20170323-埃森哲-FJORD_TRENDS_2017_49页_29mb

FJORD TRENDS 2017 Summary

Core Content

FJORD Trends 2017 is a report by Accenture Interactive, summarizing the key developments expected to influence design and innovation in 2017. It outlines eight major trends that will shape the way organizations, governments, and society interact with technology and content.

Main Trends

1. From Designing for Device to Designing for Environment

• Overview: The focus is shifting from mobile devices to the environments where people spend their time.
• Key Points:
  • The smartphone has dominated for a decade, but in 2017, the emphasis will be on how technology can enhance environments.
  • Brands will need to step back and allow audiences to shape their own stories.
  • Expect more personal, instant, and live content, such as short videos and real-time experiences.
  • The "filter paradox" will emerge, where content is unfiltered but enhanced with filters.
• Recommendations:
  • Prioritize human-centered design.
  • Create content that allows audiences to shape their own narratives.
  • Give your content time to realize its ROI.

2. Shiny API People – Rewiring for Innovation

• Overview: Organizations must adopt a more people-centric approach to innovation.
• Key Points:
  • The challenge lies in balancing agility and scalability.
  • Design and innovation are interconnected, with design thinking being a key driver.
  • Many companies have started breaking down silos and fostering internal innovation.
  • Innovation must be embedded across the entire organization, not just in isolated pockets.
• Recommendations:
  • Upscale innovation principles across the entire organization.
  • Ensure CEO commitment and a clear roadmap for cultural change.
  • Use a "Living Business" approach to rethink what success means.
  • Invest in cross-disciplinary skills and collaborative tools.

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

• Overview: The future of interaction will be defined by mixed reality (MR) experiences.
• Key Points:
  • AR and VR have gained traction, but the real future lies in MR.
  • MR combines the best of both worlds, creating seamless, integrated experiences.
  • Examples include Magic Leap and Alibaba's virtual shopping experience.
  • The shift from single app experiences to interconnected platforms will redefine user interaction.
• Recommendations:
  • Design singular, integrated experiential platforms.
  • Upgrade user interaction methods to fit 3D environments.
  • Consider the broader implications of MR on brand identity and customer experience.

4. World on Wheels – Go Slow to Go Fast

• Overview: Autonomous vehicles (AVs) will transform the automotive and broader business landscapes.
• Key Points:
  • AVs are becoming a reality, with Google and nuTonomy leading public trials.
  • The shift from car ownership to shared mobility is expected to delay full car ownership.
  • New business models such as car-sharing and pay-per-use will emerge.
  • AVs will impact urban planning, road maintenance, and public services.
• Recommendations:
  • Think of the car as a platform for digital experiences.
  • Shift from device-specific strategies to environment-based ones.
  • Be agile and retool to adapt to new user behaviors and expectations.

Key Insights

• Content Saturation: The rise of social media and user-generated content has made traditional content marketing unsustainable.
• Trust Building: In a post-truth world, trust must be built through authenticity and meaningful relationships.
• Innovation Ecosystems: Innovation is not just about technology, but about creating a culture that supports it.
• User-Centric Approach: Organizations must prioritize user experience and allow users to shape the narrative.
• Technological Integration: The future will see seamless integration of digital and physical experiences, especially in the context of connected environments.

Conclusion

FJORD Trends 2017 emphasizes the need for organizations to evolve with the changing landscape of technology and user behavior. It encourages a shift from traditional storytelling and device-centric strategies to more integrated, human-centered, and environment-focused approaches. The report highlights the importance of agility, trust, and rethinking business models in the face of emerging technologies like MR and AVs.