Fjord service consulting Major innovation

8/9/2019 Fjord service consulting Major innovation

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OMNI-COLLEAGUES

THE NEW HEROES OF DIGITAL

01

TRENDS

2015TRENDS IMPACTINGDESIGN & INNOVATION


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Once again we have drawn Trends from right across

all of Fjord’s team – business designers, interaction

and visual designers, project managers, business

development, marketing, HR, IT and finance too. Our

Trends focus on issues we expect to tackle in the

coming year, as they affect design, users, organizations

and society. This year we have selected nine. We hope

they will inform the strategic and design decisions that

our clients and we take every day.

Some emerging meta themes to take note of...

TRENDS2015


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OMNI-COLLEAGUES


01

THE IMPACT OF DIGITAL

ON THE REAL WORLD IS

COMING INTO FOCUS

Software is now becoming embedded in the environment

very quickly, in ways that we will all be witnessing and

talking about. At the same time, people are also going

back into the front line of the interface itself.

MAGIC IS NOW

EXPECTED

Maybe it’s the result of a generation weaned on Harry

Potter, but Gen Y is hard to surprise; they confidently

expect services to become more magical. For some

services, it’s by guessing your intent or making boring

transactional stuff disappear. If you can conjure with skill,

you can differentiate.

In 2015, successful organizations will form connections

between services, devices and places. The seams between

these cannot be avoided, but can be managed and

finessed. Platforms that scale to do this are essential and

will offer the most engaging and profitable value.

The one word to sum up the coming year? Ambition. Those

companies that can truly deliver on their ambition with

a phenomenal user experience will become this year’s

innovative darlings.


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TABLE OFCONTENTS

01

OMNI-COLLEAGUES


MIND THE GAP

02

AGGREGATION

MOVES TO SERVICES

03

04

DIGITAL DIETING

EMOTIONAL INTERFACES

FROM COMMANDS

TO CONVERSATION

05

DIGITAL DISRUPTION

GOES PHYSICAL

06

07

MONEY TALKS

BE EFFORTLESS

INTERACTIONS IN

CONNECTED

SYSTEMS

08

THE SIXTH SENSE

09


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OMNI-COLLEAGUES

THE NEW HEROESOF DIGITAL

01


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To become truly digital, businesses are seeking

to re-integrate people into the interface. In

the wake of omni-channel, the (imperfect)

term companies use to describe an entirely

linked suite of channels aspiring to provide a

seamless experience, humans are returning

as a fundamental component to a successful

service. The omni-channel approach runs

the risk of ditching humans for automated

touchpoints, but for digital to triumph, these

services must be re-humanized. Companies

need to strategically consider which servicesare appropriate to manage via machines, and

which require human interaction.

“We had a customer experience but

wanted an employee experience.”Airbnb’s Mark Levy, Global Head of

Employee Experience

OMNI-COLLEAGUESTHE NEW HEROES OF DIGITAL

01


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OMNI-COLLEAGUES


01

Companies are pulling back the curtain and revealing

their greatest assets: their people.

Although this trend has been building for a long

time now, it’s reaching its zenith as the digital world

continues to expand and diversify. Telstra in Australia

announced a massive “digital first” initiative that

automates all the repetitive, admin tasks so their

colleagues can have more meaningful interactionswith customers. Eyewear startup Warby Parker,

known for their differentiating distribution model and

their social impact, opened a new HQ in Nashville to

continue their high-touch customer service, including

humans answering the phone without the traditional

robotics of phone trees.

This isn’t just about providing employees with a

tablet-controlled dashboard with a glut of data. It

is creating points of action instead of purely points

of information. It’s about finding ways to equip youromni-channel with an omni-colleague so that they are

able to take meaningful action for the user.

LOOKINGFORWARD

http://telstra.com.au/http://www.zdnet.com/article/telstra-takes-major-step-on-digital-first-path/http://www.zdnet.com/article/telstra-takes-major-step-on-digital-first-path/http://www.zdnet.com/article/telstra-takes-major-step-on-digital-first-path/http://www.zdnet.com/article/telstra-takes-major-step-on-digital-first-path/http://www.wired.com/2014/06/warby-parkers-quest-to-prove-not-sucking-is-the-ultimate-innovation/http://www.fastcompany.com/3035163/most-innovative-companies/warby-parker-goes-country-opens-second-corporate-office-in-nashvilhttp://www.fastcompany.com/3035163/most-innovative-companies/warby-parker-goes-country-opens-second-corporate-office-in-nashvilhttp://www.fastcompany.com/3035163/most-innovative-companies/warby-parker-goes-country-opens-second-corporate-office-in-nashvilhttp://www.fastcompany.com/3035163/most-innovative-companies/warby-parker-goes-country-opens-second-corporate-office-in-nashvilhttp://www.fastcompany.com/3035163/most-innovative-companies/warby-parker-goes-country-opens-second-corporate-office-in-nashvilhttp://www.fastcompany.com/3035163/most-innovative-companies/warby-parker-goes-country-opens-second-corporate-office-in-nashvilhttp://www.fastcompany.com/3035163/most-innovative-companies/warby-parker-goes-country-opens-second-corporate-office-in-nashvilhttp://www.fastcompany.com/3035163/most-innovative-companies/warby-parker-goes-country-opens-second-corporate-office-in-nashvilhttp://www.wired.com/2014/06/warby-parkers-quest-to-prove-not-sucking-is-the-ultimate-innovation/http://www.zdnet.com/article/telstra-takes-major-step-on-digital-first-path/http://www.zdnet.com/article/telstra-takes-major-step-on-digital-first-path/http://www.zdnet.com/article/telstra-takes-major-step-on-digital-first-path/http://www.zdnet.com/article/telstra-takes-major-step-on-digital-first-path/http://telstra.com.au/


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OMNI-COLLEAGUESTHE NEW HEROES OF DIGITAL

01

We’re moving beyond the Uncanny Valley of

digitization, where online interactions insufficiently

mimic customer service with human-beings. Instead,

employees shall wield efficient digital tools, but with

the warm intention and compassion of a superhero to

deepen their relationship with customers.

• Don’t just provide digital tools and data to those on

the front line, also train them with the deep social

skills to navigate a diverse group of customers.

• Consider a new type of employee evaluation that

would not only measure them on their speed, but on

the quality of the interaction with the customer.

• Think of new incentives for motivation: imagine if

customer ratings were transmitted to other social,professional spaces like a LinkedIn profile.

FJORDSUGGESTS


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MINDTHE GAP

02


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MIND THE GAP02

We toggle between our myriad devices as much

and as swiftly as we change our environments.

Interesting challenges arise when our services

must understand the context in which we’re

engaging with our data and content. Since we’realways in flux, the chances of our experience

being disrupted are much higher: when the trip

ends in the middle of watching that thrilling

in-flight movie or when we expect our in-store

experience to know our past purchases and

style preferences in the same way an online site

would. As our digital experiences across devices

becomes more fragmented, there are four typesof gaps that we need to address: the gap when

we lose our bandwidth, when we move between

devices, when we’re handed over between

different services, and when our digital data has

changed and needs to be updated.

Designing for experiences that

are resilient in the space betweenphysical and digital channels and

across devices.


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MIND THE GAP02

The gap between physical and online spaces is a

new challenge for businesses that didn’t think of

themselves as tech companies, like banks, newspapers

and supermarkets. Users expect a unified brand across

digital touchpoints and, despite unreliable Wi-Fi, a

seamless continuation of their experience. Spotify’s

offline mode is probably the most impressive and

convenient for users shuttling between online and

offline environments.

This transforms their service in a beautifully ephemeral

way, as their content is no longer designated to one

platform.

In the UK, the huge growth of “click and collect”

services allows users the choices of online shopping

and the convenience of nearby in-store pickup. But,

while we were conducting competitor research,

one retailer gave us the wrong item and could not

guarantee a speedy refund. Another leading retailer’s

head of eCommerce told us that transparent inventory

is a worthy endeavor, but isn’t prestigious enough for

brands to take on.

