2016年-数据局_埃森哲：FJORDTRENDS_67页_54mb

FJORD TRENDS 2016 Summary

Core Content

FJORD TRENDS 2016 explores the evolving landscape of design and innovation, focusing on how technology and societal shifts are reshaping the way organizations interact with users, employees, and the broader market. The report highlights key trends that are expected to influence the coming year, emphasizing the importance of understanding these changes to remain competitive and relevant.

Main Trends and Key Points

1. Living Services

• Core Concept: Living Services are becoming the foundation of modern design, enabling real-time, context-aware interactions that adapt to user needs.
• Technology Impact: AI and the rise of the "quantified self" are driving these services to become more personalized and integrated.
• Implications: These services are transforming everyday life, from healthcare to city planning, and are becoming more data-driven and automated.

2. Smaller, Faster, Flatter

• Core Concept: The shift toward smaller, faster, and flatter services is driven by the increasing use of APIs and platforms.
• Examples: The integration of services into platforms (e.g., WeChat), and the ability to deliver micro-moments of interaction that are quick and relevant.
• Implications: This trend changes how consumers engage with brands, favoring bite-sized, intent-driven experiences over long-term immersion.

3. Social Change Through Digital

• Core Concept: Digital tools are reshaping social norms, particularly around privacy and trust.
• Consumer Behavior: 54% of digital users are cautious about sharing their information, highlighting the need for transparent data practices.
• Corporate Responsibility: Businesses must adopt "services with manners" to build trust and ensure ethical use of consumer data.

4. B2WE (Business to Worker)

• Core Concept: Organizations must prioritize the employee experience as a critical component of their innovation strategy.
• Employee Expectations: Employees now seek tailored experiences, fast evolution, and personal connection in their careers.
• Implications: The rise of "tours of duty" and the need for cultures of purpose and empowerment in the workplace.

5. Disappearing Apps

• Core Concept: Apps are becoming more integrated into platforms, leading to their atomization.
• Examples: WeChat, Google Now on Tap, and Spotify are redefining how services are delivered through intuitive, context-aware interactions.
• Implications: The future of app design will focus on seamless interactions rather than transactional experiences, with services appearing naturally in users' environments.

6. The Flattening of Privilege

• Core Concept: Digital technology is making luxury services more accessible, challenging traditional notions of privilege and exclusivity.
• Examples: Peer-to-peer services like TaskRabbit and Trunk Club offer personalized, affordable luxury experiences.
• Implications: As services become more democratized, the definition of luxury must evolve to reflect new standards of accessibility and personalization.

Key Insights and Recommendations

FJORD SUGGESTS

• Be first or be non-existent: Early adoption of new technologies and platforms is crucial to gain a competitive edge.
• Listen and learn: Brands must actively listen to user data and respond in a way that is clear and respectful.
• Empower your people: Autonomy and clear communication are essential for motivating and retaining employees.
• Redefine luxury: In a digital age, luxury is not just about exclusivity but also about personalization and accessibility.
• Invest in multidisciplinary teams: Collaboration across departments is necessary to understand and meet the needs of future users.
• Think outside the screen: Services should be designed to fit into the user's environment rather than being confined to mobile apps.

Key Metrics and References

• Micromoments: On average, it takes 66 days to form a new habit.
• Digital Trust: 54% of digital users are cautious about sharing information.
• Employee Experience: 86% of U.S. jobs are service-related.
• Third-Party Apps in WeChat: 10 million third-party apps reside within the app.
• Lending Club Funding: Nearly $2 billion in loans funded in Spring 2015.

Conclusion

FJORD TRENDS 2016 outlines a future where technology and design are deeply intertwined, influencing everything from personal habits to corporate strategies. The report underscores the need for organizations to adapt to these changes by focusing on user-centric design, ethical data practices, and the evolving expectations of both consumers and employees. The trends highlight the importance of innovation, trust, and seamless integration in the digital age.