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Fjord Trends 2017 - Highlights
The document summarizes Fjord's Trends 2017, which provides insights into challenges and opportunities organizations may face, emphasizing shifts in content consumption towards live and personal formats, a focus on 'storydoing', and the need for a human-centered approach. It highlights the increasing significance of innovation and agility in large organizations, the role of emerging technologies like AR, VR, and AI in transforming industries, and the importance of addressing social experiences alongside customer and employee experiences. Additionally, it discusses the impact of content saturation on branding and the evolving landscape of communication in the digital age.
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Fjord Trends 2017 - Highlights
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- 2. UN’DESIGN BEFORE YOU READ Fjordis a Design and Innovation division of Accenture Interactive. Every year the firm publishes a document called ‘Fjord Trends’ which they hope serves as ‘a guide to the challenges, experiences and opportunities your organization, employees, customers and stakeholders are likely to face in 2017 and beyond.’! ! It is a pretty interesting document which took me 2 hours to read. I culled out points that caught my attention. I present them as highlights. All images and content are from the Fjord Document itself, which I strongly recommend you read.! ! It is available here. 2
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- 4. UN’DESIGN LIVE stories andshort, raw content are how consumers want to communicate with each other, and it’s how they will increasingly want to communicate with brands.! ON CONTENT FJORD “ 4
- 5. UN’DESIGN Expect content that’smore personal and instant, and expect it to play out as short stories and live video.! ON CONTENT FJORD “ 5
- 6. UN’DESIGN Focus in 2016shifted onto ‘storydoing’ – creating stories by what brands do, rather than what they tell. ON CONTENT FJORD “ 6
- 7. UN’DESIGN Storydoing has –and should have – little to do with brand. More important is how humans interact with brands. ON CONTENT FJORD “ 7
- 8. UN’DESIGN Watch out forthe ‘filter paradox’, as more content will be unfiltered in the traditional sense, but with filters applied camera-style. ON CONTENT FJORD “ 8
- 9. UN’DESIGN The daily mediacontent consumption of U.S. adults, recently estimated at 10 hours 39 minutes, rose an entire hour in just one year. ON CONTENT FJORD “ 9
- 10. UN’DESIGN Curated feeds arecreating self- affirming and closed loop systems, like recommendation engines and algorithms feeds – giving the perception that the world agrees with our point of view. ON CONTENT FJORD “ 10
- 11. UN’DESIGN Content shock isthe point at which too much content makes content marketing, in its traditional sense, no longer sustainable. ON CONTENT FJORD “ 11
- 12. UN’DESIGN Brand owners mustheed three key lessons from content saturation. First, content creation doesn’t guarantee audience. Two, consumers now prefer content that is rough and ready. Three, LIVE rocks. ON CONTENT FJORD “ 12
- 13. UN’DESIGN A human-centered design approachis a powerful framework for creating compelling content. ON CONTENT FJORD “ 13
- 14. UN’DESIGN Your brand requireshuman- centered thinkers, so look for people like journalists and UX content strategists, who have a “for the people” mentality ingrained in their DNA. ON CONTENT FJORD “ 14
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- 16. UN’DESIGN Large organizations typically knowhow to scale but they struggle to be agile. While startups tend to excel in agility, they rarely succeed in scaling up. ON INNOVATION FJORD “ 16
- 17. UN’DESIGN Innovation is possiblewithout a design process but it is probable with one. ON INNOVATION FJORD “ 17
- 18. UN’DESIGN The role ofchief digital officer will become obsolete as digital is embedded throughout every organization. For the same reason, innovation hubs will also become redundant. ON INNOVATION FJORD “ 18
- 19. UN’DESIGN Upscaling the principlesand practises of innovation across the entire organization is now critical. We call this approach ‘Living Business’. ON INNOVATION FJORD “ 19