WHAT’SGOING ON

http://lifehacker.com/the-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019http://lifehacker.com/the-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019http://lifehacker.com/the-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019http://lifehacker.com/the-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019http://www.theguardian.com/business/2014/aug/05/click-and-collect-takes-off-christmas-shoppinghttp://www.theguardian.com/business/2014/aug/05/click-and-collect-takes-off-christmas-shoppinghttp://www.theguardian.com/business/2014/aug/05/click-and-collect-takes-off-christmas-shoppinghttp://www.theguardian.com/business/2014/aug/05/click-and-collect-takes-off-christmas-shoppinghttp://lifehacker.com/the-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019http://lifehacker.com/the-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019http://lifehacker.com/the-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019http://lifehacker.com/the-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019


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MIND THE GAP02

The gap above appears in the wake of technical and

temporal barriers, but also human ones due to hubris.

However, perhaps the biggest gap to address is the

one that emerges when we switch between devices,

and as the platforms multiply, this gap becomes more

crucial. The introduction of the Apple Watch may well

be a tipping point for wrist wearables. The watch may

be divorced from the mobile mothership from time to

time, but users will expect services to elegantly usherus into offline mode even with spotty connectivity.

Fjord worked with a major car company to address

this as they navigate how the future of the connected

car would be affected by the pitfalls of physical travel

with patchy mobile coverage and spotty Wi-Fi. But

people still expect the software’s guarantee to trump

the real world. Designers must plan for the appropriate

communication when the meat space ultimately

disrupts our technological desires.

LOOKINGFORWARD


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MIND THE GAP02

FJORDSUGGESTS

Not all gaps are spotted easily. For designers, the trick

is to find the tradeoff between the understanding of

what millions of customers are doing (the archetypes)

and compromising around that for customization.

• Use techniques like “Edges and Extremes” to

search for outlier experiences early on. Remember

that unexpected usage can come both from early

adopters (experimenting) and laggards (doing whatthey understand in their context).

• Service Blueprinting should include analysis of

fundamentals easy to overlook like source (and

bandwidth) of connectivity and time spent in any

given mode.

• Consider organizational readiness, strategic overview

and the people within the organization who believe

in cross-channel experience and can see it through.

Who minds your gaps?

• Respect the cognitive workload for users: the

best services respect and remember the user’s

input by learning from it over time and not

getting digital amnesia.


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03

AGGREGATIONMOVES TO SERVICES


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AGGREGATION MOVES TO SERVICES03

Consumers are growing tired of overly

specialized applications and services and

the confusing amount of choice that these

services offer. Users have grown accustomed to

Google’s aggregation of information, Facebook’saggregation of people, and Spotify’s aggregation

of music. Now they have come to expect

experiences on other platforms to mirror this

precedent set by these mighty aggregators. This

year, we will probably see singularly focused

companies expand their thinking and start

branching into other parts of their customers’

lives—providing value in unexpected places, in

surprising ways.

Using a customer’s journey to spark

new service offerings


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Leading edge companies are examining what their

users are doing before and after using an app, not

just when their app is open. Airbnb is extending their

offering—providing a “local companion” service and

now a lifestyle magazine—likely because the frustration

of specialized, unlinked services is most felt when users

are traveling. Why is a customer’s literal journey so

segmented between transportation, accommodation,

and recreation, and why does travel require several

apps? SNCF, France’s national state-owned railway

company, is working to reduce this with a whole

journey approach, providing door to door service with

private cars at either side of the user’s train travel.

WHAT’SGOING ON

http://thenextweb.com/apps/2014/05/31/airbnb-testing-new-feature-lets-ask-locals-destination/http://thenextweb.com/apps/2014/05/31/airbnb-testing-new-feature-lets-ask-locals-destination/http://www.railwaybulletin.com/2013/09/sncf-extends-its-door-to-door-servicehttp://www.railwaybulletin.com/2013/09/sncf-extends-its-door-to-door-servicehttp://www.railwaybulletin.com/2013/09/sncf-extends-its-door-to-door-servicehttp://www.railwaybulletin.com/2013/09/sncf-extends-its-door-to-door-servicehttp://www.railwaybulletin.com/2013/09/sncf-extends-its-door-to-door-servicehttp://www.railwaybulletin.com/2013/09/sncf-extends-its-door-to-door-servicehttp://www.railwaybulletin.com/2013/09/sncf-extends-its-door-to-door-servicehttp://www.railwaybulletin.com/2013/09/sncf-extends-its-door-to-door-servicehttp://thenextweb.com/apps/2014/05/31/airbnb-testing-new-feature-lets-ask-locals-destination/http://thenextweb.com/apps/2014/05/31/airbnb-testing-new-feature-lets-ask-locals-destination/


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FJORDSUGGESTS

While your service may initially focus on a specific

customer pain point, you may be prepared to address

different modes of the customer journey in order to

resonate in other areas of a customer’s life.

• Take insights from the far-reaching parts of the user

journey and apply them to your current service.

Seemingly dissociated moments may actually lead to

delightful customer experiences.

• Connecting service is more about building an

ecosystem comprised of relevant services, rather

than creating a one-stop shop. Consider partnerships

forged in technology and data.

• Find distinct ways to merge, coordinate, reframe,

and reconfigure moments in the customer journey

so that your service isn’t just a jack of all trades, but

actually helps to enhance the customer experienceand differentiate you.


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DIGITALDIETING

04


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DIGITAL DIETING04

During research for these Trends, the most

consistent observation was the increasing tension

between our attention on digital and our need

to focus on the (unmediated) real world around

us. One studio reported global research thathad repeatedly seen users say, “I’m addicted to

the screen and resent it.” This echoed the result

of research we conducted earlier in the year

that pointed to the growing need for users to

get their heads up and out of constant screen

obsession. One survey revealed that we look at

our phones over 1500 times a week. But is this

concern a generational one? Does Generation

Moth, attracted to high density screens like

moths are to a flame, feel the same as middle-

aged design “experts”?

Services and users mindfully

compartmentalize connectivity to livebeyond the screen.

http://www.huffingtonpost.com/2012/08/16/smartphone-addiction-time-survey_n_1791790.htmlhttps://www.yahoo.com/tech/new-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979.htmlhttps://www.yahoo.com/tech/new-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979.htmlhttps://www.yahoo.com/tech/new-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979.htmlhttps://www.yahoo.com/tech/new-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979.htmlhttp://www.huffingtonpost.com/2012/08/16/smartphone-addiction-time-survey_n_1791790.html


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DIGITAL DIETING04

People tend to feel overwhelmed, distracted and

stressed as a result of being continuously online

and want to turn off. Brands are driven by users’

digital fatigue: internet startups like Birchbox,

Rent the Runway, and Bonobos have set up stores,

though they are still connected experiences. The

rise of digital detox holidays and retreats resemble

nostalgic, pre-Internet summer camps. New social

etiquette arises out of the desire to unplug. InSingapore students won a cash prize to develop

an app (ironically) that encourages people to stop

using their smartphones: when two people put

their phones together a tree grows inside the app

the longer the couple leaves it untouched. More

subtly, Calm and Headspace offer a digital route

to meditation, while Checky tells you how many

times you have looked at your phone that day. A

further aspect of our erratic approach to digital

dieting is privacy: it is now reported that Americans

say they want privacy, but don’t act on that desire.

Recent research has stated that despite growing upin a digital environment that encourages sharing,

younger people are most concerned about privacy.

