Fjord 2014 Trends

ANNUAL TRENDSTRENDS IMPACTING SERVICE DESIGN IN

2014

TRENDS 2014 Every year Fjord comes together to brainstorm the key trends in service design that will transform what we do our clientsrsquo businesses and the way we live

This year our new colleagues at Accenture Interactive also joined us The result is our combined thoughts on the major trends that will shape business and society in the year to come

We believe that 2014 will bring even more transformation disruption and delight toorganizations and their audiences Underpinning these trends are three core themes that will impact everyone

Old businesses will become new Traditionally non-digital businesses will have to reinvent themselves to consider the role of digital services in their organizations As people embrace more digital lifestyles every business must become a digital business

Wersquore entering the age of Living Services With more things becoming connected the living services wave will radically shape peoplersquos lives and expectations Brands must deliver services that are contextually aware learn about us maintain relevance in our lives and meet our evolving needs

Change will beget change Digital innovation does not happen on its own or without consequences For radical departures from convention watch for gaps in between ideas but be wary that hyped developments often struggle to adapt to existing systems and economic reality

Our hope is that our 2014 Trends will motivate inspire and provide actionable insights to move businesses and society forward

We call that Design at the Heart

IN CONVERSATION WITH OBJECTS

UNDERWRITING DIGITAL

YOU ARE THE INTERFACE

WHAT PRESCRIPTION DOES THE HEALTHCARE INDUSTRY NEED

LIVING ARROWS

EVERY PRODUCT ISA SERVICE WAITING TO HAPPEN

THE DISTRIBUTED HOME

TO SERVE OR NOT TO SERVE

INVISIBLE MONEY

TELCO 30

TRENDS 2014

conversation with objects

underwriting digital every product is a service To serve or not to serve Telco 30 Big is Backwhat RX does healthcare need

you are the interface living arrows the distributed home invisible money




























Everything from watches to pill bottles are connecting with us and collecting data that could influence our behavior These devices are beginning to quietly talk to each other leaving us to carry on as they recede into the background to make smarter choices for us Fjord believes this ldquosmartificationrdquo of objects and the new forms of interactions theyrsquoll give rise to will have a huge impact on social behavior

As more objects get ldquosmartifiedrdquo deep challenges to social conventions will emerge





WHATrsquoS GOING ONNew social conventions and etiquette will form around these connected objects Therersquos already animated debate about when it might not be acceptable to wear Google Glass The early adopters sporting Glass will have to navigate societal norms thoughtfully If yoursquore paying with your face it may be unclear when your transaction is complete or when someone else is picking up the tab The same questions arise about other wearables Right now itrsquos acceptable to look at your watch to check the time but if messages alerts and payments are flowing

through your wristband will that change the meaning of a quick glance at your wrist in a social setting Therersquos also a trend that complicates this social disruption even more the prevalence of embedded sensors in unexpected newly connected devices like your bed These objects will engage in conversations but a conversation is a complex thing Rethink Robotics puts graphical ldquoeyesrdquo on their robots not to humanize them but to signal their intent Machine-to-person signaling is going to be a key issue





LOOKING FORWARD


With an estimated five million smart watches expected to ship in 2014 and the rumored launches of Applersquos iWatch and Chinarsquos ZTE Smartwatch the wearables battleground is poised to move into mainstream popularity The official launch of Google Glass will lead the pack of competitors in the smart glasses arena and traditionally analog products will get a digital makeover that will usher them into this ultra-connected era However it isnrsquot just the physical side of smart objects we should focus on itrsquos the services that we design on top of the physical objects and the behavior they promote that matter

In this way fashion has an important role to play in determining adoption and use wearables will influence fashion designers and fashion will affect the technology Wersquove seen designers readily embrace technology on the runways already and brands like MyKronoz are explicitly targeting the style market PayPal is poised to revolutionize hands-free payments with PayPal Beacon and Mondelez International may introduce Smart Shelves supermarket shelves that recognize us and adapt to our behavior In short this year yoursquore likely to join the wearable revolution and spot newly-connected versions of familiar products

FJORD SUGGESTSWhen more of our homes cars work and children all start to connect and we adopt new forms of interaction there are huge social ramifications to consider Think through the contextual reality of conversations with objects whether by voice gesture tap or vibration How will other humans around your target audience respond to the interaction

As we increasingly add smartified objects to our lives wersquoll have to swim against the tide of compartmentalization within our businesses Donrsquot create a ldquowearablesrdquo team Think of a cohesive service design approach and organizational structure that supports it The adage of ldquojust because you can doesnrsquot mean you shouldrdquo is extremely relevant as we move towards a future with so many possibilities

Design a whole new set of interaction systems for the coming ldquosmartificationrdquo

Design services and ecosystems over single-purpose apps which will take a back seat in the sensor revolution

Plan for simple barriers like charging cord management that could be turn-offs for users


Mobile is undergoing a reinvention and telcos will reap the benefits Since Fjord started publishing our annual Trends wersquove gone from ldquomobile firstrdquo to ldquomobile gaprdquo Now wersquore at the stage of ldquomobile as the impetus to reinventionrdquo where mobile really means connected technology

