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Fjord Trends 2017 - Highlights

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Fjord Trends 2017 - Highlights

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Fjord is a Design and Innovation division of Accenture Interactive. Every year the firm publishes a document called ‘Fjord Trends’. The 2016 edition took me 2 hours to read. As I read, I culled points that caught my attention. I present them as highlights with the hope that it will encourage you to read the full report available here.

http://bit.ly/2i1QLjU

Fjord is a Design and Innovation division of Accenture Interactive. Every year the firm publishes a document called ‘Fjord Trends’. The 2016 edition took me 2 hours to read. As I read, I culled points that caught my attention. I present them as highlights with the hope that it will encourage you to read the full report available here.

http://bit.ly/2i1QLjU

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Fjord Trends 2017 - Highlights

  1. 1. UN’DESIGN FJORD TRENDS 2017 UN’DESIGN HIGHLIGHTSIN 10 MINS 1
  2. 2. UN’DESIGN BEFORE YOU READ Fjord is 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
  3. 3. UN’DESIGN ON CONTENT FJORD 3
  4. 4. UN’DESIGN LIVE stories and short, 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. 5. UN’DESIGN Expect content that’s more personal and instant, and expect it to play out as short stories and live video.! ON CONTENT FJORD “ 5
  6. 6. UN’DESIGN Focus in 2016 shifted onto ‘storydoing’ – creating stories by what brands do, rather than what they tell. ON CONTENT FJORD “ 6
  7. 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. 8. UN’DESIGN Watch out for the ‘filter paradox’, as more content will be unfiltered in the traditional sense, but with filters applied camera-style. ON CONTENT FJORD “ 8
  9. 9. UN’DESIGN The daily media content 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. 10. UN’DESIGN Curated feeds are creating 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. 11. UN’DESIGN Content shock is the point at which too much content makes content marketing, in its traditional sense, no longer sustainable. ON CONTENT FJORD “ 11
  12. 12. UN’DESIGN Brand owners must heed 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. 13. UN’DESIGN A human-centered design approach is a powerful framework for creating compelling content. ON CONTENT FJORD “ 13
  14. 14. UN’DESIGN Your brand requires human- 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
  15. 15. UN’DESIGN ON INNOVATION FJORD 15
  16. 16. UN’DESIGN Large organizations typically know how 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. 17. UN’DESIGN Innovation is possible without a design process but it is probable with one. ON INNOVATION FJORD “ 17
  18. 18. UN’DESIGN The role of chief 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. 19. UN’DESIGN Upscaling the principles and practises of innovation across the entire organization is now critical. We call this approach ‘Living Business’. ON INNOVATION FJORD “ 19
  20. 20. UN’DESIGN People are your IP and your API. ON INNOVATION FJORD “ 20
  21. 21. UN’DESIGN Aim to scale from Day One. Start with a framework idea. Ensure your platforms, governance models and institution is also ready to upscale. ON INNOVATION FJORD “ 21
  22. 22. UN’DESIGN ON AR, VR, MR FJORD 22
  23. 23. UN’DESIGN Pokémon GO became a global phenomenon, bringing mixed reality (MR) to the mass market – a real tipping point. ON AR, VR, MR FJORD “ 23
  24. 24. UN’DESIGN After years of hype, VR finally entered mass public consciousness. ON AR, VR, MR FJORD “ 24
  25. 25. UN’DESIGN The National Autistic Society 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. 26. UN’DESIGN Lockheed Martin launched Mars Experience Bus, an immersive school bus on which children explore the red planet’s surface via VR. ON AR, VR, MR FJORD “ 26
  27. 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
  28. 28. UN’DESIGN ON AVS FJORD 28
  29. 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. 30. UN’DESIGN A key shift must 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. 31. UN’DESIGN Should a provider of 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
  32. 32. UN’DESIGN ON HOME AUTOMATION FJORD 32
  33. 33. UN’DESIGN Over the past ten 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. 34. UN’DESIGN Home automation sounds like fun, but in reality people don’t care enough. We must design services for the user, not the device. ON HOME AUTOMATION FJORD “ 34
  35. 35. UN’DESIGN ON BRAND BUILDING FJORD 35
  36. 36. UN’DESIGN Define your brand’s behavior 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
  37. 37. UN’DESIGN ON AI FJORD 37
  38. 38. UN’DESIGN New technology, like AI, will create new jobs, whether it’s bot designers, algorithm auditors, or customer fallback specialists. ON AI FJORD “ 38
  39. 39. UN’DESIGN By 2020, the average person will have more conversations with chatbots than with his or her spouse – without even realizing it. ON AI FJORD “ 39
  40. 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. 41. UN’DESIGN Make it clear that the chatbot is their (user’s) assistant, not the corporation’s. ON AI FJORD “ 41
  42. 42. UN’DESIGN Just how the chatbot 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
  43. 43. UN’DESIGN ON SOCIAL EXPERIENCE FJORD 43
  44. 44. UN’DESIGN Privacy and security concerns 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. 45. UN’DESIGN Organizations readily consider customer experience 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. 46. UN’DESIGN THANK YOU Read! ! “Does your Employee Experience suck?”! ! 46 @kkirank | UN’DESIGN

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