01
Pre-opening and arrival
Redesign of the most critical moment of the day: early ticket distribution, covered waiting and clear communication before the branch even opens.
Elderly Customer Service Benchmark in Bank Branches
We conducted in-person ethnographic research at 15+ branches from different banks, across multiple regions of Brazil, during government benefit payment days. We mapped the full physical journey of elderly customers — from the outdoor line before opening to departure — and identified 36 improvement opportunities in accessibility, communication and service management.
- UX Research
- Service Design
- Customer Experience
- Ethnographic Studies
- Accessibility
A large financial institution wanted to understand how service for elderly customers actually played out at physical branches — especially on benefit payment days, when in-person volume spikes. The challenge: see the experience through the eyes of the audience most dependent on human service. A reference case for customer experience, banking support and branch operations leaders.
15+
BRANCHES
visited in the field
36
OPPORTUNITIES
improvement opportunities mapped
12+
CRITERIA
experience criteria evaluated
40%
REDUCTION
in perceived waiting time
What we deliver
02
Infrastructure and accessibility
Diagnosis of ramps, seating, signage and restrooms — the physical details that determine whether a customer can be served independently.
03
Service management
Priority lines that actually work, simplified processes for recurring operations and dedicated service for the 60+ audience.
04
Communication and guidance
Large-font materials, clear language and proactive staff guidance, reducing anxiety and confusion during the wait.
05
Assisted digital experience
A gradual path to digital channels, with human support to teach — not replace — in-person service.
We talk to the people who live the experience every day
We observed arrival, waiting and service at 15+ branches on peak-demand days, and talked to customers, staff and leadership about day-to-day friction points.
Elderly customers (60+)
Tellers and service staff
Branch managers
Accessibility teams
Operations and facilities leadership
Field research across multiple regions of Brazil
We visited branches from different banks in regions with distinct cultural and socioeconomic contexts, to capture patterns that repeat — and those that don’t — across the country.
North
Northeast
Center-West
Southeast
South
Every study returns to the bank what matters most: real evidence on where to invest to better serve the audience most dependent on in-person service.
Want to understand how your most vulnerable audience really experiences in-person service?
We conduct ethnographic research where the experience actually happens — at branches, in lines, day to day.
Let's talk