Smartphones and other mobile technology are finally maturing Their increased adoption in every developed market bumps them from technology teenagers to mature adults looking to reinvent themselves This presents an unprecedented opportunity for companies to deliver new types of experiences Telcos will continue their evolution of business models from ldquodumb pipesrdquo to ldquosmart servicesrdquo by further combining their traditional network services with new digital hubs

TELCO 30Big is back and itrsquos a make or break year




WHATrsquoS GOING ONThe major telcos are now focusing on verticalsto reimagine their businesses Telcos can have a profound impact on industries like the connected car and more broadly travel health and wellness homesecurity insurance retail and education In addition to investing in these areas to accelerate their influence theyrsquoll need to collaborate with industry leaders Wersquove seen that this is the case with automotive when Tesla chose ATampT to power its connected car strategy Or it could be a partnership with brands like a telecommunications industry joint venture mobile payment system that works with American Express In education ATampT is championing a degree in Computer Science at Georgia Tech that will cost students $7000 with Udacity as opposed to the normal cost of $50000

Telcos are an important partner to other industries as they hold a natural position of power in the value chain

Telcos are also data goldmines by putting this type of real-time data to use operators could automate processes to be more efficient and improve the customer experience on their network This could transform the dumb pipes into value-adding smart pipes and upgrade their status in our lives from ldquonecessary evilrdquo to ldquoindispensable companionrdquoFor example one operator captures six billion customer interaction data points per day on their network ATampT and Telefonica are both moving to play central data roles BLNKIO whose tagline is ldquosmall data is the new bigrdquo comes from Telefonica m2m

TELCO 30conversation with objects



LOOKING FORWARD

TELCO 30

Telcos will leverage areas of strengthmdashinfrastructure data services scalemdashto be the natural backbone of vertical services and solutions But digital transformation is catalyzed in the front office not in the back office The front end is all about the consumer experience service delivery and engagement

Telcos will adopt the strategy of people over pipes This will be a transition from selling data services to selling a ldquoconnected-living lifestylerdquo in a digital world In many cases theyrsquoll provide value added services as part of these solutionsmdashlike home security monitoring personnel for the connected home and car insurance monitoring for the connected car Wersquove seen this already with leaders like Verizon dipping into the healthcare market through their Converged Health Management platform a remote patient monitoring

solution to connect patients and doctors between clinical visits

Furthermore since Application Programming Interfaces (APIs) are the building blocks to living servicesmdashwearables connected devices and digital objectsmdashwersquoll see telcos continue to heavily invest in API marketplaces to fuel the next wave of the Internet of Things This is a huge transformation as telcos are poised to be the infrastructure and the interface of how we are connected Expect more merger and acquisitions action in 2014 They could be the key to getting our devices connected products and services talking as well as becoming huge players in content accessibility

FJORD SUGGESTSAlas becoming a new trusted provider of digital experiences isnrsquot just about building new businesses or bolting on new capabilities To truly own the space telcos must make sense of the Internet of Things and be the glue that allows people to connect not only devices but services in a centralized place without hassle They need to get it right by making the experience pleasant and easy as they roll this outmdashor risk deepening the infamous lovehate relationship they have with people They can make this right by becoming more adept at things that have eluded them before understanding their customers based on rich data and transforming this data into a beautiful personalized response to their needs This intelligence will be stronger through alliances with third parties

As players prepare for the dawn of Telco 30 expect more mergers and acquisitions in 2014

While people assume it will be led by the sexy startups itrsquos the telcos that will provide the infrastructure that will bring to life peoplersquos visions of living services and connected devices

Think about how telcos could be a partner for your organizationmdashit could accelerate your impact

TELCO 30

Brands used to be control freaks But now users have high expectations for a more humanized relationship with their products and services putting them in the command seat In the past wersquove seen brands address this by engaging in conversation with users openly on social networks or including their input in marketing campaigns Now brands need to relinquish their control in a new way reacting more nimbly to their audiencersquos needs infusing empathy and delight into every interaction and being present in every interaction

ldquoYou are the bows from which your children as living arrows are sent forthrdquo Khalil Gibran

LIVING ARROWS




WHATrsquoS GOING ONWersquove seen brands jump into social media and Internet forums like Reddit to join the conversation about them However sometimes they can still appear as an outsider encroaching on an open discussion like helicopter parents dancing at the prom To reframe this relationship organizations are inviting people to improve their products in more collaborative ways Good Eggs a startup that delivers organic food to your door does this by partnering with locally-sourced farms and working with them to grow their businesses Facebook offers over $1M to hackers that would otherwise be hacking against them to do it in their favor by finding security breaches Not only are these ways to incorporate brilliant super users into

the core of the brand but it also reminds users that organizations are run by people not just technology Apple has always done this with the Genius Bar Itrsquos conversational knowledge sharing not mechanized troubleshooting Brands are also allowing users to navigate both products and services in a way that fits their natural behavior Nordstrom bridged the gap between e-commerce and their brick-and-mortar shops acknowledging people donrsquot shop by channel and featuring most pinned items on Pinterest in stores Their system mirrors a digital lifestylemdashones that has fluid boundaries between off and online behavior

LIVING ARROWS




LOOKING FORWARD

LIVING ARROWS

Wersquoll see companies embrace brand inclusion or co-production even more this year by stepping forward and building platforms that empower their people to create their own products the services that surround them and community People will be in control of their own experiences but in a way that still feels unique to the brand