WHAT’SGOING ON

http://www.huffingtonpost.com/2012/08/16/smartphone-addiction-time-survey_n_1791790.htmlhttp://www.huffingtonpost.com/2012/08/16/smartphone-addiction-time-survey_n_1791790.htmlhttp://www.huffingtonpost.com/2012/08/16/smartphone-addiction-time-survey_n_1791790.htmlhttp://birchbox.com/http://renttherunway.com/http://bonobos.com/http://www.forbes.com/sites/ellenhuet/2014/06/20/camp-grounded-digital-detoxhttp://www.forbes.com/sites/ellenhuet/2014/06/20/camp-grounded-digital-detoxhttp://www.forbes.com/sites/ellenhuet/2014/06/20/camp-grounded-digital-detoxhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://calm.com/http://headspace.com/http://checkyapp.com/http://www.npr.org/blogs/alltechconsidered/2013/06/10/190433719/when-it-comes-to-online-privacy-a-disconnect-for-the-younghttp://www.npr.org/blogs/alltechconsidered/2013/06/10/190433719/when-it-comes-to-online-privacy-a-disconnect-for-the-younghttp://www.npr.org/blogs/alltechconsidered/2013/06/10/190433719/when-it-comes-to-online-privacy-a-disconnect-for-the-younghttp://www.npr.org/blogs/alltechconsidered/2013/06/10/190433719/when-it-comes-to-online-privacy-a-disconnect-for-the-younghttp://www.npr.org/blogs/alltechconsidered/2013/06/10/190433719/when-it-comes-to-online-privacy-a-disconnect-for-the-younghttp://www.npr.org/blogs/alltechconsidered/2013/06/10/190433719/when-it-comes-to-online-privacy-a-disconnect-for-the-younghttp://checkyapp.com/http://headspace.com/http://calm.com/http://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.forbes.com/sites/ellenhuet/2014/06/20/camp-grounded-digital-detoxhttp://www.forbes.com/sites/ellenhuet/2014/06/20/camp-grounded-digital-detoxhttp://www.forbes.com/sites/ellenhuet/2014/06/20/camp-grounded-digital-detoxhttp://bonobos.com/http://renttherunway.com/http://birchbox.com/http://www.huffingtonpost.com/2012/08/16/smartphone-addiction-time-survey_n_1791790.htmlhttp://www.huffingtonpost.com/2012/08/16/smartphone-addiction-time-survey_n_1791790.htmlhttp://www.huffingtonpost.com/2012/08/16/smartphone-addiction-time-survey_n_1791790.html


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DIGITAL DIETING04

This is creating some interesting new syntheses as

digital services look for physical manifestations to help

not only with awareness, but also to increase utility.

A great current example is Evernote’s two-way

collaboration with Moleskine to create physical

Evernote notebooks alongside Smart Stickers that

allow for digital tagging of physical notes, search and

share. It is notable that they talk of “the pleasure of

paper” in their marketing. Diverse manifestations of

this trend are driven by a multitude of causes: Russian

and German governments are said to be ordering good

old (electric) typewriters to prevent leaks. Samsung is

said to be thinking of selling offline in India to boost its

margins.

Other considerations focus on physical as well as

mental health. A recent study shows that constant

texting can put between 27 and 60 pounds of weight

stress on the spine at neck level.

Fjord does not expect twenty years of digital to slowly

dissipate. But a critical lens is being put on the use of

our technology and addiction to it as the shape and

price of our new habits become clear.

LOOKINGFORWARD

http://mymoleskine.moleskine.com/community/evernote.phphttp://mymoleskine.moleskine.com/community/evernote.phphttp://mymoleskine.moleskine.com/community/evernote.phphttp://www.theguardian.com/world/2014/jul/15/germany-typewriters-espionage-nsa-spying-surveillancehttp://www.theguardian.com/world/2014/jul/15/germany-typewriters-espionage-nsa-spying-surveillancehttp://www.vrworld.com/2014/09/30/samsung-considers-going-offline-india-boost-margins/http://www.vrworld.com/2014/09/30/samsung-considers-going-offline-india-boost-margins/http://www.vrworld.com/2014/09/30/samsung-considers-going-offline-india-boost-margins/http://www.msn.com/en-gb/health/mindandbody/how-texting-puts-60lbs-of-pressure-on-your-spine/ar-BBey2y6http://www.msn.com/en-gb/health/mindandbody/how-texting-puts-60lbs-of-pressure-on-your-spine/ar-BBey2y6http://www.msn.com/en-gb/health/mindandbody/how-texting-puts-60lbs-of-pressure-on-your-spine/ar-BBey2y6http://www.msn.com/en-gb/health/mindandbody/how-texting-puts-60lbs-of-pressure-on-your-spine/ar-BBey2y6http://www.vrworld.com/2014/09/30/samsung-considers-going-offline-india-boost-margins/http://www.vrworld.com/2014/09/30/samsung-considers-going-offline-india-boost-margins/http://www.vrworld.com/2014/09/30/samsung-considers-going-offline-india-boost-margins/http://www.theguardian.com/world/2014/jul/15/germany-typewriters-espionage-nsa-spying-surveillancehttp://www.theguardian.com/world/2014/jul/15/germany-typewriters-espionage-nsa-spying-surveillancehttp://mymoleskine.moleskine.com/community/evernote.phphttp://mymoleskine.moleskine.com/community/evernote.phphttp://mymoleskine.moleskine.com/community/evernote.php


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DIGITAL DIETING04

FJORDSUGGESTS

Fjord’s founder Olof Schybergson noted in his articleon Generation Moth that a whole generation raised

on touch screens would change digital design. This

generation expects screens to hold the promise of

interactivity and something more engaging than the

rest of the environment that they inhabit.

• Be careful about the demands you make on users

through alerts—the dividing line between need to

know, addiction and irritation is narrow.

• Re-examine the demands your organisation places

on staff—is their use of digital consistent with the

freedom or requirement to observe and reflect on

what is around them?

• Keep distraction out of collaborative and creativemoments: typically it takes people over 20 minutes

to return to full engagement with a complex

mental task.

• Consider ways users can avoid taking their phones

out; explore the use of haptic or audio feedback in

your service.

http://www.wired.com/2014/06/generation-moth/http://www.wired.com/2014/06/generation-moth/http://www.wired.com/2014/06/generation-moth/http://www.wired.com/2014/06/generation-moth/


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EMOTIONALINTERFACES

FROM COMMANDSTO CONVERSATION

05


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EMOTIONAL INTERFACESFROM COMMANDS TO CONVERSATION

05

Historically, human interactions with our

enabling technologies have been largely

transactional. These human-machine

conversations have been isolated to a series ofrigid “commands,” without the accompanying

range of emotional information found in human

conversation. This is rapidly changing. Today,

advances in sensors, social media, synthetic

materials, newly published digital design

philosophies, such as Google’s material design,

and processing speed have yielded a world in

which we can start to communicate using an

emotional palette of visual expressions. Brands

are starting to place a premium on digital

personality as well as functionality.

As advances in technology enable

more natural human-machineinteractions, businesses need to

evolve their digital personalities.

http://emotient.com/http://emotient.com/http://emotient.com/http://emotient.com/


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FROM COMMANDS TO CONVERSATION

05

Currently we’re witnessing an expansion of emotional

interface capabilities. Emotient has showcased their

real-time facial expression recognition software and

the Aldebaran new humanoid robot is capable of

detecting emotions through both vocal analysis and

facial recognition. Smartcardia released a product that

allows emotions to control internet-connected objects.

As the accuracy of emotional sensors become even

sharper, machines may know how we are feeling in thefuture, even when we do not.

While machines are starting to understand more of

our natural communication methods, we’re adopting

new ways of expressing emotions amongst ourselves.

From the White House relying heavily on Emoji in their

report on millennials to things like the smartphone

keyboard based entirely on GIFS, Emoji’s have entered

our vernacular. Also, it’s no wonder that our highly

visual culture has gravitated to the image-oriented,

mobile friendly Instagram. Perhaps the most significantdevelopment this year: a supercomputer finally

passed (according to some but not all commentators)

The Turing Test, effectively fooling users into thinking

it was human.

