- Usability testing
- User research
- Banking
- + 2
UX Research & Usability Testing for European Neobank
Omnichannel Service Design Agency
Customer satisfaction starts with research-driven service design
Fintech thrives on great CX strategy – our service design firm helps you gain a strategic edge by shaping best-in-class customer experience.
TURN SERVICE GAPS
- Fragmented channels
- AI & human misalignment
- Support overload
- Low LTV
- Sign-up
- Mobile app
- AI agent
- Branches
- Support
- Sign-up
- Support
- Branches
INTO SCALABLE OMNICHANNEL EXPERIENCE
I'll use it again!
SERVICES
Our strategic service design agency helps with
CX strategy design & Implementation
Gain a clear vision of how customers should interact with your brand to create the best possible experience, and develop an actionable plan to achieve that.
Existing experience enhancement
We identify where your current service experience needs optimization – across digital, physical, and human touchpoints. Through journey audits, service blueprint analysis, and operational diagnostics, we remove friction, reduce churn, and improve conversion and retention.
Employee experience
As a service design agency, we help businesses research and redesign their employee experience to boost satisfaction, motivation, and productivity in the workplace.
End-to-end service architecture
We design omnichannel service journeys across digital and physical touchpoints. This includes journey architecture, service ecosystem mapping, and alignment between frontstage and backstage processes. We prototype and test service concepts before full rollout to reduce operational and experience risks.
Monetization & Service model design
We help define how your service creates and captures value. This includes pricing logic, feature packaging, monetization testing, and service model validation. We assess price sensitivity, simulate market scenarios, and refine the business model before scaling.
Business Value
How service design impacts business
Revenue & Growth
- Higher conversion across channels
- Reduced onboarding friction
- Stronger retention and lifetime value
- Better alignment between product and customer needs
Operational efficiency
- Clear service ownership & Accountability
- Reduced handoffs and internal bottlenecks
- Better coordination between front- and back office
- Measurable service KPIs tied to business goals
Customer & Employee experience
- End-to-end journey clarity
- Consistent experience across touchpoints
- Better employee enablement
- Fewer service breakdowns
HOW WE WORK
Methods & deliverables
Research
WHAT WE DO
- Conduct complex research across key user journeys
- Create user personas, User Journey Maps, Insights databank
- Extract behavioural and emotional insights across different channels
WHAT YOU GET
- Holistic view of customer needs, habits, pain points, and expectations
- Clear picture of cross-channel experience gaps and service blind spots
- Insight foundation for CX strategy, service design, and decision-making
Prototyping & testing
WHAT WE DO
- Prototype service experiences across different touchpoints
- Facilitate testing with real users, staff, and stakeholders
- Iterate based on behavioural feedback and emotional response
WHAT YOU GET
- Validated service concepts, journeys, and interaction flows
- Early detection of friction points across the full experience
- Confidence to scale solutions that meet customer expectations
Service blueprinting
WHAT WE DO
- Map end-to-end customer journeys with frontstage and backstage actions
- Align internal processes, systems, and teams around service delivery
- Visualise dependencies, gaps, and opportunities across all layers
WHAT YOU GET
- Full-service blueprint connecting user actions with internal workflows
- Clarity on operational pain points and cross-team misalignments
- Foundation for designing scalable, seamless service experiences
CX strategy workshops
WHAT WE DO
- Facilitate cross-functional sessions to align on customer experience goals
- Map current and ideal journeys, pain points, and experience gaps
- Co-create CX vision, principles, and strategic priorities with your team
WHAT YOU GET
- Shared understanding of CX challenges and opportunities
- Clear direction for experience design and service improvement
- Actionable roadmap aligned with business and customer needs
SERVICE DESIGN PROCESS
Our approach to strategic service design
We tailor each project to its individual goals. Not all stages below are required, and our service design firm evaluates their necessity during the first touchpoints – calls and emails. Depending on the challenge, we may focus on strategy definition, service blueprinting, validation, or deployment.
GLOBAL COVERAGE
Designing CX strategies for users worldwide
>51M
users our work has impacted across the globe
>35K
hours of user research and usability testing
91/100
an average usability score of our UX/Ul design
Craft Innovations has diverse business and practical know-how in research and design fields. Their expertise allows Mastercard to create new product lines for their clients, addressing the needs of more than six million customers.