- 20. UN’DESIGN People are yourIP and your API. ON INNOVATION FJORD “ 20
- 21. UN’DESIGN Aim to scalefrom Day One. Start with a framework idea. Ensure your platforms, governance models and institution is also ready to upscale. ON INNOVATION FJORD “ 21
- 22. UN’DESIGN ON AR, VR,MR FJORD 22
- 23. UN’DESIGN Pokémon GO becamea global phenomenon, bringing mixed reality (MR) to the mass market – a real tipping point. ON AR, VR, MR FJORD “ 23
- 24. UN’DESIGN After years ofhype, VR finally entered mass public consciousness. ON AR, VR, MR FJORD “ 24
- 25. UN’DESIGN The National AutisticSociety in the U.K. enabled users to understand better what it’s like to be an autistic child. ON AR, VR, MR FJORD “ 25
- 26. UN’DESIGN Lockheed Martin launched MarsExperience Bus, an immersive school bus on which children explore the red planet’s surface via VR. ON AR, VR, MR FJORD “ 26
- 27. UN’DESIGN Alibaba in China,for example, has just launched a virtual shopping experience which allows you to buy products in New York department store Macy’s, thousands of miles away. ON AR, VR, MR FJORD “ 27
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- 29. UN’DESIGN Autonomous Vehicles (AVs)will redefine the automotive industry. Ambitious businesses will explore ways to integrate experiences between car and home. ON AVS FJORD “ 29
- 30. UN’DESIGN A key shiftmust be to move away from a device-specific approach focused around the smartphone. Instead, expect an environmental focus in-car. ON AVS FJORD “ 30
- 31. UN’DESIGN Should a providerof autonomous vehicles prioritize protecting an AV’s passengers or the people it may hit? Mercedes has already defined its value: passengers first, bystanders second. ON AVS FJORD “ 31
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- 33. UN’DESIGN Over the pastten years, focus has been on the mobile phone as the single device to control connected services. Over the next ten, focus will shift onto how to optimize the home environment through the integration of multiple connected devices. ON HOME AUTOMATION FJORD “ 33
- 34. UN’DESIGN Home automation soundslike fun, but in reality people don’t care enough. We must design services for the user, not the device. ON HOME AUTOMATION FJORD “ 34
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- 36. UN’DESIGN Define your brand’sbehavior in multiple environments and understand what brand type you can be: a Utility Brand (something to use), an Audience Brand (something to say), an Experience Brand (something to do) or a Relationship Brand (something to be related to). ON BRAND BUILDING FJORD “ 36
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- 38. UN’DESIGN New technology, likeAI, will create new jobs, whether it’s bot designers, algorithm auditors, or customer fallback specialists. ON AI FJORD “ 38
- 39. UN’DESIGN By 2020, theaverage person will have more conversations with chatbots than with his or her spouse – without even realizing it. ON AI FJORD “ 39
- 40. UN’DESIGN The Mitsuku chatbot– winner of the Loebner Prize in 2016 for most human-like AI – can manage a conversation for up to 25 minutes and achieved a 90 percent human score. ON AI FJORD “ 40
- 41. UN’DESIGN Make it clearthat the chatbot is their (user’s) assistant, not the corporation’s. ON AI FJORD “ 41
- 42. UN’DESIGN Just how thechatbot market will evolve from here remains to be seen. One possibility is that it follows a pattern of the apps market a few years ago when, after initial rapid growth, users stopped using them. ON AI FJORD “ 42
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- 44. UN’DESIGN Privacy and securityconcerns are now so great that they have stopped one-half of American internet users from doing basic things like posting on social networks or buying online. ON SOCIAL EXPERIENCE FJORD “ 44
- 45. UN’DESIGN Organizations readily consider customerexperience and employee experience. Now they must address social experience, too. They must question what impact their actions will have on society or the environment. ON SOCIAL EXPERIENCE FJORD “ 45
- 46. UN’DESIGN THANK YOU Read! ! “Does yourEmployee Experience suck?”! ! 46 @kkirank | UN’DESIGN