WHAT’SGOING ON

http://emotient.com/http://www.aldebaran.com/enhttp://http//www.smartcardia.com/inyuhttp://www.theatlantic.com/technology/archive/2014/10/why-the-white-house-is-using-emojis/381307http://www.theatlantic.com/technology/archive/2014/10/why-the-white-house-is-using-emojis/381307http://www.nylon.com/articles/smartphone-gif-keyboardhttp://www.nylon.com/articles/smartphone-gif-keyboardhttp://www.newyorker.com/tech/elements/what-comes-after-the-turing-testhttp://www.newyorker.com/tech/elements/what-comes-after-the-turing-testhttp://www.nylon.com/articles/smartphone-gif-keyboardhttp://www.nylon.com/articles/smartphone-gif-keyboardhttp://www.theatlantic.com/technology/archive/2014/10/why-the-white-house-is-using-emojis/381307http://www.theatlantic.com/technology/archive/2014/10/why-the-white-house-is-using-emojis/381307http://http//www.smartcardia.com/inyuhttp://www.aldebaran.com/enhttp://emotient.com/


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FROM COMMANDS TO CONVERSATION

05

In the near future, not only would our inputs include

increasing emotive content, we’ll actually begin

developing emotional connections with our machines.

It was fortuitous timing in 2014 to see the release

of the movie Her, whose popularity is probably

down to the fact that although the world of intimate

relationships with our interfaces seems like sci-fi, it also

feels tangibly close.

The Kiss messenger, by Lovotics, is a set of internet-

connected artificial lips that allow users to send kisses

in real-time, and is expected to hit the market in 2015.

The company Robokind recently released a life-like

humanoid robot that is used for treating autism, Jibo,

“The World’s First Family Robot” and Pepper, an

emotion sensing robot, are expected to launch next

year as well. As far as emotions and human-computer

interactions are concerned, we’re making the climb

out of the uncanny valley and developing emotional

relationships with our machines. As gesture, facial,and vocal recognition all quickly become realities, we

can expect that next year we’ll witness some profound

new interactions.

LOOKINGFORWARD

http://www.herthemovie.com/#/homehttp://www.herthemovie.com/#/homehttps://www.indiegogo.com/projects/jibo-world-s-first-family-robot-4-800-pre-soldhttp://www.robokindrobots.com/https://www.indiegogo.com/projects/jibo-world-s-first-family-robot-4-800-pre-soldhttps://www.indiegogo.com/projects/jibo-world-s-first-family-robot-4-800-pre-soldhttp://time.com/2845040/robot-emotions-pepper-softbankhttp://time.com/2845040/robot-emotions-pepper-softbankhttp://time.com/2845040/robot-emotions-pepper-softbankhttp://time.com/2845040/robot-emotions-pepper-softbankhttps://www.indiegogo.com/projects/jibo-world-s-first-family-robot-4-800-pre-soldhttps://www.indiegogo.com/projects/jibo-world-s-first-family-robot-4-800-pre-soldhttp://www.robokindrobots.com/https://www.indiegogo.com/projects/jibo-world-s-first-family-robot-4-800-pre-soldhttp://www.herthemovie.com/#/homehttp://www.herthemovie.com/#/home


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05

FJORDSUGGESTS

With so many emerging technologies on the horizon, it

may be difficult to know where to invest, but knowing

the direction of momentum can help us arrive at a few

recommendations:

• Find your brand’s personality, and incorporate it into

your digital touchpoints, i.e. infuse digital “smiles”

and infuse them into their ecosystems.

• Think about emotionally responsive UI.

• Use Emojis. Businesses should consider thinking

about how to incorporate this language into their

messaging, notification and authentication platforms.

• Start a robot strategy. How would your brand find a

presence with retail robots soon acting as your digital

delivery platform? Since many robots are voice-

controlled, is it possible that we might see a decrease

in time spent in front of “screens”?

• Consider gestures. Does your service cry for a more

human interaction? Are there elements of your

business that benefit from a gesture-based UI?


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DIGITAL DISRUPTIONGOES PHYSICAL

06


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DIGITAL DISRUPTION GOES PHYSICAL06

Now that the physical world is laced with sensors

and overlaid with software, digital is able to

transform physical interaction with increasing

acuity and reach. This shift is bolstered by

startups with broad visions for how to mix digital

and physical for the first time, across industries.

The first main driver of this trend is the startling

speed with which the major pioneers of this

disruption grew: Uber has gone from virtual

obscurity in 2010 to achieving iconic status in

2014. The new digital revolutions have found

ways to make physical objects—like cars in the

case of the ride sharing economy—go digitally

viral. Which brings us to the second driver of this

trend: the scale of ambition that these companiesaim to achieve. The CEO of Evernote, a note-

taking service, wants to be “the global platform

for your memory.” Startups with a foot in the

physical are beginning to claim entire areas of

cognitive activity to make services that are both

responsive to need and predicting those needs.

More and more physical actions

and items will become data-driven

services.

http://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversyhttp://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversyhttp://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversyhttp://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversyhttp://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversyhttp://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversyhttp://www.7x7.com/tech-gadgets/evernote-aims-build-global-platform-memoryhttp://www.7x7.com/tech-gadgets/evernote-aims-build-global-platform-memoryhttp://www.7x7.com/tech-gadgets/evernote-aims-build-global-platform-memoryhttp://www.7x7.com/tech-gadgets/evernote-aims-build-global-platform-memoryhttp://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversyhttp://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversyhttp://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversyhttp://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversyhttp://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversyhttp://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversy


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Plenty of physical actions and devices have already

become data-driven services. The chassis, seats and

tires of the Tesla S may remind you of the physical

object known as the car, but that’s where the similarity

ends. The Tesla’s power plant, drivetrain, suspension

and cabin control systems are extensions of an

operating system that can intelligently respond to

human input and update in response to changing

conditions. Uber’s famous market disruption andstunning growth rate are due to the same utilization

of a smart data-driven service model. In a recent

test, Uber’s data scientists were able to predict final

destinations 75% of the time. Combine this rapid

expansion with a confidence in delivering users

anything they want, and Uber is poised to disrupt other

industries, as well. They have already expanded into

health by offering on-demand flu shots.

WHAT’SGOING ON

http://www.teslamotors.com/modelshttp://www.wired.com/2014/02/teslas-air-fix-best-example-yet-internet-things/http://www.wired.com/2014/02/teslas-air-fix-best-example-yet-internet-things/http://www.wired.com/2014/02/teslas-air-fix-best-example-yet-internet-things/http://www.wired.com/2014/02/teslas-air-fix-best-example-yet-internet-things/http://www.wired.com/2014/02/teslas-air-fix-best-example-yet-internet-things/http://www.fastcolabs.com/3035350/elasticity/uber-can-now-predict-where-youre-going-before-you-get-in-the-carhttp://www.fastcolabs.com/3035350/elasticity/uber-can-now-predict-where-youre-going-before-you-get-in-the-carhttp://www.nbcnews.com/business/consumer/uber-tests-demand-flu-shots-3-major-cities-n232251http://www.nbcnews.com/business/consumer/uber-tests-demand-flu-shots-3-major-cities-n232251http://www.fastcolabs.com/3035350/elasticity/uber-can-now-predict-where-youre-going-before-you-get-in-the-carhttp://www.fastcolabs.com/3035350/elasticity/uber-can-now-predict-where-youre-going-before-you-get-in-the-carhttp://www.wired.com/2014/02/teslas-air-fix-best-example-yet-internet-things/http://www.wired.com/2014/02/teslas-air-fix-best-example-yet-internet-things/http://www.wired.com/2014/02/teslas-air-fix-best-example-yet-internet-things/http://www.wired.com/2014/02/teslas-air-fix-best-example-yet-internet-things/http://www.wired.com/2014/02/teslas-air-fix-best-example-yet-internet-things/http://www.teslamotors.com/models


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The capability for vast data generation and

communication exists, but the critical role of storage

and analysis in the disruption of the physical world

hasn’t been fully explored.

