Following on from the work undertaken with YBS across their corporate estate, Helen led the initial development of the retail re-design strategy and roll-out programme. YBS had a 250 strong branch network supported by 100 agency branches. It was clear that whilst the branch network was well maintained, the customer journey and physical design of the network was outdated and had not evolved in line with the brand ethos.

Network analysis and stakeholder engagement across a selected group of Branch Managers and customers, helped with the development of the customer journey and re-alignment with the existing and target customer demographic.

This new journey and clearly defined understanding of customer motivations, led to the development of a modern, transparent and welcoming design concept. A key aspect of the branch evolution was the de-cluttering of merchandising material, the introduction of digital signage and a more open and friendly counter / transaction zone.

The scheme was approved for roll-out based on a gold, silver and bronze level of refurbishment and has more latterly been integrated into the agency network.