2017年-数据局_埃森哲：2017年Fjord科技趋势预测报告_49页_29mb

FJORD TRENDS 2017 Summary

Core Content

FJORD TRENDS 2017 is a comprehensive report analyzing the most significant developments that will influence design and innovation in the coming year. The report is based on extensive research, including workshops across 22 studios on five continents, and highlights eight key trends that organizations, governments, and society should be aware of. These trends reflect the evolving relationship between humans, technology, and the environments in which we live and work.

Main Trends and Key Points

1. From Designing for Device to Designing for Environment

• Shift in Focus: The focus is moving from designing for specific devices (like smartphones) to designing for the environments where people interact with technology.
• Live Experiences: Expect more live and real-time content, such as short stories and live video, as brands step back from controlling the narrative.
• Filter Paradox: Content will be more unfiltered but still curated through camera-style filters, creating a new dynamic in digital storytelling.
• Fjord Suggestion: Brands should adopt a human-centered design approach and focus on creating content that resonates with real-time user interactions.

2. Shiny API People – Rewiring for Innovation

• Digital Innovation: Organizations must embrace digital innovation to stay competitive and respond to rapid changes.
• People as IP and API: Employees and users are becoming the key assets and interfaces for innovation.
• Living Business: Fjord promotes a "Living Business" model where innovation is embedded in the organization's culture and operations.
• Fjord Suggestion: Create flexible frameworks for innovation, invest in cross-disciplinary training, and allow employees to drive innovation.

3. Blurred Reality – Beyond AR vs. VR vs. MR

• Mixed Reality (MR): The future lies in MR, which combines AR and VR to create seamless experiences between the physical and digital worlds.
• Examples: Magic Leap and Alibaba's virtual shopping experience exemplify the potential of MR.
• User Interaction: New paradigms of user interaction, such as voice, gesture, and gaze, will be essential in designing MR experiences.
• Fjord Suggestion: Designers should focus on creating integrated, experiential platforms and rethink how brands can communicate in this new format.

4. World on Wheels – Go Slow to Go Fast

• Autonomous Vehicles (AVs): AVs are becoming a reality, redefining the automotive industry and changing urban planning.
• New Business Models: Car ownership may decline as consumers shift to shared or fractional ownership models.
• Impact on Society: AVs will reduce accidents and change how we use our time during commutes, opening up new opportunities for services and experiences.
• Fjord Suggestion: Automotive manufacturers should view cars as part of a connected ecosystem and focus on designing experiences for the environment rather than just the device.

5. Homes Without Boundaries – Domestic Help Finds Its Voice

• Connected Home: The connected home is becoming a reality, but it's not yet fully personalized or seamless.
• Focus on Experience: The future of home services lies in creating personalized, integrated experiences that transcend traditional boundaries.
• Fjord Suggestion: Organizations should shift from device-centric strategies to experience-centric ones, ensuring services are tailored to individual needs.

6. Hourglass Brands – Don't Get Stuck in the Middle

• Brand Evolution: Brands must adapt to the new normal of content saturation and focus on creating authentic, emotionally-driven relationships with customers.
• Live Content: Brands should embrace live content and storytelling that feels real and unfiltered.
• Fjord Suggestion: Brands should think of themselves as "living" entities, continuously evolving and engaging with audiences.

7. Me, Myself and AI – Humanizing Chatbots

• AI in Customer Service: Chatbots are becoming more prevalent, but they must be humanized to build trust and engagement.
• New Roles: The adoption of AI will create new roles such as bot designers and algorithm auditors.
• Fjord Suggestion: Organizations should focus on human interaction and ensure that AI tools support, rather than replace, human involvement in customer service.

8. Unintended Consequences – Customer-Centric Cannibals

• Customer-Centricity: The focus on customer-centric innovation may lead to unintended consequences, such as cannibalizing existing services.
• Need for Agility: Organizations must be agile and flexible to adapt to these changes without compromising their core values.
• Fjord Suggestion: Organizations should review their tools and frameworks to ensure they can scale and evolve with changing market conditions.

Conclusion

FJORD TRENDS 2017 emphasizes the need for organizations to shift their focus from traditional models to more integrated, human-centered, and environment-driven approaches. The report highlights the importance of embracing emerging technologies, fostering innovation across the entire organization, and adapting to new consumer behaviors and expectations. By understanding and acting on these trends, businesses can better prepare for the future and create meaningful, sustainable experiences for their stakeholders.