As one global CEO recently quipped: “if you went

to bed last night as an industrial company, you’re

going to wake up this morning as a software and

analytics company.” The operative word here is

“industrial.” Businesses are starting to harness the

power of recorded physical actions—and the devices

that sense them— to achieve new levels of efficiency.

It is predicted that 50 billion devices will produce

actionable data by 2020. Watch also for the (literal)

rise of drones this year. Human actions related

to commerce, travel and social activities are now

understood clearly enough to allow companies to make

meaningful disruptions in the physical world. Google

Cardboard is a playful example of disrupting our

physical world by simply providing a cardboard casing

for our mobile phones that allow us to experience

virtual reality. Beyond Uber and Airbnb, the next wave

of services that’ll mobilize goods are here: Zirx parksyour car for you and Shyp that’ll deliver packages for

you at a low cost.

LOOKINGFORWARD

http://fortune.com/2014/10/10/ge-data-robotics-sensors/http://fortune.com/2014/10/10/ge-data-robotics-sensors/http://fortune.com/2014/10/10/ge-data-robotics-sensors/http://fortune.com/2014/10/10/ge-data-robotics-sensors/https://www.google.com/get/cardboardhttps://www.google.com/get/cardboardhttps://www.google.com/get/cardboardhttps://www.google.com/get/cardboardhttp://fortune.com/2014/10/10/ge-data-robotics-sensors/http://fortune.com/2014/10/10/ge-data-robotics-sensors/http://fortune.com/2014/10/10/ge-data-robotics-sensors/http://fortune.com/2014/10/10/ge-data-robotics-sensors/


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FJORDSUGGESTS

Companies can no longer assume that just because

their assets are physical, bulky, and/or expensive, they

are immune from digitally led disruption. In the race to

sense and record the world, two types of leaders will

emerge: those with the market lead in smart devices

and those with the market lead in collecting and

analyzing measurable human action.

• Consider service design techniques like Trends

Reframing to get a big picture on what you need to

disrupt before someone else does.

• Those who design these services with consistent

delight in mind will win.

• Where can a sensor revolutionize your business or, at

the least, your customer understanding?


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MONEYTALKS

07


36/55

MONEY TALKS07

New generations of users are jumping directly to

mobile and social platforms.

Short, visual messages and quick interactions

are preferred, so it’s no surprise that messaging

services are merging with the ecommerce space

to capture the (fleeting) attention and money ofthe most social users. Venmo, posing a threat to

cash, is popular because of its convenient social

features; Snapchat teamed up with Square to

“snap” a payment amount to friends. This social

and emotional layer, over what was once a purely

transactional behavior, is changing the way we

mobilize our money. Brands need to adapt their

content into an authentic conversation for users.

Commerce and messaging combine

for payments and shopping.

http://qz.com/277509/read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-moneyhttp://qz.com/277509/read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-moneyhttp://www.businessweek.com/articles/2014-11-20/mobile-payment-startup-venmo-is-killing-cashhttp://www.businessweek.com/articles/2014-11-20/mobile-payment-startup-venmo-is-killing-cashhttp://blog.snapchat.com/post/102895720555/introducing-snapcashhttp://blog.snapchat.com/post/102895720555/introducing-snapcashhttp://blog.snapchat.com/post/102895720555/introducing-snapcashhttp://blog.snapchat.com/post/102895720555/introducing-snapcashhttp://www.businessweek.com/articles/2014-11-20/mobile-payment-startup-venmo-is-killing-cashhttp://www.businessweek.com/articles/2014-11-20/mobile-payment-startup-venmo-is-killing-cashhttp://qz.com/277509/read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-moneyhttp://qz.com/277509/read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money


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MONEY TALKS07

Silicon Valley is not spurring this trend. Compared

to China, the country redefining commerce by

transforming it into a conversation, these startups

are late to the party. WeChat, WhatsApp’s highly

successful China-based competitor, is working to be

more than a platform for chatting. The three year old,

mobile-only platform has moved into gaming, shopping

and banking, allowing their 500 million users to send

digital cash and make purchases from the platform.

Building on top of popular platforms and user

interactions trumps any traditional brick and mortar

strategy for retail. Taobao, a Chinese site, enables

consumers and small merchants to sell products, and

even services, online.

WHAT’SGOING ON

http://qz.com/179007/wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable/http://qz.com/179007/wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable/http://qz.com/179007/wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable/http://taobao.com/http://taobao.com/http://taobao.com/http://taobao.com/http://taobao.com/http://taobao.com/http://qz.com/179007/wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable/http://qz.com/179007/wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable/http://qz.com/179007/wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable/


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MONEY TALKS07

LOOKINGFORWARD

In Western markets, apps like Venmo are sold with

a clear purpose and focused attention on user

experience, aesthetics and clear functionalities. Once

they reach the emerging markets, local users will

repurpose, transform and incorporate them into a

personal and fragmented service ecosystem.

For example, Instagram users adapted the social

sharing site into an eCommerce site, as many users in

these emerging markets publish the services that they

sell. Taking cues from this transformation, we’ll see

many more big brands adopting a more visually rich,

mobile-first strategy on platforms with established

audiences. A visual service like Instagram could be

transformed by its users into a retail channel with new

functionalities like coupons, orders or payments.

http://qz.com/104499/a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep/http://qz.com/104499/a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep/http://qz.com/104499/a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep/http://qz.com/104499/a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep/http://qz.com/104499/a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep/http://qz.com/104499/a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep/http://qz.com/104499/a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep/http://qz.com/104499/a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep/


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MONEY TALKS07

FJORDSUGGESTS

Look out for highly disruptive platforms and ideas

coming from China and other markets like India

and Indonesia, that have gone mobile first. We’re

seeing a new slew of players who will influence

established digital markets or go further and challenge

incumbents. Study them.

• Re-think what happens when payments become part

of the conversation. How might payments change

further, through negotiation on pricing, for example?

• What other consumer services might get embedded

in or changed by conversation? What impact might

this have on an organization’s internal process–

especially when a generation native to this way of

communicating becomes the workforce?

• Try the service design method of Touchpoint

Reframing, used to explore the delivery of a service

through touchpoints that are currently different

from the ones being used or proposed, in order to

challenge assumptions and open the door to this kind

of thinking.


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BE EFFORTLESS

INTERACTIONS INCONNECTED SYSTEMS

08

O SS08


41/55

BE EFFORTLESSINTERACTION IN CONNECTED SYSTEMS

08

For years mobile experts debated whether

the phone would be a “Swiss Army Knife” or

a focused tool ideal for voice and messaging.

That debate went away with the iPhone in 2007.Since then the mobile has been positioned as the

“remote control for life.” Many of the new devices

coming to market—watches, sensors, wearables—

rely on the phone for connectivity, data display,

and software updates. This positions the phone

as the sun in a solar system. But might we move

to a system of connected services and devices

that looks more like a constellation? Fjord’s view

is that the smartphone could retain its solar

dominance for some time to come, but services

and devices would put into question the phone’s

role in experience delivery.

From smartphones to beacons,

the gateways to interact with our

surroundings are not only expanding,

but also standardizing.

BE EFFORTLESS08


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BE EFFORTLESS

INTERACTION IN CONNECTED SYSTEMS

08

Nearables are becoming ubiquitous as traditionally

non-digital businesses integrate the devices into their

services. Starwood Hotels and Resorts introduced

virtual doors, made unlockable via smartphone

and Volvo introduced virtual car locks for delivery.

But if these innovations are driven by apps and the

accompanying interactions one needs to navigate

apps, are they really making the experience any better

than a traditional key card? With the introductionof Apple’s HomeKit, a complete communication

ecosystem of devices could be standardized, meaning

simple commands are within our grasp, as long as

developers and manufacturers are on board.

