Back to basics: Humans at the centre - January 2019
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Back to basics: Humans at the centre January 2019
Experience is personal “Expatriate Solipsism: When arriving in a foreign travel destination one had hoped was undiscovered, only to find many people just like oneself; the peeved refusal to talk to said people because they had ruined one’s elitist travel fantasy.” – Douglas Coupland, Generation X
This image was taken by Martin J.Galloway. Donated from the British Photo Encyclopedia
Experience Planning Doing Doing Sharing Work Leisure Personal Shared Digital Physical Local Global
Experience economy
Accommodation Transport Unique tours
Airbnb Uber Vayable
Tujia Grab ToursByLocals
HomeAway Lyft
9Flats ZipCar Home-cooked meal
Wimdu MoBike EatWith
FlipKey Neuron VizEat
Lime
WinglyDesigning Experiences
Understand Design
People Simplicity
Context
within System
within a“Data” to understand people
‘Big’ data (Numbers) ‘Thick’ Data
(Stories)
‘Wide Data’ (Trends)‘Liquid’ expectations
https://www.youtube.com/watch?v=BjNgNDZz
H5o 2015
© CopyrightContext Before During After
EXERCISE IN CONTEXT
Design Simplicity System within a
Solution thinking
Design outcomes
Value of HCD Do Less
Minimalist design:
Reduce the surface area
Frictionless design:
Reduce the energy requiredIntroduction Our annual Trends report is born from plenty of Post-it notes, more coffee than we care to mention, lots of healthy debate and quite a few laughs. Trends is always a labor of love, crowdsourced from Fjordians (all 1,000 of us) from around the world – from San Francisco to Berlin, Hong Kong to Johannesburg, Dubai to São Paulo, and 22 other places in between. This process results in the trends we expect to affect business, technology and design in the year ahead.
Value Today, we stand at a technological, political and environmental inflection point. Two decades of rapid technology growth and innovation have generated enormous physical and digital clutter. The steep demand on the planet’s resources mirrors the demand on our time and attention, which leads to our meta theme this year: the search for value and relevance. In 2019, success will lie in providing value relevant not only to individuals, but also to the world. Value creation will not come from simply growing bigger, but by being better. In busy lives and on a crowded planet, only the relevant will remain.
01
Silence is gold
02
The last straw?
03
Data minimalism
04
Ahead of the curb
05
The inclusivity paradox
06
Space odyssey
07
Synthetic realities01 Silence is gold Brands must find ways to connect with consumers who just want quiet in a noisy world.
Fjord suggests
01 02 03 04
Be quieter Radically simplify your Invest in content design Measure the cognitive effort that
feedback surveys you expect from your customers
Take a lack of responsiveness as a When the number of interactions
hint to be quieter, not noisier. Listen to the changing needs of you have with your consumers is Recognize the attention and effort
Rethink your metrics, and find your customers and make minimal, each one of them your service expects from its
new ways of measuring providing feedback as easy and counts. Change the language of users and demand it only
performance of your services that instant as possible. Pay attention your messaging, and do it when it’s useful to people.
are not purely engagement- to the online reviews – customers frequently. It’s not just about what
related. are probably already telling you you say but how you say it.
what you need to know.02 The last straw? Enough talk. People expect products and services to have built in sustainability, or they’ll reject those who don’t.
Fjord suggests 01 02 03 04 Redesign everything Collaborate to get ahead Tell your stories Turn waste into wealth Focus on the experience of Think beyond your brand and Brands must tell stories around Think about how to monetize and making a difference. Make the business to industry traceability, sourcing and impact extract value from something that experience of refilling, borrowing, opportunities, and shift together to cut through and differentiate. is no longer wanted, as well as returning or disposing as great as with your peers or even Help consumers navigate the how to create new value where it the experience of buying. To competitors. Join forces with complexity of promises, was previously nonexistent. View remove potential barriers to others to solve problems certifications, and what's “real” sustainability as a measure of behavior change, make your collectively. versus what’s “greenwashing.” impact and value alongside sustainable products as desirable, financial results. affordable and convenient as non- sustainable alternatives.
03 Data minimalism People and organizations disagree on the value of personal data. Transparency is key to bridging the gap.