Yes this yearrsquos buzz trend was brands learning to become more dynamic storytellers but now they have to be better facilitators of their usersrsquo stories A prime example is Microsoftrsquos newly launched project called MSFQT Theyrsquore asking cultural curators to fill their interactive platform and event venues with creative culturemdashanything from fashion and music to digital

and performance art Users are defining their own experience on the platform both online and off with Microsoft supporting them with design and technology It helps promote a perception that Microsoft is creative supportive and instrumental in cultivating culture that is shaping the world

Kickstarter is the obvious hotbed for this type of community but bigger brands have been evolving crowdsourcing as well Amazon Instant did this when they released 14 pilot shows that people could vote to be turned into full seasons and Expedia utilizes crowd-sourced data around user-generated deals and user-informed travel trends

FJORD SUGGESTSThe interactive nature of digital turns centrally controlled structures like traditional branding on its head as most brand interactions are now primarily through digital channels People want products and services from brands that deliver value and align with their values That means missteps are taken more personally and the feedback loop is rapid in the digital realm

Companies need to elevate their most fascinating participants and find ways to deliver and align with their values It isnrsquot just about being transparent with people itrsquos about providing just-in-time resources and openly supporting and connecting them with their already established channels and communities

The brand and audience that make together stay together

Create experiences and interactions true to your brand value and design that into the services you bring your audience

Showcase understanding for users that creates an authentic almost peer-to-peer relationship between users and brands

LIVING ARROWS

Therersquos been a lot of hype around the idea of the ldquoconnected homerdquo or when our households become digitized environments The connected home will be like the architectural version of the quantified self leveraging the ability to track and monitor our usage with appliances and infrastructure for a better home lifestyle

But realistically the extent to which all of this connecting happens within the home is misleading What wersquoll actually see is the rise of a distributed home as elements of the home get smarter and more accessible via mobile





Home is where your mobile is

WHATrsquoS GOING ONWith successful crowdfunding investors pouring millions into the space and a plethora of sensors that can connect devices to the smartphone or the cloud startups are the most disruptive players in the distributed home Their devices are often focused on solving a single problem Nest Protect reimagines the smoke alarm August reframes the smart lock and Philips Hue is a wireless lighting system Unexpected household items are getting a digital makeover too the Smart Power Strip allows you to control your appliances from your smartphone And the smart home wouldnrsquot be complete without home security Dropcam cameras upload more videos than Youtube daily Other players are looking to conquer the entire ecosystem

Smart Things has a package that acts like a hub to detect vitals of the home But larger corporations in the technology and communications space are positioned to pioneer the infrastructure thatrsquoll make the connected home commercially viable Apple has patented a system that anticipates your need for home devices without any user input and ATampT launched ldquoDigital Liferdquo a package allowing you to remotely manage your home with cameras and mobile door control





LOOKING FORWARD


Therersquos a reason that the connected home isnrsquot referred to as the connected house humans are at the center of an experience In the coming year consumers will experiment with connected home devices However without more organizations building meaningful networks of devices people will grow frustrated The requirement to design onersquos own commands will be daunting to the new crowd of second wave adopters The tradeoff for the time spent focusing on digital home literacy will be the ability to ldquocommunicaterdquo with the home when people are away from it Distribution will go beyond a constellation of devices or the wiring of media content The shifting emphasis on the satellite home has an interesting echo in social media Startups like NextDoor a social network and message board for

close neighborhoods closed $216m in 2013 in venture funding The connected home could expand into connected neighborhoods

But the issue of mission creep can plague this domain how will everyone feel about being monitored at home especially teens How do designers plan for the edge cases of contextual preference (eg what if you donrsquot want the lights to come on when you get home so as not to wake the kids) Will device maintenance like replacing batteries on more than 50 devices cause digital home fatigue

FJORD SUGGESTSTo be a long-term success in this arena brands must recognize that the home is a complex environment with many unique users within it The organization that can appeal to the digital homebody and the restless wanderer will conquer Lokki of Finland positioned themselves as a leader in remote security but now boasts bringing family friends and places together through one central screen while yoursquore on the go

The companies that will be successful are those who will think beyond singular devices and reinvent mash-ups Many of these mash-ups will be about what happens when you are away from home preparing for return letting guests in knowing where your children and pets are

Home will be where your mobile is

In this ripe space organizations fall into four categories of user need worry prevention energy optimization ease of use and security

Consider home reconnection as a rich space utility company requests insurance automated supply of goods


Digital currencies and trading services allow people to define the value of money what it does and where it goes Traditional gatekeepers of financial transactions are being bypassed When Wikileaks suffered a financial blockade in 2012 they bypassed it by raising money through Bitcoin What impact will these powerful virtual currencies have on retail If Shopifyrsquos latest announcement is any indication the ripple effects will be huge The popular e-commerce platform used by 75000 merchants has started accepting the virtual currency

INVISIBLEMONEYThe transformation of money will affect commerce at every level




WHATrsquoS GOING ONIf money or currency itself is defined by the exchange of goods or services the digital value is the exchange of ldquoreal life valuerdquo Wersquove seen a rise in virtual currencies and willingness to barter intangibles for convenience and access In particular wersquove seen data exchanged for digital content and peer-to-peer payments Against this background what does cash mean at all