Elmir Huseynov
Managing Consultant, Mastercard
The project goal was achieved 100% – our team got a list of action items to enhance UX of our app. CI team did a full scope of work: recruiting, heuristic UX-audit, user-tests with eye-tracking technology, in-depth interviews, providing us with a detailed report based on qualitative and quantitative data.
Yuliya Shtypula
VP of Customer Experience, PrivatBank
The CI team showed excellent communication, attention to detail, responsiveness, honesty, and trustworthiness. The results exceeded our expectations & team always go the extra mile to meet our needs. They are A+.
Kareem El-Assal
Director of Policy & Digital Strategy, CanadaVisa
I'm impressed with how our partnership has been going. They consistently completed deliverables on time and strongly committed to meeting deadlines. Moreover, they responded to the client's changing needs, and they had exceptional communication and collaboration skills.
Yulian Borsuk
Consultant, Mastercard
We were impressed by CI’s deep UX and conversion knowledge and effort to achieve great results.
Svitlanka Sergiichuk Romaniuk
Co-Founder at Neofin
Discuss your service design challenge
Get expert input on CX strategy, service architecture, and operational alignment.
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FAQ
Frequent questions about CX strategy services
What industries are applicable for service design?
The Service Design methodology applies to any industry, covering B2C, B2B, and G2C services & products. While it’s relevant everywhere, we focus on banking, fintech, credit unions, lending, and asset management solutions. Our deep understanding of these sectors allows us to design services that go beyond surface-level fixes.
Why is service design important?
A great customer experience sets the standard for an entire industry. When one company raises the bar, customers start expecting the same level of ease and satisfaction everywhere else. That’s where strategic service design comes in – it helps businesses define how customers should interact with their brand and create a structured plan to make that happen.
At our service design agency, we don’t just focus on the front-end experience. We analyze what happens behind the scenes so your CX strategy works in practice – higher NPS, lower churn, and stronger customer loyalty.
What’s the difference between product design and service design?
Think of product design as creating a great tool and service design as making sure people actually use it the right way.
Product design focuses on the usability, functionality, and aesthetics of a specific product – whether it’s a banking app, a checkout system, or a loyalty program.
Service design, on the other hand, looks at the entire journey around that product.
What’s our competitive advantage and USPs?
Both are important because a great product can still fail if the experience around it is frustrating. That’s why, alongside customer experience design services, we also offer product design services to help businesses get both right.
What is the pricing for service design?
We don’t offer vague numbers or pre-set packages. As a service design company, we believe pricing should be based on real project needs. After discussing your business goals and existing experience, we estimate the work and provide a clear budget breakdown.
Small projects start at $4,000, with pricing scaling based on complexity. Want an estimate? Talk to us 🙂
How to design a service blueprint?
A service blueprint is a step-by-step map of how a service works – customer journey, frontstage and backstage analysis etc. It helps to reveal where things thrive or break down.
At our service design agency, we build blueprints using:
✔ Ethnographic & contextual research – Observing how customers and employees interact in real-world settings
✔ CX strategy workshops – Defining the ideal experience and aligning teams
✔ Service blueprinting – Mapping every customer touchpoint and internal process
✔ Iterative prototyping & testing – Checking what works before committing to changes
For industries like banking and financial services design, this process helps simplify complex customer journeys – like loan applications, credit approvals, or customer support escalation – so that businesses don’t just serve customers, but do it in a hassle-free way.
How to design a service?
It starts with the right questions, and that’s exactly where service design consulting helps.
✔ How do we increase profitability?
✔ How do we get a market advantage that’s difficult to copy?
✔ How do we make brand ambassadors out of customers?
Our service design firm relies on research, strategy, prototyping, and validation to design services that meet both customer needs and business goals. We map out the full experience, test it, and work with your team to make it a reality.
How to design a customer service training program?
A great customer experience isn’t just about processes – it’s about people. We build customer service training programs that:
1. Use real customer data to focus on common pain points
2. Train employees in handling different types of interactions – from onboarding to complaints
3. Simulate real customer situations using role-playing and real-world scenarios
4. Make customer service measurable by linking training to key business outcomes
For financial services design, this could mean helping bank employees handle complex lending questions with confidence. It also involves ensuring compliance without making customer interactions feel rigid or frustrating. Another key area is improving how support teams communicate with high-value clients, making their experience more personalized.