Fjord Trends - Presentation
Fjord, Accenture Interactive predictions
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2018 Fjord Trends
Introduction Our annual Trends report is always a The result? Seven predictions on team effort, and this year’s team was the design and innovation challenges bigger and more diverse than ever. More and opportunities facing than 1,000 Fjordians and 85 clients from organizations, consumers and five continents inspired our report, each employeesin 2018. bringing their own individual perspectives and experiences to the table. We gathered insights in a broad range of formats—a mix of hastily-drawn thoughts on Post-it Notes, elegant (and not-so-elegant) illustrations, simple scribbles and long-form copy, or even some musings over a cup of coffee. We took every single one into workshops designed to hone the thinking and spot patterns.
Physicalfights back Digital and physical will converge in 2018 as digital fades into the background. No longer the centerpiece of brand innovation, digital is becoming the invisible enabler of physical and sensory experiences.
Fjord suggests 01 02 03 Stop viewing digital and Let technology Sharpen your physical as separate inspire you design skills Instead ask: how do we design In addition to putting the user More digital will be integrated into experiences and spaces to first, designers must understand physical products and services from connect with people around us, (and think laterally about) the the get-go. As a result, it will be enabled by digital in a physical wealth of technological prudent to have new physical and world? possibilities from the outset. digital design capabilities in-house.
Computers have eyes For a while now, computers have been able to read words, understand them, then react. Now, they can do the same with images.
Fjord suggests 01 02 03 Rethink services Rethink your approach to data Rethink the design context Organizations must start Expect more data, and consider As computers get better at imagining the new generation of what data can be extracted from reading the emotions of people services they could create using processing large quantities of using computer vision, human computers with sharper “eyes” visual images—and which would behaviors and intrinsic features and smarter “brains.” be most useful. will need to be designed into services to fully interest and engage users.
Slaves to the algorithm As we become reliant on algorithm-driven services, they will act as gatekeepers that mediate the relationship between brands and consumers.
Fjord suggests 01 02 03 Get to know the Adapt to a new marketing Beware the gatekeepers environment backlash Consider carefully where a Consider how to inject purchase Prepare for the possibility that product or service can be prompts into the environment once algorithms’ newness wears designed to make it past the where the customer is—be that off, market fatigue could gatekeeper—and how to earn in the home, car or elsewhere. dampen consumers’ customer loyalty once it does. enthusiasm.
A machine’s search for meaning The rise of Artificial Intelligence and machine learning will transform working life, requiring organizations to re-imagine the workplace, work culture and work experience.
Fjord suggests 01 02 03 Think collaboratively, not Design for Be transparent, competitively interaction be inclusive Let people do what they do Design machines to ask Algorithmic transparency will be best, and robots do what questions and clarify their central to your brand values. humans do worst. Start by instructions. Remember that Staff and customers alike must considering which activities are their communication skills are have an understanding of how most meaningful to people. less nuanced than ours. decisions are being made.
In transparency we trust Establishing trust and transparency has long been an issue in the digital world. With decentralized ownership and tight security, Blockchain has the potential to reinvent our conceptual model of trust.
Fjord suggests 01 02 03 Act now Design for trust Open up for collaboration Take understanding blockchain Consider what next generation Collaborate with trusted off the “too hard to do” list and service you could create if a far partners to maximize educate yourself and your entire deeper level of trust was blockchain’s potential. workforce about its potential. demanded.
Theethics economy Organizations have always engaged with public affairs to meet their narrow business needs. In 2017, they began taking a stance on wider issues of more general concern. As employees and customers now demand it, this will become commonplace.
Fjord suggests 01 02 03 Ethically Define your personality Shared ownership self-audit and purpose of goals Look within, and understand Make your ethical positions Co-generate ideas with your your employees and customers. relevant and clear to your employees on things that matter Find shared values and desires, employees, and publicly model at different levels. Define new and build on them regularly. the behaviors you’d like to see success indicators to jointly Evaluate every decision for its in the world. assess how you’re doing. human impact.
Design outside the lines As the discipline of design broadens its horizons, new challenges are arising. To continue making an impact, designers need to evolve how they work, learn, and differentiate themselves.
Fjord suggests 01 02 03 Give designers space to focus Establish multi-disciplinary Designers: take responsibility on craft teams for your craft Up-weight emphasis on design These teams need to be Design is changing. Become craft to ensure your products empowered to work with determined to remain are loveable and truly autonomy, bypassing constantly curious to discover— compelling. bureaucratic barriers that often and keen to understand—new slow down progress. technologies and processes.
Fjord, part of Accenture Interactive, is Accenture Interactive helps the Accenture is a leading global a design and innovation consultancy world’s leading brands transform their professional services company, that reimagines people’s relationships customer experiences across the providing a broad range of services with the digital and physical world entire customer journey. Through our and solutions in strategy, consulting, around them. We use the power of connected offerings in design, digital, technology and operations. design to create services people love. marketing, content and commerce, we Combining unmatched experience By combining a human-centered create new ways to win in today’s and specialized skills across more than approach with robust methodology, experience-led economy. Accenture 40 industries and all business we work with some of the world’s Interactive is ranked the world’s functions—underpinned by the world’s leading businesses to make complex largest digital agency in the latest Ad largest delivery network— Accenture systems simple and elegant. Founded Age Agency Report. works at the intersection of business in 2001, Fjord has a diverse team of and technology to help clients 1,000+ design and innovation experts To learn more, follow us improve their performance and create in 27 studios, including Atlanta, @accentureACTIVE and visit sustainable value for their Auckland, Austin, Berlin, Chicago, www.accentureinteractive.com. stakeholders. With more than 425,000 Copenhagen, Dubai, Dublin, Helsinki, people serving clients in more than Hong Kong, Istanbul, London, Los 120 countries, Accenture drives Angeles, Madrid, Melbourne, Milan, innovation to improve the way the New York, Paris, San Francisco, S!o world works and lives. Paulo, Seattle, Singapore, Stockholm, Sydney, Toronto, Washington, D.C. Visit us at www.accenture.com. and Zurich. For more information visit www.fjordnet.com or follow us on Twitter @fjord.
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