Bitcoin launched in 2009 is probably the most well known peer-to-peer payment service available today The excitement and controversy over Bitcoin led to a US Senate hearing in November 2013 legitimizing it as a financial service causing its to value soar But it isnrsquot

just what (currencies) we pay itrsquos how we pay People are growing tired of carrying wallets PayPal Google Wallet iGaranti and Square are making mobile payments more mainstream and instinctual for younger consumers

INVISIBLE MONEY




LOOKING FORWARD

INVISIBLE MONEY

Bitcoin will become more widely used and have a ripple effect The Economist speculates that even if Bitcoin crashes it will leave a huge impact on the financial services sector in the same way Napster did with the music industry The experimentation with value exchange is just beginning PayPal has become more ubiquitous with Beacon a new device that allows users to pay hands-free with bluetooth technology On the heels of PayPalrsquos payment prowess is Applersquos iBeacon But iBeaconrsquos advantage isnrsquot a technological one What will help iBeacon succeed is Applersquos ability to package an existing technology into a platform that makes it easy and elegant to build upon and partner with However iBeacon is still in early stages and only

enables location-based experiences on a granular level you have to be standing in a precise checkout location to actually checkout Besides geo-locative specificity non-intrusive push notifications will also be crucial for a smooth experience While not all companies can invent new forms of currency therersquos opportunity with peoplersquos growing intrigue to simplify their wallet Coin a startup launching in 2014 is a connected device that will store all the cards you already carry with multiple accounts and financial information streamlined into one place

FJORD SUGGESTSServices and brands that are personalized to people that focus on building trust and have a strong reputation will far surpass any financial institution that is not user-centered A convergence between Applersquos new fingerprint security and Bitcoin to form a new type of transaction could be very potent People know that new forms of exchange are on the horizon but they need to know how it relates to their lives American Banker stated that banks ldquohave an opportunity to become the stewards of their customersrsquo digital footprints securing all their online account and identity datardquo Banks could move beyond displaying the ever-increasingly abstract numbers for what we ldquohaverdquo to showing us our valuersquos potential and the pathway to reaching our financial aspirations

Future consumers will want help managing their digital footprint

Money is a private and sensitive topic create services that help users reach their lifestyle goals

What new currency or value exchange can your company take part in

INVISIBLE MONEY

Customer touchpoint opportunities are proliferating faster than brands can adapt In this world personalization and purpose are key for brands to stay relevant With so many platforms being offered people donrsquot have the cognitive bandwidth to grow affection for them all Only a handful of ldquosuitorsrdquo that actually pair their products with well-designed services and touch people in an authentic way will remain in the userrsquos heart This is blurring the lines between products and services

EVERY PRODUCT IS A SERVICE WAITING TO HAPPENBrands must rethink their ecosystems to add meaningful value




WHATrsquoS GOING ONAs Jeff Bezos puts it with his usual bluntness ldquoIf therersquos one reason we have done better than our peers in the Internet space over the last six years itrsquos because wersquove focused like a laser on customer experiencerdquo The way your brand behaves matters more than how it looksas interactions become increasingly digital and customer attention more fragmented by multiple content streams So brands are creating services to maintain relevance and in doing so disrupting both the status quo and market chains Startups and unexpected competitors (like suppliers and distributors) threaten larger corporations as they create useful services that quickly expand past their product at launch Nespressoa commodity product reinvented as a lifestyle accessory sold direct to consumers is a prime example of this

disruption Fjord expects more direct-to-consumer innovation as other FMCG companies follow suit which poses a question for the role of traditional retailers when brands begin to bypass them

Adidas miCoach is a service now supported by a product Smart Run is a sensor-enabled watch that gives runners personalized real-time coaching during workouts Launched in November 2013 their promotional video had 35 million Youtube views in its first month Red Bull is a an authentic and passionate publishing empire that just happens to sell a beverage Uber or Airbnb are pure platform servicesmdashthey simply provide the service infrastructure to connect people to the things they need in a personal and easy to use way

EVERY PRODUCT IS A SERVICE WAITING TO HAPPENconversation with objects



LOOKING FORWARD

EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN

This trend has been building in the toys and gaming industry for some time with games like World of Warcraft not only selling the product of the game but a service in which their audience can create and share an identity for themselves This ensures growth and personal investment in the brand

Arguably Disney is the king of the diversification of merchandise in the digital space by creating digital experiences around their physical products with ldquoDisney Infinity Waverdquo Toys R Us followed suit with a family focused media streaming service In a broader sense wersquoll see toys connected to services that grow and evolve alongside children This emphasis mirrors the movement of supermarket chains continuing to heavily invest in digital services like Tesco with their Blinkbox offering and their own tablet Hudl These brands are

expanding into services to meet their audiencersquos needs and shattering industry boundaries

Wersquoll see more of these mash-ups in 2014 and theyrsquoll get more extensive Nike+ the pioneer of digital ecosystems in the retail space is creating an accelerator that harnesses the smarts of 10 startups to build ldquothe ultimate fitness platformrdquo

FJORD SUGGESTSPushing products or extraneous services that just add to the virtual noise and clutter of our lives will not win people over With peoplersquos time and energy becoming even more sacred wersquoll want products and services to aid empower educate and delight us One global car manufacturer has achieved this with a digital platform to help drivers become more environmentally friendly We suggest that brands embrace and consider non-traditional coupling hyper-smart consumption and the new lifespan of a product that is extended through digital information and intelligence

