3-D tool allows bankers to explore alternative branch designs.

• Position: Brief article

BANKS HAVE A NEW TOOL to use to test alternative branch layouts during the design phase. Vision Critical's Financial Services Practice, New York, developed the 3-D online tool, which displays a virtual retail bank environment.

Using the tool, bankers can try out the positioning of key elements like greeters and tellers, and other visual cues like posters, signage and video screens.

The tool combines qualitative and quantitative research design with an interactive online environment for collecting data on consumer experience and preferences, the company says.

The 3D recreates the branch entrance and multiple versions of interior layouts and messaging to be tested within. Virtual branch respondents are asked to interact with...