Fjord Trends 2019 examines seven
ideas expected to shape the next generation of experience
TORONTO, Dec. 11, 2018 /CNW/ - Facing an
explosion of digital clutter resulting from two decades of rapid
technology growth and innovation, people and organizations are
rethinking what they really want, says a new report by Accenture
(NYSE: ACN). A fundamental re-examination of what people want and
value is ushering in a new design ethos that puts human value back
at the center of innovation. At this inflection point, Accenture
Interactive has released Fjord Trends 2019, its
12th annual outlook on what's ahead for the future of
business, technology and design.
According to the report, years of organizational investment in
innovation have left customers feeling inundated and overwhelmed,
straining the demands on our time and attention. Whereas once we
craved the novelty, excitement and instant gratification, we now
crave more quiet and meaning in a noisy world. People and
organizations are doing some soul-searching about what they really
value, rejecting products and services that don't meet their needs
– in effect, changing the nature of our relationships with
technology and brands.
"Digital is facing a big spring cleaning: a time when we decide
whether something still has value and relevance to our lives," said
Mark Curtis, Fjord's co-founder and
chief client officer. "Digital is now so widely adopted that its
novelty has worn off. In their attempt to declutter, people are
being more selective about which products and services they
incorporate into their daily lives, choosing to disconnect,
unsubscribe or opt-out if the value exchange is not mutual. Never
before has the responsibility of design been more important."
This mindset shift has major implications — and creates massive
opportunities — for organizations and for customer experience, says
the report. It's time to take stock and rethink products, services,
and experiences that people actually want and value.
"Winners in 2019 will be those organizations that provide a
sense of value and relevance not only to individuals, but also to
the world," said Brian Whipple, CEO
of Accenture Interactive. "Value creation will not come from simply
growing bigger, but by being better. Consistent with our mission to
create, build and run the best customer experiences for our
clients, we believe this year's trends support our guiding
principle that the best experiences are those that make people's
lives better, more productive, and more meaningful."
Fjord Trends 2019 examines seven trends expected to shape
the next generation of experience and offers actionable advice for
organizations to prepare for the opportunities ahead:
- Silence is Gold: Feeling overwhelmed has become a
health issue. By embracing mindful design, brands must find ways to
make themselves heard by consumers who crave quiet in a noisy
world.
- The Last Straw?: Enough talk. People expect products and
services to have built-in sustainability, or they'll reject those
that don't.
- Data Minimalism: People and organizations disagree on
the value of personal data. Is transparency the key to bridging the
gap?
- Ahead of the Curb: From electric scooters to
drones, urban mobility has turned cities into free-for-alls. It's
time to combat the clutter with unified ecosystems that meet
real-time needs.
- The Inclusivity Paradox: 2018 was a wake-up call to
listen to a variety of voices. But how do we design for all without
inadvertently excluding others? Stop thinking of people as types
and start adopting a mindset mentality.
- Space Odyssey: Work and retail spaces need a digital
makeover. It's time to rethink our approaches and tools for
designing spaces.
- Synthetic Realities: We live in a new world in
which reality is crafted and synthetic. With face-swapping and
voice simulation creating more believable synthetic realities,
companies must work out how to capitalize on it — and manage
risk.
"The opportunities for meaningful and mindful design to
revolutionize a number of areas are greater now than we've seen in
years," Curtis said. "We're on the cusp of a creative revolution:
the opportunity to rethink our products and services in order to
take care of the world we live in, as well as the people in
it."
Fjord Trends 2019 draws upon the collective thinking
of Fjord's 1,000+ designers and developers in 28 studios around the
world. The annual report is based on first-hand observations,
evidenced-based research and client work. To read the report,
visit: trends.fjordnet.com and follow the conversation on
Twitter with #FjordTrends.
Accenture Interactive is partnering with clients
like Telefonica and Auris Health to reinvent
their customer experiences. Get in touch to find out how we
can reinvent your customer experience to achieve greater value and
relevancy: fjord.trends@accenture.com.
About Accenture
Accenture (NYSE: ACN) is a leading
global professional services company, providing a broad range of
services and solutions in strategy, consulting, digital, technology
and operations. Combining unmatched experience and specialized
skills across more than 40 industries and all business functions —
underpinned by the world's largest delivery network — Accenture
works at the intersection of business and technology to help
clients improve their performance and create sustainable value for
their stakeholders. With 459,000 people serving clients in more
than 120 countries, Accenture drives innovation to improve the way
the world works and lives. Visit us at www.accenture.com.
Accenture Interactive helps the world's leading brands transform
their customer experiences across the entire customer journey.
Through our connected offerings in design, marketing, content and
commerce, we create new ways to win in today's experience-led
economy. Accenture Interactive is ranked the world's largest
digital agency in the latest Ad Age Agency Report, for the
third year in a row. Fjord, Accenture Interactive's design and
innovation unit, reimagines people's relationships with the digital
and physical world around them, using the power of design to create
services people love. To learn more follow
us @AccentureACTIVE and @fjord or visit
www.accentureinteractive.com and www.fjordnet.com.
SOURCE Accenture