Services must grow and mature with their audiences

Gain loyalty and relevance by delivering services that deliver ongoing value to users

Brands must transform from commodities to loyal partners who want to support us in living a meaningful life


Healthcare is approaching a renaissance Consumers the media pharmaceutical companies governments and the medical industry are all interested in the growing potential of digital healthcare As more people gravitate towards health and wellness apps and wearables become more mainstream the medical industry is taking note of the need for great service innovation How radical this digital transformation will be depends on the speed with which the healthcare system can adapt However core asymmetries in the system reveal that the revolution isnrsquot upon us Yet

WHAT PRESCRIPTION DOES THE HEALTHCARE INDUSTRY NEEDDigital health wonrsquot reach critical mass until there is true innovation in the system




WHATrsquoS GOING ONOne of the biggest roadblocks to this revolution is a fairly universal reality people around the world are living longer but wersquore also getting fatter at an astonishing rate This trajectory coupled with rapidly growing healthcare costs and increasing demand and high expectations for smart medical technology is creating a delta Digital technology has the potential to actually tackle the gap between our expectations and what we can afford It will shift the onus onto the public to track and improve their own health through simple and engaging tools instead of waiting for costly medical technology to trickle down This is both an empowering shift and one that requires us to take responsibility for our own wellness

A recent study suggested that 90 of chronic patients wanted their doctors to prescribe an app over the 66 who would rather get medication In addition previously expensive or challenging elements of healthcare are becoming more accessible the cost of sequencing a genome has fallen from $10 million in 2007 to $5800 in April of 2013

Companies vested in healthcare are jumping in too such as Walgreenrsquos in-store Refill by Scan service in 2011 Kaiser Permanente is investing heavily in digital members have used My Health Manager to view over 26 million test results and refill more than 108 million prescriptions this year

WHAT PRESCRIPTION DOES THE HEALTHCARE INDUSTRY NEEDconversation with objects



LOOKING FORWARD


A lot of these exciting innovations will bump up against reality in 2014

Technology enables new service approaches but the healthcare system still needs to catch up with this change One of the biggest issues with digital healthcare is that much of the emphasis on the technology has been on information gathering and is just now moving into diagnosis

After information and diagnosis treatment is the third phase and poses a challenge to digital healthcarersquos role in the traditional healthcare system We still need doctors for that because of the fundamental asymmetry built into healthcare most conditions have multiple treatments and someone needs to know these and then guide the patient to a choice

The second barrier to the digital health revolution will be regulation In December 2013 US genetic testing company 23andMe halted marketing of its $99 genome testing kit after a warning from the Food and Drug Administration The biggest obstacle however is the process of reimbursing doctors and other front line practitioners Right now the system is designed for face-to-face interaction

Fjord has long argued that healthcare products will need services built to create meaningful differentiation and pharma will be no exception

FJORD SUGGESTSWhile some of the current products are effectively motivating users to be more active and help them achieve their goals the excitement generated from self-measurement quickly wears off This is a design challenge and data visualization on its own is not enough These services need to move from helping to achieve to helping to maintain An important aspect of achieving prevention through behavioral change is establishing rituals or habits People are in front of the mirror several times a day and associate it with habit Can that ritual be turned into a simple diagnostics experience given that smartphone cameras can now measure our health too

Affect real change by being less broadly ambitious and more focused on the reinvention of specific silos

New services might be more successful when using existing rituals as their medium


Major shifts in industry can be contagious even within industries with a reputation for holding on to old methods Healthcare is experiencing a makeover in the United States and there is an amplified focus on wellness and prevention through the proliferation of wearables These lateral changes will have an impact on a field that is usually considered a digital wallflower insurance

UNDERWRITINGDIGITALThe insurance industry transforms




WHATrsquoS GOING ONInsurance brands have long known that their products are considered grudge purchases with huge inconveniences and little added benefit Users typically ldquoget it and forget itrdquo and only interact with the provider when something bad has happened But as your mobile device becomes the central command station with the ability to survey and track your devices and your behavior the insurance industry has a huge opportunity to capitalize on the resulting data The connected home will be able to detect risks from possible theft to the impact of water damage in flooding The connected car will be able to survey the acute realities of accidental damage Wearables and quantified self innovations

could translate fitness and wellness goals into insurance breaks and benefits Like healthcare insurance will shift to a prevention over treatment approach

UNDERWRITING DIGITALconversation with objects



LOOKING FORWARD


Wersquoll feel the most benefits of this digital makeover on the road Telematics will provide services that deliver engaging content about the destinations we travel to and push personalized content around traffic delays or points of interest as well as offers and promotions Beyond enhancing the journey content will be available to support claims prevention by offering data on geo-locative accident hotspots Should a collision happen wersquoll see telematics offer immediate and automated help at the scene and later damage diagnostics with direct connectivity to a real or automated customer service adviser

More selling will take place using collaborative tools for customer managers and purchasers to work on together The dividing line between digital and physical for sales and advice will become harder to distinguish Furthermore the digital insurer will be able to bundle

more specific products based on an assessment of the individuals needs 2014 is the year that digital insurers with an appetite for innovation will begin to court genuine consumer loyalty

