2018 Fjord Trends. Singapore, April

Transcription

1 Fjord Trends 2018 Our annual Trends report is always a team effort, and this year s team was bigger and more diverse than ever. More than 1,000 Fjordians and 85 clients from five continents inspired our report, each bringing their own individual perspectives and experiences to the table. The result? Seven predictions on the design and innovation challenges and opportunities facing organizations, consumers and employees in 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.

2 2018 Fjord Trends Singapore, April

3 01 Physical fights back 02 Computers have eyes 03 Slaves to the algorithm 04 A machine s search for meaning 05 In transparency we trust 06 The ethics economy 07 Design outside the lines TENSION digital v physical human v machine centralized v decentralized speed v craft automation v control traceability v anonymity

4 Physical fights 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.

5 IOT: By 2020, 30% of web browsing will be done without a screen Whether it s enabled by augmented reality, voice UI or machine learning, the process and output of design will be very different tomorrow from today. AI will eat some routine design tasks.

6 A fog of devices

7 Super-physical: Alibaba s Tao Café & Amazon Go We re seeing retailers using ever-smarter and ever-cheaper technology to create magical experiences.

8 Personalization in new places: Carnival Cruises Medallion Wearable technology is another useful tool for organizations to provide experiences that are less reliant on screens to deliver an experience.

9 What s next? No longer will we be able to distinguish between digital and physical design they will be one and the same. The future of service design is about blending physical and digital and already, the design discipline and design specialists are responding. As digital becomes ubiquitous and increasingly invisible, what future structure, brief and role should there be for an in-house digital team?

10 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.

11 Image recognition: Designing movies, helping partially sighted people, getting used to facial recognition Facial recognition has reached a point of comfort and acceptance, but also privacy conncerns.

12 Scaling image recognition in China: SenseTime P2P Lending authentication Surveillance Image sorting and facial editing for consumers Customer behaviour monitoring

13 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.

14 A new commerce channel: 20% have asked Alexa to make a purchase on their behalf If there is no longer a physical place where a brand might exist and come to life for consumers, how will brands connect with shoppers?

15

16 DoNotPay: A bot that fights your parking fines Expect consumers to start to ask this question: Exactly who is your algorithm working for?

17 What s next? Organizations will explore new ways to interact with consumers when traditional routes of influence become redundant. New and existing brands will rethink their brand architecture in an auditory world. More services will work on behalf of consumers, instead of for brands.

18 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.

19

20

21

22 Better together: Cancer diagnostic error rates Impact of AI - human collaboration Accuracy of AI 92% Accuracy of Pathologist 96% Accuracy of AI + Pathologist 99.5%

23 What s next? Organizations will replace older skills that won't be needed with the right skills for their workforce to support these new technologies. The employee experience will be evolved to ensure harmony between people and machines. Machines need to learn about people s inconsistent use of language and the ways in which we marry words with gestures.

24 The ethics 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.

25 Corporate diversity: Apple takes a stance People should have values Companies are nothing more than a collection of people. So by extension, all companies should have values. As a CEO, I think one of your responsibilities is to decide what the values of your company are, and lead accordingly. - Tim Cook

26 Tesla and IKEA: Tesla donated batteries to Puerto Rico, IKEA is employing refugees as part of a global plan Making unexpected moves to offer longlasting, meaningful help for those who need it this goes beyond the usual boundaries of CSR.

27 Walmart and Dicks: Both stores are changed their gun sales policies ahead of any action by government Dicks has since been sued for not selling a gun to a 20 year old. Their policy and Walmart s is to ban sales to under-21s and remove assault weapons and large capacity magazines from their shelves.

28 Facebook, Data and Privacy: Legislators are not quite sure how to regulate tech giants Hearings in congress and senate put government in the position of asking a corporation for help in figuring out how to regulate their impacts.

29 What s next? More organizations will take a proactive approach to resolving political, economical, and social issues. Consumers and employees will demand organizations take action beyond issues that directly affect them. Poorly considered design and innovation will have political consequences.

30 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.

31 ID2020: A global ID system, powered by blockchain In September 2017, in blockchain investments was tipped to reach US$3bn by the end of the year. The price of bitcoin, now one of a number of digital currencies, jumped in value by 900% between January and November 2017

32 Spotify: Media management through blockchain Self-executing contracts represent a powerful example of a Living Service a new generation of contextually-aware and indispensable services set to transform the way we live, through a combination of technologies delivering a new layer of connected intelligence.

33 Decentralised trust: A wide variety of uses arising Legal Fling creates instant consensual sex contracts on blockchain. < Kodak is creating a blockchain-based image rights and monetization platform. Power ledger provides P2P energy trading for private renewable energy producers >

34 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.

35 Forbes: A survey found 39% of senior level executives have adopted the key precepts of design thinking The proliferation of design thinking threatens a narrow focus on what design can, and should do. It tends to undervalue beauty, for example.

36 We are all designers Are we really?

37 Design Doing Fjord s design rule of 3 The craft of design is about creating elegantly simple and beautiful product and service experiences. Beautifully crafted experiences attract usage, create differentiation, and make change meaningful. IMG 12 Design Thinking Putting people at the centre is what designers naturally do. Design Thinking is a mindset and set of skills to immerse ourselves in the complex contexts of peoples lived experiences and identify and shape opportunities to serve those people better. Design Culture Design delivers sustainable value only within a culture of design. At Fjord we nourish our design culture and help clients grow the instincts and mindsets of design. We live and breath design. You can feel it as soon as you start working with us.

38 Monzo and Citymapper: Great design adds USP and personality The loveability factor. Design craft makes products loveable, and elevates them to become truly compelling. Apple products are instantly recognizable inside and out even without the logo.

39 What s next? Design will have an impact beyond the thinking. Design processes, tools, and team structures will continue to evolve. Data will be a key catalyst for this. Craft, beauty and breakthrough ideas will swim back into the mainstream driven by their ability to differentiate.

40 trends.fjordnet.com Physical fights back Computers have eyes Slaves to the algorithm In transparency we trust A machine s search for meaning The ethics economy Design outside the lines

41 Thank you Ted Kilian trends.fjordnet.com