a new bank provider. The example contains a customer journey map, the emotions that are relevant in the specific situation, and how important each situation is to him. Furthermore, we look into which channels he uses for communication and what files are required for the procedure.

Customer experience in banking tools

See how Smaply’s customer experience tools enable you to best understand your customers’ experiences with financial services.

Journey maps

Customer journey maps are a great way of “walking in your customer’s shoes”. It’s important to not only consider the steps that you - as an organization - have impact on, but also all the others that might impact the customer’s experience in your bank or financial institution.
Learn more about the journey map tool


Personas are the first step towards creating a customer-centered mindset within your organization. Empathize with your customers - what’s their aim? What are their needs when looking at a finance provider?
Learn more about the personas tool

System maps

Create a common understanding of stakeholders that are involved in your service. Who needs to be considered when going through an innovation phase? What’s the context of each stakeholder and what is the relationship between them and the customer?
Learn more about the system map tool

Share insights, collect feedback, and present results

Have your team and stakeholders participate in the journey mapping process. Let others access your insights, let them see your changes in real-time and have discussions on steps.

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Multi-user access

Collaborate with your team members on your journey map and share your knowledge and insights with each other.

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Comment mode

Pro Plan

Invite others to comment on your journey maps. Have online discussions with geographically dispersed teams.

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Multiple personas

Compare the experiences of multiple personas in one journey map. Learn how and why their experiences differs and optimize your service accordingly.

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Live share

Basic Plan

Share read-only versions of your maps and let others follow changes your journey map in real-time.

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Drag & drop all the things

Rearrange all the elements of the map, such as steps and lanes, by dragging and dropping them into place.

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Export maps and personas to high resolution PDF, PowerPoint, Excel and PNG files to print, present and analyze.

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Customer centricity

Establish a common customer-centric language across your organization with personas and journey maps.

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White labeling

Custom branding and subdomain for a consistent look & feel supports easier adoption across your organization.

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Overview multiple agile teams

Using the same cloud-based tool allows you to jump between different zoom levels of journey maps and identify which CX projects support or contradict each other.

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Business impact

Many studies show that improving customer experience has a positive impact on customer loyalty, churn, and revenue growth.

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Training & coaching

We can train your teams and help you as a sparring partner to scale customer-centricity in your organization.

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Standardize journey maps

Increase speed and accessibility of journey maps across your organization. Reuse data from previous CX projects and build on top of previous research.

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