The most interesting dynamic to watch could be insurance startups wersquoll see challengers emerge who rethink the business model of insurance from top to bottom For an industry so dependent on a complex ecosystem (brokers underwriters funds agents adjusters among others) itrsquos hard to see how disruption will create wholesale change But health insurance companies like Oscar are ldquousing technology to make insurance simple intuitive and humanrdquo 76 of property and casualty insurers expect to see new external competitors in the next three years Might peer-to-peer risk assessment (think the wisdom of crowds) undermine underwriting expertise

FJORD SUGGESTSTake a fresh look at what risk means in relation to your customers New startups will emerge that offer more transparency about the models that sit behind risk management and provide real-time updates to help customers learn to reduce risk for both sides Look for new services that monitor risk dynamically and negotiate pairings between customers and ideal providers Insurers will step up to the opportunity to build relationships with customers beyond those required in times of stress and need Theyrsquoll compete to build loyalty and offer humanized guidance As a matter of urgency insurers need to develop truly customer-centric models Wersquove seen in industry after industry how this will entail organizational as well as communicational changes

The Chief Digital Officer will make an appearance in the insurance industry

How can sensors and digital technology take insurance by storm

Do these new technologies afford new opportunities for improving customer relation-ships or lowering costs for users and businesses


Last year we saw an underlying trend of companies striving to give more control to their customers However this transference of control often felt like an offloading of responsibility with companies outsourcing activities so people could self serve Organizations abandoned a key notionmdashitrsquos about better experiences not offloading the front-end activities to your customers Ultimately this is not sustainable if we spend all our time as users servicing the commercial entities we engage with we will have little time left for enjoying them

TO SERVE OR NOT TO SERVEDesigning to empower people without abandoning customer service




WHATrsquoS GOING ONThe self service kiosk is the main conduit of this conundrum especially in travel and retail We see self check-out services at supermarkets and more people operating kiosks to print travel tickets as seen at subways and airports around the world The outsourcing epidemic is spreading airlines have shifted to insisting that customers print boarding passes before they get to the airport This experience is often riddled with commercial advertising

People are getting lost in translation organizations have approached this disruption in the customer journey solely from an economic perspective forgetting to put people first Instead of feeling freedom customers

end up feeling frustrated and abandoned without the sole perk of saving time The self check-out experience caused such widespread annoyance that whole articles and blogs were devoted to offering tips for how to use supermarket self check-outs more efficiently

TO SERVE OR NOT TO SERVEconversation with objects



LOOKING FORWARD


Organizations have to flip their approach Itrsquos about aligning around customers not around business processes Therersquos an opportunity for companies to offer better experiences that resonate with people by allowing more personalization transparency and contextualization Fjordrsquos own collaboration with Mobile operator 3 to create My3 an an app for iPhone and Android that creates engaging data visualizations to demystify the phone bill is a prime example The result reduced the strain on customer service 50 of users reported that they called customer service less about their bill

Communicating a meaningful value in exchange for peoplersquos participation can take the form of insights curated content or a gamified experience For example self-service kiosks could offer hospital

patients treatment by first taking vital tests prior to a visit Taiwanrsquos health care system has been doing this for years and as a result has one of the lowest administration costs in the world at 2 In the travel industry HipMunk and Kayak aggregate deals and TripAdvisor launched a meta search feature instead of cluttering peoplersquos screens with popups of different travel booking sites Since this change TripAdvisorrsquos stock has nearly doubled ahead of their leading competitor and site traffic increased nearly 50

Expect to see more services like one European operatorrsquos new platinum approach customers can reach all their loyalty benefits with one click and even call the platinum service to come to wherever they are in order to fix any problem with their phone

FJORD SUGGESTSBy reorienting their strategy towards peoplersquos experience businesses can identify the areas where they can deliver higher value save customers time and in the meantime reduce customer service needs Starwoodrsquos loyalty program is a great example of this when their most loyal customers reach a certain status they receive a personal travel ambassador that helps with booking planning itineraries and provides recommendations

Understand when people would prefer to do things themselves versus when you still need to utilize personal relationships and human contact in the user journey To better understand this run usability testing on your customer service chain to test pain points and engage with call center staff as they know problems better than anyone

People want more control of things that used to be backstage or off limits

Make self service moments delightful consider planting ldquoEaster eggsrdquo that arenrsquot tied to functionality but charm the customer

When people have an empowering experience itrsquoll create a smooth operation for companies in the long-run


Our bodies are becoming both the controller and the interface Why type a password or stand in a checkout line when you can use your fingerprint or retina The interface as we know it will disappear while we use parts of our unique genetic makeup to get things done more intuitively Service design will be essential in answering a deceptively simple question whatrsquos the best way to communicate info to a human and translate it into an insight Bandwidth is a pathway into and out of the human bodymdashin through the eyes and out through the voice

Screens are out and skin is in but we must consider human bandwidth

YOU ARE THEINTERFACE




WHATrsquoS GOING ONWersquore starting to use our bodies more and devices less to facilitate new interactions The traditional ldquoscreenrdquo is losing prominence in our daily lives and Natural User Interfaces (NUI)mdashour skin eyes and brainsmdashare taking over Wersquove seen this most popularly with gesture-based technology like Primesensemdashthe company behind the Microsoft Kinect sensor thatrsquos powered over 20 million devices

