埃森哲-Fjord趋势报告2018（英文）-2017-41页-4mb

2018 Fjord Trends Summary

Core Content

The 2018 Fjord Trends report outlines seven key trends that are shaping the intersection of business, technology, and design. These trends reflect the growing influence of technology on human experiences and the increasing complexity of navigating a world defined by digital and physical integration, algorithmic influence, and the ethical implications of technology.

Main Trends and Key Points

Trend 01: Physical Fights Back

• Core Idea: The physical world is reclaiming its place in brand experiences as digital becomes more integrated and invisible.
• What's Happening:
  • Digital has dominated brand experiences for years, but the focus is shifting to how it enables physical and sensory experiences.
  • Technology is becoming more ambient and accessible, allowing users to move away from screen-based interactions.
  • IoT devices are proliferating, with an expected growth from 15.4bn in 2015 to 75.4bn by 2025.
• What's Next:
  • Organizations must restructure to blend physical and digital experiences.
  • Voice-activated and haptic interfaces are leading the shift toward screen-free interactions.
  • Brands like Carnival and Local Motors are pioneering physical-digital co-creation models.
• Fjord Suggestions:
  • Stop viewing digital and physical as separate.
  • Let technology inspire you.
  • Sharpen your design skills.

Trend 02: Computers Have Eyes

• Core Idea: Intelligent cameras and computer vision are transforming how data is captured and used to create more personalized and engaging services.
• What's Happening:
  • Cameras are becoming more sophisticated, capable of capturing and analyzing visual data without manual input.
  • Examples include Google Clips, Apple's Face ID, and Alibaba's use of facial recognition for parcel pickup.
  • Computer vision is being used in various applications, such as baby monitors, AI assistants, and retail analytics.
• What's Next:
  • Eye capture and AI will generate more powerful insights, driving new services and experiences.
  • The integration of cameras into everyday objects (e.g., smart mirrors, contact lenses) will expand their role beyond mere image capture.
  • Privacy and security will be central to building user trust in this technology.
• Fjord Suggestions:
  • Rethink services based on what computers "see."
  • Rethink your approach to data, focusing on visual insights.
  • Rethink the design context by incorporating human emotions and behaviors.

Trend 03: Slaves to the Algorithm

• Core Idea: Algorithms are becoming the primary gatekeepers between consumers and brands, reshaping how marketing and retail strategies are developed.
• What's Happening:
  • Algorithms, especially voice-controlled assistants like Alexa, are changing how users discover and purchase products.
  • Trust in algorithms is growing, with consumers deferring to them for recommendations and decisions.
  • Brands are now competing for algorithmic visibility, as seen in partnerships with Amazon and others.
  • Algorithms can be biased, favoring well-known brands and limiting exposure for smaller ones.
• What's Next:
  • The "third space" of voice-controlled shopping will challenge traditional retail and marketing strategies.
  • Algorithm optimization will become as important as SEO.
  • Brands must find ways to influence customer decisions and bypass algorithmic limitations.
• Fjord Suggestions:
  • Get to know the gatekeepers (e.g., Amazon, Google, etc.).
  • Understand how to be ranked by them and how to bypass them.
  • Create collaborative or complementary services on existing platforms.

Key Themes

• Tension: The report identifies "Tension" as the overarching theme for 2018, reflecting the growing divide between digital and physical, human and machine, and centralized and decentralized systems.
• Integration: The physical and digital worlds are becoming increasingly intertwined, with technology playing a more subtle and enabling role.
• Trust: As technology becomes more pervasive, building trust through transparency and ethical use is essential for user adoption.
• Personalization: Algorithms and computer vision are driving a shift toward more personalized and seamless user experiences.
• Collaboration: Organizations must collaborate with platforms and technologies to remain relevant in a rapidly evolving landscape.

Conclusion

The 2018 Fjord Trends report highlights the transformative impact of technology on consumer behavior, brand interactions, and design practices. As digital becomes more ambient and algorithms more influential, the challenge for businesses is to design experiences that are both meaningful and integrated, while also navigating the ethical and trust-related implications of these shifts. The future belongs to those who can blend the physical and digital, anticipate algorithmic behavior, and create services that resonate with users in an increasingly complex world.