These are some of the predictions of global professional services firm Accenture in its recently released Fjord Trends 2017 report.
“The year is about making us smarter humans and fostering human potential by creating helpful, meaningful services across an expanded array of digitized environments,” said Scott Weisbrod, group service design director and Toronto studio head, Fjord.”… Our tenth annual Trends report aims to provoke, inform and inspire but, above all, to provide actionable insights into designing for the rapidly evolving world of experience.”
He said organizations will need to “rewire” and adapt to the “supercharged, responsive and immersive environments” now made possible by automation and faster interfaces.
Click on the image below to view Fjord Trends 2017 slideshow
Trends 2017 draws upon the collective thinking of Fjord’s 800+ designers and developers around the world based on first-hand observations, third-party research, and client work.
Here are the eight digital trends expected to shape the next generation of experiences:
Shiny API People: Organizations will need to completely re-wire to inspire creative thinking and become more people-centric. They’ll do this by upscaling the principles and practices of innovation to effect organization-wide transformation.
Hourglass Brands: With a polarized brand landscape, brands sitting in the squeezed middle will need to change their strategies and either lean towards a clear purpose or advocate a ‘we can do anything’ voice.
Blurred Reality: As mixed reality moves towards the mainstream, organizations will turn away from single, siloed enhanced reality experiences to focus instead on harnessing and combining all types of reality – both enhanced and real.
The World on Wheels: With autonomous vehicles so close to becoming part of everyday life, organizations will focus attention on the car as a connected mobile environment in which things happen via multiple devices. Leaders will explore ways to integrate experiences between car and home.
Homes without Boundaries: Organizations will need to look beyond device-centric strategies to focus instead on designing and serving home experiences that better meet individual householders’ varying wants and needs.
Ephemeral Stories: Brand content is shifting from storytelling to “storydoing” – creating stories by what brands do, rather than what they tell. Brand owners will step back and make room for audiences to shape their own stories through highly personal – often, ephemeral — content.
Me, Myself and A.I.: While A.I. has evolved exponentially, in 2017 we will see a shift in organizations’ approaches to developing products and services as emotional intelligence (EQ) becomes a critical A.I. differentiator.
Unintended Consequences: Organizations will focus more closely not just on their customer and employee experiences, but on their social experiences to guard against unintended consequences of their activities.
“Organizations across every sector are learning to harness digital to become more customer-centric,” Weisbrod said. “It is through this lens that organizations need to rethink their purpose and what they call a service in order to convert change into opportunities.”
(Image of four robots on a wall, by Justin Morgan)
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