Business was declining and customers described the feeling at Umpqua Bank as that of a "low end coffee shop," so ZIBA Design was brought in to employ the latest research techniques to shape a new store experience and identity for the Oregon bank. Attitudinal and behavioral research uncovered that what customers actually wanted was a "slow banking" experience--intimate and more personal. The customers were suspicious of financial institutions in general and felt that banks did not value their business. They were longing for respect, and a trusted advisor on which to rely.