Fjord suggests
01 02 03
Set expectations, Embrace “data minimalism” Champion trust
and live up to them
Ensure your data strategy follows Allow people to act when data
Empower people to know how, the minimal viable data pattern about them is wrong by designing
where and why their data was and collects only what’s needed transparency and enabling people
used in your personalization to drive the service. Closely align to recalibrate algorithms. Prove
framework, and make clear what your data collection strategy to that what you get out of using
they will get in return. Gone are your business objectives. their data doesn’t outweigh the
the days when users would Collection, measurement and value they get from sharing it.
willingly hand over all their tailoring of services are
information without clear reason intrinsically linked.
or payback.04 Ahead of the curb Cities’ infrastructures are slowing us down. They must combat the clutter with ecosystems that meet real-time needs.
Fjord suggests 01 02 03 04 Design for moving from A to B Go for gains, not pains Remember the last mile Partners trump platforms People will soon stop thinking You don’t have to be a transport As mobility becomes an Many mobility needs are currently about transport mode and instead provider today to embed mobility ecosystem, many aspects will unmet, but anyone can remedy start thinking about simply getting in your service. Consider new connect or merge. At this point, this with the right partner. The from point A to B. Allow for business models that capitalize on the main economic and social critical mass required to deliver a customers’ needs that ebb and the benefits of adding mobility value lies in smart system working ecosystem will require flow depending on context and into your service layer. management. It’ll be critical to collaboration and white-label over time. Provide hassle-free link this mobility system to platforms, API consolidations and pick-and-choose services. Think existing infrastructures, manage partnerships, both public beyond classic market access to it and allow seamless and private. segmentation, and address connections to other adjacent regional archetypes and places service areas. sharing the same mobility characteristics – beyond borders.
05 The inclusivity paradox People are individuals, not types. Organizations must embrace meaningful mindsets to meet demand for true inclusivity.
Fjord suggests
01 02 03
Marry quant and qual Focus on mindsets Become a Living Business
over segmentation
When designing services, Living Services are personalized
carefully mix human insights with Move away from traditional services that adapt to user needs
data to breathe more color into marketing approaches that treat in real-time context. To be able to
facts that are often black and people as a homogenized group deliver them, you need to rewire
white. Learn the differences according to their demographics. your business by putting humans
between qualitative insights and Instead, focus on the mindsets at the center and strive for
quantitative statistics at scale and that group people together based ultimate customer relevance – you
how each can make the other on their motivations, attitudes and need to become a Living Business.
more powerful. behaviors.06 Space odyssey Work and retail spaces need a digital makeover. It’s time to rethink our approaches and tools for design spaces.
Fjord suggests
01 02 03 04
Let online behaviors Mind the gaps Link space and Create a connected ecosystem
inform offline business strategy
The experience of seamlessly Look at the ecosystem of services
People’s digital behavior can give moving between digital and Define the productivity you want and experiences offered in your
powerful insights to what people physical channels is evolving. from your space, and design space, and link those to your
want and value. Use those insights Explore the potential of new tech around it. The business purpose of customers’ mindsets.
where appropriate in a physical partnerships, such as the one space is changing, and that needs This is what should drive your
environment, just like Amazon did between Google and Mastercard, to be reflected in your design decisions.
with their four-star physical store to make it happen. business strategy.
that only stocks products that
have been given four stars or
more in their online reviews.07 Synthetic realities With face-swapping and voice simulation creating more believable synthetic realities, companies must work out how to capitalize on it – and manage risk.
Fjord suggests
01 02 03 04
Reframe “authentic” Be clear, be prepared Explore synthetic realities as a Harness the power of AI-
creative tool generated images for learning
In a world of synthetic realities, Continue to distinguish your
authenticity – something brand by having a clear purpose Don’t be put off by the fear of Explore ways that this technology
consumers value highly – will be and a platform that can be built being accused of bending the can be used to educate people
more important than ever. from, rather than an entity that truth. Audiences already accept and other AI systems in scenarios
Understand how to be authentic can be copied and manipulated. CGI in film; soon people will that were previously not possible.
and communicate that Be prepared for when things do accept synthetic realities in High-fidelity simulations offer a
authenticity effectively. go wrong, and have policies in everyday life. Once it’s familiar, no whole new way to test and train.
place to handle them quickly. one will call it new or different or
scary anymore.Parting thoughts What are you doing to understand people as individuals in their context? How are you reducing friction, simplifying and smoothing experience? What is your strategy for environment, mobility, transparency and trust? What makes you relevant?
Thank you ted.kilian@fjordnet.com https://trends.fjordnet.com/
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