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ANNUAL TRENDS
2014 TRENDS IMPACTING SERVICE DESIGN IN
Old businesses will become new.
Traditionally non-digital businesses will have to
reinvent themselves to consider the role of digital
services in their organizations.
We’re entering the age of Living Services.
With more things becoming connected,
the living services wave will radically
shape people’s lives and expectations.
Change will beget change.
Digital innovation does not happen on its own or
without consequences.
TRENDS 2014
IN CONVERSATION WITH OBJECTS EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN
As more objects get “smartified,” deep challenges to social
conventions will emerge
Big is back and it’s a make or break year.
Brands used to be control freaks but now
they need to relinquish control.
Home is where your mobile is.
The transformation of money will affect commerce at every level.
What does cash mean at all?
The lines between products and services is blurring.
Digital health won’t reach critical mass until there is true
innovation in the system.
The insurance industry transforms.
Design to empower people, without abandoning customer
service.
Screens are out and skin is in, but we must consider
human bandwidth.
TELCO 3.0
LIVING ARROWS
THE DISTRIBUTED HOME
INVISIBLE MONEY
WHAT PRESCRIPTION DOES THE HEALTHCARE
INDUSTRY NEED?
UNDERWRITING DIGITAL
TO SERVE OR NOT TO SERVE
YOU ARE THE INTERFACE
LIVING ARROWS Brands used to be control freaks but now
they need to relinquish control.
Apple Genius Bar
Expedia Last-Minute Deals
Most-pinned items at Nordstrom
Kickstarter
Amazon Studios
WHAT’S GOING ON
LIVING ARROWS
• We've seen brands jump on social media and Internet forums to join the conversation about them, but they can still appear as an outsider encroaching on an open discussion.
• To reframe this relationship, organizations are inviting people to improve their products in more collaborative ways.
Facebook security
Amazon Instant crowdsourcing
Good Eggs
WHAT’S GOING ON
LIVING ARROWS
• Brands need to incorporate super users into the core of the brand, while also reminding users that organizations are run by people, not just technology.
• Brands are also allowing users to navigate both product and services in a way that fits their natural behavior.
MQSFT at Art Basel
Microsoft
Dove Campaign for Real Women
LOOKING FORWARD
• Companies embrace brand inclusion and co-
production even more.
• By building platforms that empower people to
create their own products, services and
community.
• People will be more in control of their own
experiences, but in a way that still feels unique
to the brand.
• This year's buzz trend was brands learning to become more dynamic storytellers, but now they have to be better facilitators of their users' stories.
• Kickstarter is an obvious hotbed, but bigger brands will begin crowdsourcing as well.
LIVING ARROWS
FJORD SUGGESTS
• Centrally controlled traditional branding is dead, as most brand interactions are now digital.
• This emphasizes brand behavior. What is your brand’s body language?
• Companies need to elevate their most fascinating participants and find ways to deliver and align with their values.
• Showcase understanding for users that creates an almost peer-to-peer relationship between users and brands.
• The brand and audience that make together, stay together.
LIVING ARROWS
EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN The lines between products and services is blurring.
Brands must rethink their ecosystems to add
meaningful value.
Hudl
Fiat eco:Drive
Nespresso
adidas miCoach Smart Run
Uber
WHAT’S GOING ON
EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN
• Customer attention is more fragmented by multiple content/activity streams.
• 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.
Hudl
Disney Infinity Wave
adidas miCoach Smart Run
WHAT’S GOING ON
EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN
• Fjord expects more direct-to-consumer innovation with FMCG companies (Nespresso, Red Bull), 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.
• Uber or Airbnb are pure platform services—they simply provide the service infrastructure to connect people to the things they need, in a personal and easy to use way.
Airbnb
Red Bull
Nespresso
LOOKING FORWARD
• Toys and gaming are sectors to watch for
inspiration.
• More toys will be connected to services that
grow and evolve alongside children.
• More retail chains will continue to heavily invest
in digital services, like Tesco with their
Blinkbox offering and tablet, Hudl.
• Brands will expand services to meet audience needs and thereby shatter industry boundaries.
• We’ll see a greater number of and more extensive mash-ups in 2014.
EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN
FJORD SUGGESTS
• New services that only add to the (virtual) noise and clutter will not win people over.
• Services must grow and mature with their audiences: personal investment in the brand builds loyalty.
• Brands must transform from commodities to loyal partners who support us in living a meaningful life.
• Brands should embrace and consider non-traditional coupling.
• Think through hyper-smart consumption – how will it change demand and supply?
• The new lifespan of a product is extended through digital information and intelligence.
EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN
TO SERVE OR NOT TO SERVE Design to empower people, without abandoning
customer service.
Self check-out
Airline ticket kiosk
Ryanair
My3
Airbnb
WHAT’S GOING ON
TO SERVE OR NOT TO SERVE
• The outsourcing epidemic is spreading.
• This experience is often riddled with commercial advertising.
• People are getting lost in translation.
• Instead of feeling freedom, customers end up feeling frustrated and abandoned without the sole perk of saving time.
Starwood Preferred Guest Service
London Underground
TripAdvisor meta search
LOOKING FORWARD
• Organizations have to flip their approach: it’s
about aligning around customers, not around
business processes.
• Fjord’s My3 project is a prime example: 50% of
users reported that they called customer
service less about their bill.
• Self-service could streamline sectors as
diverse as energy, health, travel.
• Since the launch of TripAdvisor’s meta search feature their stock has nearly doubled ahead of their leading competitor and site traffic increased nearly 50%.
• More services like Turkcell’s new Platinum approach: loyalty benefits with one click and the service will come to wherever they are!
TO SERVE OR NOT TO SERVE
FJORD SUGGESTS
• Reorient towards people’s experience, and identify the areas where you can deliver higher value, save customers time, and reduce customer service needs.
• Understand when you still need to utilize human contact in the user journey.
• Give people more control of things that used to be backstage or off limits.
• Make self service moments delightful: consider planting “Easter eggs” that aren’t tied to functionality, but charm the customer.
• Aggregation of data does not make a service: what extra layer is required?
TO SERVE OR NOT TO SERVE