Beyond gestural innovation bio-based technology is moving center stage to streamline our daily transactions like the iPhone 5S Touch ID fingerprint

sensor While wersquore (thankfully) not yet living in a Gattaca or Minority Report world wersquore doing things only previously possible in science fiction OMsignalrsquos t-shirt extract a whole range of health data from the skin without any interface effort These technologies can even give us the illusion of having superpowers InteraXonrsquos flagship product MindWave lets you log into your computer using just your thoughts





LOOKING FORWARD


As more things become connected and sensors become smaller more interaction and development standards for gestural and wearable technology will be created Design will surpass screens and focus on allowing us to complete tasks with even less friction Many of the actions we currently need to initiate will also fade away as technology predicts our habits routines and behaviors This allows brands to get out of the practice of catering to basic tasks and instead focus on higher value interactions with customers We are reaching a point at which human data is being measured in unexpected ways dermatologists can use smartphone photos to make a diagnosis and

Qualcomm is exploring apps that can predict if you are developing Parkinsonrsquos disease from the sound of your voice And yet for all this accelerated change we are also in the midst of ldquoGeneration Mothrdquo kids are drawn to touch screens like moths to a lamp The latest generation is growing up using touch screen devices and seeing their siblings and parents use them constantly in a state of always-on multi-tasking digital fluency Fjord does not predict the disappearance of screensmdashthey will exert an even more powerful hold on Generation Moth Think of Invisible Interface as an ldquoandrdquo not an ldquoorrdquo

FJORD SUGGESTSUsers will always want to interact with things in the most simple and natural way possible But businesses need to be cautious and choose carefully which systems they invent and which theyrsquoll need to work on with other companies to leverage Adoption will not take off if users have to learn multiple sets of gestures devised by different service suppliers Many of the technologies and products out there right now are closed ecosystemsmdashfor example you canrsquot open up your Fitbit to use the data anywhere else Yet open systems and the ability for people to build around emerging standards will be critical for the sustainable growth of these technologies

Leverage big data from multiple sources to better understand peoplersquos behavior and fit into their lives

Kids will be NUI and brain-com-puter interface experts Inves-tigate the difference between them and older usersrsquo needs for interfaces

Can you use biometric feedback to redesign products and services



httpwwwslatecomarticlestechnologyfuture_tense201305google_glass_social_norms_will_it_be_too_awkward_to_use_in_publichtmlhttpwwwgooglecomglassstarthttpwwwrethinkroboticscomhttpwwwtechradarcomnewsportable-devicesapple-iwatch-release-date-news-and-rumours-1131043httpventurebeatcom20131126zte-smartwatchhttpwwwmykronozcomhttpwwwtoptechnewscomstoryxhtmlstory_id=89517httpwwwmondelezinternationalcomhomeindexaspxhttprtcomusasmart-shelves-store-sensors-228

TELCO 30 BIG IS BACK

httpgigaomcom20131017tesla-turns-to-att-to-power-its-connected-car-strategyhttpwwwsidhtechcomnewsisis-payments-att-verizon-tmobile-sim-card10024260httpwwwattcomhttpwwwtelefonicacomhttpwwwblnkiohttpwwwinformationweekcomwirelessverizon-unveils-remote-patient-monitoring-platformdd-id1112055httpwwwzdnetcomat-and-t-launches-new-enterprise-api-library-for-cloud-based-video-access-7000020857httpwwwusatodaycomstorymoneybusiness20130902vodafone-verizon-deal-done2755007httponlinewsjcomnewsarticlesSB10001424052970203920204577195342790168920httpwwwamazoncomInstant-Videobie=UTF8ampnode=2858778011httpwwwusatodaycomstorylifetv20130419amazon-studios-releases-pilots2095383httpeconsultancycomusblog8758-expedia-launches-crowd-sourced-deals

LIVING ARROWS

httpmashablecom20120719reddit-for-marketershttpwwwgoodeggscomaboutmissionhttptechcrunchcom20130228good-eggshttpwwwdailydotcomlifestylefacebook-white-hat-hacker-programhttpblogshbrorg201201the-genius-bar-branding-the-inhttpwwwbusinessweekcomarticles2013-07-02nordstrom-racks-now-powered-by-pinteresthttpadagecomarticlenewsunilever-eliminate-800-marketers-globally-cut-launches245542httpwwwmicrosoftcomhttp1msqftstopp-lacomhttpwwwkickstartercomhttpwwwamazoncomInstant-Videobie=UTF8ampnode=2858778011httpwwwusatodaycomstorylifetv20130419amazon-studios-releases-pilots2095383httpwwwexpediacom

REFERENCE


httpwwwaugustcomhttpwwwkickstartercomprojects337922278smart-power-strip-control-your-appliances-from-anyhttpswwwdropcamcomhttpwwwbusinessinsidercomdropcam-2013-6httpswwwyoutubecomhttpwwwsmartthingscomhttptechcrunchcom20131105apple-patents-home-automation-technologyhttpwwwattcomhttpsmy-digitallifeattcomlearnhttpsnextdoorcomhttptechcrunchcom20130212nextdoor-closes-21-6-million-in-new-series-b-funding-to-take-its-neighborhood-focused-social-network-globalhttpwwwf-securecomenwebhome_globallokki