Meanwhile, wearable sales have continued to grow

in the health, wellness and fitness sector, despite

challenges in technical accuracy, battery life and

consumer fickleness over activity tracking. Wearables

have become a household name, but the future

depends on the symbiotic relationship between mobile

and wearables (and nearables for that matter), for a

stronger device ecosystem.

WHAT’SGOING ON

BE EFFORTLESS08

http://www.usatoday.com/story/travel/hotels/2014/01/29/starwood-mobile-check-in-virtual-key/5017959/http://www.usatoday.com/story/travel/hotels/2014/01/29/starwood-mobile-check-in-virtual-key/5017959/http://www.gizmag.com/volvo-connectivity-infotainment/33480/https://developer.apple.com/homekit/http://www.forbes.com/sites/aarontilley/2014/11/03/apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers/http://www.forbes.com/sites/aarontilley/2014/11/03/apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers/http://www.forbes.com/sites/aarontilley/2014/11/03/apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers/http://www.forbes.com/sites/aarontilley/2014/11/03/apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers/http://www.forbes.com/sites/aarontilley/2014/11/03/apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers/http://www.forbes.com/sites/aarontilley/2014/11/03/apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers/http://www.forbes.com/sites/aarontilley/2014/11/03/apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers/http://www.forbes.com/sites/aarontilley/2014/11/03/apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers/https://developer.apple.com/homekit/http://www.gizmag.com/volvo-connectivity-infotainment/33480/http://www.usatoday.com/story/travel/hotels/2014/01/29/starwood-mobile-check-in-virtual-key/5017959/http://www.usatoday.com/story/travel/hotels/2014/01/29/starwood-mobile-check-in-virtual-key/5017959/


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BE EFFORTLESS

INTERACTION IN CONNECTED SYSTEMS

08

ABI Research estimates that over 30 billion devices

will be connected to the Internet of Things by 2020.

But most electronics manufacturers have been

engaged in a cost-cutting race to the bottom, often

focusing on singular interaction. Devices need to

manage functions from more than one input to be

successful. In the potential wake of wearable fatigue,

hearables—smart ear devices—could come to a

user’s rescue. They also solve the accuracy problemthat wearables are up against when measuring and

monitoring movements. People on the ground in

developing countries could create new connected

solutions without an expensive dependency on the

multinational corporates. Subversive industries with

open tools could cross-pollinate. Smartphones and

wearables could increasingly interact with a whole

range of sensors that you never see and submit data

to cloud data services you don’t own, but which act

on your behalf. Fjord has been working with an energy

provider to develop systems that learn from patterns inelectricity usage. Behavioral change recommendations

are made actionable, remotely via the smartphone.

LOOKINGFORWARD

BE EFFORTLESS08

https://www.abiresearch.com/press/more-than-30-billion-devices-will-wirelessly-connehttps://www.abiresearch.com/press/more-than-30-billion-devices-will-wirelessly-connehttp://www.wired.com/2014/10/hearables/http://www.wired.com/2014/10/hearables/http://www.wired.com/2014/10/hearables/http://www.wired.com/2014/10/hearables/http://www.wired.com/2014/10/hearables/http://www.wired.com/2014/10/hearables/https://www.abiresearch.com/press/more-than-30-billion-devices-will-wirelessly-connehttps://www.abiresearch.com/press/more-than-30-billion-devices-will-wirelessly-conne


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BE EFFORTLESSINTERACTION IN CONNECTED SYSTEMS

08

FJORDSUGGESTS

Control and automation have no meaning without

solving a real problem for the end user, whether it’s

seeking climate control, peace of mind, community

wellness, or assisted living. Wearable devices would

be popular based on how cleverly they disguise

their technology, or how naturally they design their

interaction. Build in APIs that can flex around emergent

patterns in the device ecosystem.

• Consider how a service could become connected on

its own terms, or how a service could be enhanced

by an open standard such as integrating with

OpenRemote or If This Then That.

• Combine effortless interaction, specific sensing

capability established by the device, the right

communication protocol and the supporting cloud

data analytics service, in order to be successful.

• Piggyback on standardized eco-systems that have

cracked this significant challenge already.


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THE SIXTHSENSE

09

THE SIXTH SENSE09


46/55

THE SIXTH SENSE09

We’ve seen the sentiment—IWWIWWIWI or I

Want What I Want When I Want It—in media,

through Netflix-enabled binge watching, andnow we’re seeing this trend mirrored in physical

consumption. Look out, today’s efficiently

reactive services will be eaten by tomorrow’s

delightfully predictive ones.

More services are starting to

anticipate what a customer might

want and act on it, using smart design

and data mining, before the user

clicks a button.

THE SIXTH SENSE09


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THE SIXTH SENSE09

Being a design fortune teller isn’t easy. According toa recent study, there is a discrepancy between what

retailers think their most valuable site features are

(key-word search) and what their customers really

want (inventory status). To satisfy users, companies

need to be faster than instant: they need to be

predictive.

Amazon explores this with “anticipatory shipping,”

a data-driven service that will ship products to “a

final geographical area” without knowing the exact

destination address in advance. This trend can be

largely credited to Uber, which harnessed dynamic

data research, independent workers, and mobiledevices for a successful model. Their model easily spins

off into other industries, hence startups like Square

Order, and others that deliver everything from house

cleaning to Manservants.

Mobile has transformed on-demand requests, but the

real impact of mobile has been on the supply chain,

where independent workers are armed with smart

phones and are app-enabled to help them schedule

jobs, receive tasks and map where they’re going.

WHAT’SGOING ON

THE SIXTH SENSE09

http://www.businessinsider.com/hedge-fund-managers-are-obsessed-with-this-presentation-on-the-biggest-winners-and-losers-in-digital-2014-9?op=1http://www.businessinsider.com/hedge-fund-managers-are-obsessed-with-this-presentation-on-the-biggest-winners-and-losers-in-digital-2014-9?op=1http://www.forbes.com/sites/onmarketing/2014/01/28/why-amazons-anticipatory-shipping-is-pure-genius/http://homejoy.com/http://homejoy.com/http://manservants.co/http://mashable.com/2014/09/07/sharing-economy-job-search/http://mashable.com/2014/09/07/sharing-economy-job-search/http://mashable.com/2014/09/07/sharing-economy-job-search/http://mashable.com/2014/09/07/sharing-economy-job-search/http://manservants.co/http://homejoy.com/http://homejoy.com/http://www.forbes.com/sites/onmarketing/2014/01/28/why-amazons-anticipatory-shipping-is-pure-genius/http://www.businessinsider.com/hedge-fund-managers-are-obsessed-with-this-presentation-on-the-biggest-winners-and-losers-in-digital-2014-9?op=1http://www.businessinsider.com/hedge-fund-managers-are-obsessed-with-this-presentation-on-the-biggest-winners-and-losers-in-digital-2014-9?op=1


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THE SIXTH SENSE09

As this new flurry of startups blur our onlineexpectations with offline reality, users are looking for

a personalized experience, with a guarantee of trust

and certainty. With ubiquitous data collection at this

level, it’s possible to build an entirely transparent and

automatic service with a degree of personalization

we’ve never experienced. Imagine the advantage of

local businesses that are able to get you on-demand

products and services, like TaskRabbit, which makeson-demand scheduling for just about any request

possible. This strategy is likely to fill other local niche

needs also, through the help of services like Dispatch,

a startup offering developers tools so other companiescan add real-time scheduling and arrival tracking to

their own sites and mobile apps.” When local wisdom is

combined with these new data tools, local businesses

can harness their contextual awareness and deep

understanding of their users’ culture to build crucial

trust.

