• The new card designs are based on extensive researches on customers’ preferences
  • We dedicated many new features for special needs customers in the new cards
  • Ghorbal: The voice of our customers was injected at the different stages of the design of the new cards

NBK is always keen to extend its commitment in providing customers with solutions that meets their needs and preferences. In this context, the bank is working on the redesign of its cards design based on extensive yearlong customer research.

NBK has embedded the Japanese concept of poka-yoke (fool-proofing) to card design, with design themes provide clear differentiation between Credit, Debit and Prepaid cards.

As part of social responsibility, the bank is introducing many new features especially designed for visually impaired.

Customers can distinguish the card they want to use even in the dark, customers with special needs will be able to distinguish the card by touch and feel through a special card feature.

In addition, customers will be able to choose and pull the card they want to use out of the wallet without the need for the card to be fully visible, through a special feature. Ergonomically designed for ease of use on ATM, POS, and e-wallet, the customer will not enter the card in a wrong way on the ATM anymore. The new cards also include better security features to prevent card fraud.

The bank also carried out a semiotic research on the card color preference to identify color schemes as per customer life styles. This new design will help customers choose the card they want to use and reduce mistakes which makes customers satisfied and reduce complaints.

On this occasion, Mr. Mohamed Al-Othman, GM - Consumer Banking Group at National Bank of Kuwait said: “The redesign of the cards with new colors and features aims to meet customers’ needs, the new card design is based on research on customers preference, as we always work on providing customers with the best products and services.”

The new design also demonstrates NBK’s responsibility towards all segments of society, as Al-Othman commented: “In NBK, we always dedicated services and features for special needs customers whom we always think about tailor services and products to meet their needs. Today we wanted to give the visually impaired customers the easiness and accessibility of differentiating the cards they want to use, underscoring our unwavering social responsibility commitments.”

“The new card design is based on extensive research on customers’ preference and within the constant communication with them in line with NBK’s keenness to be always closer to its customers,” he noted.

“As NBK is always pioneering the introduction of all-new banking solutions in the market, we are setting new designs standards for card in Kuwait. The new design comes with many new enhancement and features that will make selecting the card to use much easier for customers,” he added.

On his part, Majed Ghorbal, Head of Insight at National Bank of Kuwait said: “The voice of our customers was injected at the different stages of the design of the new cards. In fact, extensive researches were conducted by NBK Research Team using advanced research techniques in order to understand each segment’s needs and preferences in terms of card’s features, colors, look and feel.”

“In total, more than 1,000 customers participated to the Qualitative Research that took place prior to the design phase and to the User Testing that was conducted once the design options were ready. Therefore, we are strongly confident that the final design is fully in line with our customers inclinations,” he mentioned.

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