INVISIBLE MONEY

httpwwwforbescomsitesjonmatonis20120820wikileaks-bypasses-financial-blockade-with-bitcoinhttpthenextwebcominsider20131127shopify-adds-support-bitcoin-letting-75000-merchants-accept-virtual-currencypggBKhttpwwwnytimescom20131124your-moneya-bitcoin-puzzle-heads-its-excitement-tails-its-anxietyhtml_r=0httponlinewsjcomnewsarticlesSB10001424052702303789604579196171277465460httpenwikipediaorgwikiBitcoinhttpswwwpaypalcomhttpwwwgooglecomwallethttpwwwigaranticomtrhttpssquareupcomhttpwwweconomistcomnewsfinance-and-economics21576149-even-if-it-crashes-bitcoin-may-make-dent-financial-world-mining-digitalhttptechcrunchcom20130909paypal-debuts-its-newest-hardware-beacon-a-bluetooth-le-enabled-device-for-hands-free-check-ins-and-paymentshttpsonlycoincomhttpwwwamericanbankercomissues177_119survey-consumers-branches-digital-footprint-protection-1050268-1html


httpeconsultancycomukblog63184-10-customer-experience-soundbites-from-jeff-bezoshttpwwwnespressocomusenhomehttpwwwyoutubecomwatchv=ETXhnmP2Y_Uhttpwwwredbullcomenhttpswwwubercomhttpswwwairbnbcomhttpbattlenetwowenhttpwwwdisneycomhttpsinfinitydisneycomhttpwwwtoysruscom

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httpeppeurostateceuropaeustatistics_explainedindexphpPopulation_structure_and_ageinghttpwwwwhointmediacentrefactsheetsfs311enhttpmobihealthnewscom23418most-patients-want-their-doctors-to-prescribe-appshttpwwwgenomegovSequencingCostshttpnewswalgreenscomarticle_printcfmarticle_id=5400httpsharekaiserpermanenteorgarticlekaiser-permanente-wins-six-awards-for-digital-excellencehttponlinewsjcomnewsarticlesSB10001424052702304281004579219893863966448


httphealthcaregovhttpswwwhioscarcomhttpwwwaccenturecomSiteCollectionDocumentsLocal_FrancePDFAccenture-Digital-Insurance-Survey-EALApdf


httptechcrunchcom20131122self-service-culturehttpwwwgizmodocomau2011075-insider-tips-for-using-supermarket-self-serve-checkoutshttpwwwfjordnetcomworkdetail3httpwwwthreecomhttpwwwthreecoukSupportMy3httpwwwapplecomiphonehttpwwwandroidcomhttpwwwmedavailcomhttpenwikipediaorgwikiHealthcare_in_TaiwanhttpwwwhipmunkcomhttpwwwkayakcoukhttpwwwtripadvisorcoukhttponlinewsjcomnewsarticlesSB10001424127887323420604578650152586848068


httpwwwprimesensecomhttpwwwmicrosoftcomen-uskinectforwindowshttpwwwapplecomiphonehttpwwwimdbcomtitlett0119177httpwwwimdbcomtitlett0181689httpwwwomsignalcomhttpinteraxoncahttpwwwqualcommcomhttpwwwfitbitcom

REFERENCE

THANK YOUABOUT FJORD Fjord is a service design consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digital services that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 220 design experts in nine global creative hubs including Berlin Helsinki Istanbul London Madrid New York Paris San Francisco and Stockholm

ABOUT ACCENTURE

Accenture is a global management consulting technology services and outsourcing company with approximately 275000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$286 billion for the fiscal year ended Aug 31 2013 Its home page is wwwaccenturecom

IF YOU WOULD LIKE A CUSTOMIZED PRESENTATION BY FJORD ON THE TRENDS AND HOW TO STAY AHEAD OF THE CURVE PLEASE GET IN TOUCH AT FJORDMARKETINGACCENTURECOM

FJORDNETCOM FJORD FJORDTRENDS

Copyright copy 2013 Accenture

All rights reserved

This document makes descriptive reference to trademarks that may be owned by others The use of such

trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended

to represent or imply the existence of an association between Accenture and the lawful owners of such

trademarks Information regarding third-party products services and organizations was obtained from

publicly available sources and Accenture cannot confirm the accuracy or reliability of such sources or

information Its inclusion does not imply an endorsement by or of any third party

The views and opinions in this article should not be viewed as professional advice with respect to your

business

TRENDS 2014 Every year Fjord comes together to brainstorm the key trends in service design that will transform what we do our clientsrsquo businesses and the way we live

This year our new colleagues at Accenture Interactive also joined us The result is our combined thoughts on the major trends that will shape business and society in the year to come

We believe that 2014 will bring even more transformation disruption and delight toorganizations and their audiences Underpinning these trends are three core themes that will impact everyone










LIVING ARROWS




INVISIBLE MONEY

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ABOUT ACCENTURE





All rights reserved








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ABOUT ACCENTURE





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business

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LIVING ARROWS


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INVISIBLE MONEY




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REFERENCE


ABOUT ACCENTURE





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business










LIVING ARROWS


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INVISIBLE MONEY




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ABOUT ACCENTURE





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business





LIVING ARROWS


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INVISIBLE MONEY




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ABOUT ACCENTURE





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business



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business










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business



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ABOUT ACCENTURE





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business


ABOUT ACCENTURE





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