LOOKINGFORWARD

THE SIXTH SENSE09

https://www.taskrabbit.com/https://www.taskrabbit.com/https://www.taskrabbit.com/http://recode.net/2014/11/18/helping-local-services-adapt-to-the-instant-gratification-economy/http://recode.net/2014/11/18/helping-local-services-adapt-to-the-instant-gratification-economy/http://recode.net/2014/11/18/helping-local-services-adapt-to-the-instant-gratification-economy/http://recode.net/2014/11/18/helping-local-services-adapt-to-the-instant-gratification-economy/http://recode.net/2014/11/18/helping-local-services-adapt-to-the-instant-gratification-economy/http://recode.net/2014/11/18/helping-local-services-adapt-to-the-instant-gratification-economy/https://www.taskrabbit.com/https://www.taskrabbit.com/https://www.taskrabbit.com/


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FJORDSUGGESTS

• Instead of basing the designs on guesswork orsnapshot analytics, the winning strategy is to design

a system that gathers lots of data and then adapts to

the emerging patterns arising from that data.

• Those trusted with intimate data—such as healthcare

providers or banks—must generate new value in order

to avoid disintermediation.

Businesses that want to be more predictive can devisea solid data strategy that addresses emerging data

sources and the potential uses for that data. This

strategy must also define ethical conduct for the use

of that data.

• Use tools that drive out radical ideas in order to

move towards on-demand delivery (and its lovechild,

predictive). These could include Role Play or Journey

Mapping in a workshop.

• Savvy retailers must use their physical locations in

high-density areas and their close proximity to the

customer as an advantage.


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OMNI-COLLEAGUES

Steve Dent, What you need to know about Uber, Lyft and other app-based car services, Engadget (June 27, 2014), http://www.engadget.com/2014/06/27/uber-lyft-explainer/

Leon Spencer, Telstra takes major step on Digital First path, ZDNet (September 12, 2014), http://www.zdnet.com/article/telstra-takes-major-step-on-digital-first-path/

Max Chafkin, Warby Parker Goes Country, Opens Second Corporate Office—in Nashville, Fast Company (Sept 3, 1014),http://www.fastcompany.com/3035163/most-innovative-companies/warby-parker-goes-country-opens-second-corporate-office-in-nashvil

MIND THE GAP

Patrick Allan, The Best Spotify Tips and Tricks You’re Probably Not Using, Lifehacker (June 23, 2014),http://lifehacker.com/the-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019

Sarah Butler, Click and collect takes off as retailers ready for Christmas battle, The Guardian (August 5, 2014),http://www.theguardian.com/business/2014/aug/05/click-and-collect-takes-off-christmas-shopping

AGGREGATION MOVES TO SERVICES

Owen Williams, Airbnb testing in-app concierge feature that connects you with real people at your destination, The Next Web (May 31, 2014),http://thenextweb.com/apps/2014/05/31/airbnb-testing-new-feature-lets-ask-locals-destination/

Av Simon Matthis, SNCF extends its door-to-door service, Railway Bulletin (September 16, 2013), http://www.railwaybulletin.com/2013/09/sncf-extends-its-door-to-door-service

Brian Solomon, Tesla Goes Open Source: Elon Musk Releases Patents To ‘Good Faith’ Use, Forbes (June 12, 2014),http://www.forbes.com/sites/briansolomon/2014/06/12/tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use/

DIGITAL DIETING

Jason Gilbert, Smartphone Addiction: Staggering Percentage Of Humans Couldn’t Go One Day Without Their Phone, Huffington Post (August 16, 2012),http://www.huffingtonpost.com/2012/08/16/smartphone-addiction-time-survey_n_1791790.html

Daniel Bean, New Study Says We Pick Up Our Smartphones 1,500 Times a Week, Stare at Them 3 Hours a Day, Yahoo (October 7, 2014),https://www.yahoo.com/tech/new-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979.html

Erin Anderssen, Digital Overload: How we are seduced by distraction, The Globe And Mail (March 29, 2014),http://www.theglobeandmail.com/life/relationships/digital-overload-how-we-are-seduced-by-distraction/article17725778/?page=all

REFERENCES

REFERENCES

http://www.engadget.com/2014/06/27/uber-lyft-explainer/http://www.engadget.com/2014/06/27/uber-lyft-explainer/http://www.zdnet.com/article/telstra-takes-major-step-on-digital-first-path/http://www.fastcompany.com/3035163/most-innovative-companies/warby-parker-goes-country-opens-second-corporate-office-in-nashvilhttp://lifehacker.com/the-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019http://www.theguardian.com/business/2014/aug/05/click-and-collect-takes-off-christmas-shoppinghttp://thenextweb.com/apps/2014/05/31/airbnb-testing-new-feature-lets-ask-locals-destination/http://www.railwaybulletin.com/2013/09/sncf-extends-its-door-to-door-servicehttp://www.forbes.com/sites/briansolomon/2014/06/12/tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use/http://www.huffingtonpost.com/2012/08/16/smartphone-addiction-time-survey_n_1791790.htmlhttps://www.yahoo.com/tech/new-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979.htmlhttp://www.theglobeandmail.com/life/relationships/digital-overload-how-we-are-seduced-by-distraction/article17725778/?page=allhttp://www.theglobeandmail.com/life/relationships/digital-overload-how-we-are-seduced-by-distraction/article17725778/?page=allhttps://www.yahoo.com/tech/new-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979.htmlhttp://www.huffingtonpost.com/2012/08/16/smartphone-addiction-time-survey_n_1791790.htmlhttp://www.forbes.com/sites/briansolomon/2014/06/12/tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use/http://www.railwaybulletin.com/2013/09/sncf-extends-its-door-to-door-servicehttp://thenextweb.com/apps/2014/05/31/airbnb-testing-new-feature-lets-ask-locals-destination/http://www.theguardian.com/business/2014/aug/05/click-and-collect-takes-off-christmas-shoppinghttp://lifehacker.com/the-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019http://www.fastcompany.com/3035163/most-innovative-companies/warby-parker-goes-country-opens-second-corporate-office-in-nashvilhttp://www.zdnet.com/article/telstra-takes-major-step-on-digital-first-path/http://www.engadget.com/2014/06/27/uber-lyft-explainer/http://www.engadget.com/2014/06/27/uber-lyft-explainer/http://www.engadget.com/2014/06/27/uber-lyft-explainer/http://www.engadget.com/2014/06/27/uber-lyft-explainer/


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Ellen Huet, Camp Grounded: Where People Pay $570 To Have Their Smartphones Taken Away From Them, Forbes (June 20, 1014),http://www.forbes.com/sites/ellenhuet/2014/06/20/camp-grounded-digital-detox

Andrew Griffin, App that keeps people from ‘phone snubbing’ by holding apple trees to ransom wins thousands of dollars for students, The Independent (November 19, 2014),http://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.html

Philip Oltermann, Germany ‘may revert to typewriters’ to counter hi-tech espionage, The Guardian (July 15, 2014),http://www.theguardian.com/world/2014/jul/15/germany-typewriters-espionage-nsa-spying-surveillance

Harish Jonnalagadda, Samsung Considers Going Offline in India to Boost Margins, VR World (SEPTEMBER 30, 2014),http://www.vrworld.com/2014/09/30/samsung-considers-going-offline-india-boost-margins/

How texting puts 60lbs of pressure on your spine, MSN (November 19, 2014),http://www.msn.com/en-gb/health/mindandbody/how-texting-puts-60lbs-of-pressure-on-your-spine/ar-BBey2y6

Olof Schybergson, The Generation Raised on Touchscreens Will Forever Alter Tech Design, Wired Magazine (June 25, 2014), http://www.wired.com/2014/06/generation-moth/


Google Material Design, http://www.google.com/design/spec/material-design/introduction.html

Emotient, http://www.emotient.com

Alderaban, http://www.aldebaran.com/en

Smartcardia: Inyu, http://www.smartcardia.com/inyu

Polly Mosendz, Why the White House Is Using Emoji, The Atlantic (Oct 10 2014), http://www.theatlantic.com/technology/archive/2014/10/why-the-white-house-is-using-emojis/381307

Jackie Yaeger, Emojis are Cool, but GIFs are Better, Nylon (November 19, 2014), http://www.nylon.com/articles/smartphone-gif-keyboard

Gary Marcus, What Comes After the Turing Test?, The New Yorker (June 9, 2014), http://www.newyorker.com/tech/elements/what-comes-after-the-turing-test

Her, http://www.herthemovie.com/#/home

Kissenger, https://sites.google.com/site/lovoticsrobot/kissenger

Robokind, http://www.robokindrobots.com

Jibo, World’s First Family Robot, https://www.indiegogo.com/projects/jibo-world-s-first-family-robot-4-800-pre-sold

Meet Pepper, the Robot Who Can Read Your Emotions, TIME (June 8, 2014), http://time.com/2845040/robot-emotions-pepper-softbank

REFERENCES

http://www.forbes.com/sites/ellenhuet/2014/06/20/camp-grounded-digital-detoxhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.theguardian.com/world/2014/jul/15/germany-typewriters-espionage-nsa-spying-surveillancehttp://www.vrworld.com/2014/09/30/samsung-considers-going-offline-india-boost-margins/http://www.msn.com/en-gb/health/mindandbody/how-texting-puts-60lbs-of-pressure-on-your-spine/ar-BBey2y6http://www.wired.com/2014/06/generation-moth/http://www.google.com/design/spec/material-design/introduction.htmlhttp://www.emotient.com/http://www.aldebaran.com/enhttp://www.smartcardia.com/inyuhttp://www.theatlantic.com/technology/archive/2014/10/why-the-white-house-is-using-emojis/381307http://www.theatlantic.com/technology/archive/2014/10/why-the-white-house-is-using-emojis/381307http://www.nylon.com/articles/smartphone-gif-keyboardhttp://www.newyorker.com/tech/elements/what-comes-after-the-turing-test%20%20Her,%20http://www.herthemoviehttp://www.newyorker.com/tech/elements/what-comes-after-the-turing-test%20%20Her,%20http://www.herthemoviehttps://sites.google.com/site/lovoticsrobot/kissengerhttp://www.robokindrobots.com/https://www.indiegogo.com/projects/jibo-world-s-first-family-robot-4-800-pre-soldhttp://time.com/2845040/robot-emotions-pepper-softbankhttp://time.com/2845040/robot-emotions-pepper-softbankhttps://www.indiegogo.com/projects/jibo-world-s-first-family-robot-4-800-pre-soldhttps://www.indiegogo.com/projects/jibo-world-s-first-family-robot-4-800-pre-soldhttp://www.robokindrobots.com/https://sites.google.com/site/lovoticsrobot/kissengerhttp://www.newyorker.com/tech/elements/what-comes-after-the-turing-test%20%20Her,%20http://www.herthemoviehttp://www.newyorker.com/tech/elements/what-comes-after-the-turing-test%20%20Her,%20http://www.herthemoviehttp://www.newyorker.com/tech/elements/what-comes-after-the-turing-test%20%20Her,%20http://www.herthemoviehttp://www.nylon.com/articles/smartphone-gif-keyboardhttp://www.theatlantic.com/technology/archive/2014/10/why-the-white-house-is-using-emojis/381307http://www.theatlantic.com/technology/archive/2014/10/why-the-white-house-is-using-emojis/381307http://www.smartcardia.com/inyuhttp://www.aldebaran.com/enhttp://www.emotient.com/http://www.google.com/design/spec/material-design/introduction.htmlhttp://www.wired.com/2014/06/generation-moth/http://www.msn.com/en-gb/health/mindandbody/how-texting-puts-60lbs-of-pressure-on-your-spine/ar-BBey2y6http://www.vrworld.com/2014/09/30/samsung-considers-going-offline-india-boost-margins/http://www.theguardian.com/world/2014/jul/15/germany-typewriters-espionage-nsa-spying-surveillancehttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.independent.co.uk/life-style/gadgets-and-tech/news/app-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770.htmlhttp://www.forbes.com/sites/ellenhuet/2014/06/20/camp-grounded-digital-detox


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DIGITAL DISRUPTION GOES PHYSICAL

Kara Swisher, Man and Uber Man, Vanity Fair (Dec 1 2014), http://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversy

David Weir, Evernote Aims to Build the “Global Platform for Memory,” 7x7.com (February 7, 2012), http://www.7x7.com/tech-gadgets/evernote-aims-build-global-platform-memory

Tesla Motors, http://www.teslamotors.com/models

Alex Brisbourne, Tesla’s Over-the-Air Fix: Best Example Yet of the Internet of Things?, Wired Magazine (February 5, 2014)

John Paul Titlow, Uber Can Now Predict Where You’re Going Before You Get In The Car, Fast Company Labs (September 8, 2014),http://www.fastcolabs.com/3035350/elasticity/uber-can-now-predict-where-youre-going-before-you-get-in-the-car

Ben Popken, Uber Tests On-Demand Flu Shots in 3 Major Cities, NBC News (October 23, 2014),http://www.nbcnews.com/business/consumer/uber-tests-demand-flu-shots-3-major-cities-n232251

Sudarshan Krishnamurthi, 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros, Nextgov (July 25, 2014)http://www.nextgov.com/emerging-tech/2014/07/how-internet-everything-will-require-new-breed-it-pros/89684/

Google, https://www.google.com/get/cardboard

Zirx, http://zirx.com

Shyp, http://www.shyp.com

MONEY TALKS

Read what happens when a bunch of over-30s find out how Millennials handle their money, Quartz (October 8, 2014),http://qz.com/277509/read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money

Felix Gillette, Cash Is For Losers! Business Week (November 20, 2014), http://www.businessweek.com/articles/2014-11-20/mobile-payment-startup-venmo-is-killing-cash

Snapchat Blog (November 17, 2014), http://blog.snapchat.com/post/102895720555/introducing-snapcash

Lily Kuo, WeChat is nothing like WhatsApp—and that makes it even more valuable, Quartz (February 20, 2014),http://qz.com/179007/wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable/

Fjord: iGaranti, http://www.fjordnet.com/workdetail/igaranti/

Lily Kuo, A rising class of Instagram entrepreneurs in Kuwait is selling comics, makeup and sheep, Quarz (July 16, 2013),http://qz.com/104499/a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep/

Lauren Hockenson, Why WhatsApp is Facebook’s Key mobile first merging markets, Gigaom (Feb 20, 2014),https://gigaom.com/2014/02/20/why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets/

REFERENCES

http://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversyhttp://www.7x7.com/tech-gadgets/evernote-aims-build-global-platform-memoryhttp://www.teslamotors.com/modelshttp://www.fastcolabs.com/3035350/elasticity/uber-can-now-predict-where-youre-going-before-you-get-in-the-carhttp://www.nbcnews.com/business/consumer/uber-tests-demand-flu-shots-3-major-cities-n232251http://www.nextgov.com/emerging-tech/2014/07/how-internet-everything-will-require-new-breed-it-pros/89684/https://www.google.com/get/cardboardhttp://zirx.com/http://www.shyp.com/http://qz.com/277509/read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-moneyhttp://www.businessweek.com/articles/2014-11-20/mobile-payment-startup-venmo-is-killing-cashhttp://blog.snapchat.com/post/102895720555/introducing-snapcashhttp://qz.com/179007/wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable/http://www.fjordnet.com/workdetail/igaranti/http://qz.com/104499/a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep/https://gigaom.com/2014/02/20/why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets/https://gigaom.com/2014/02/20/why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets/http://qz.com/104499/a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep/http://www.fjordnet.com/workdetail/igaranti/http://qz.com/179007/wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable/http://blog.snapchat.com/post/102895720555/introducing-snapcashhttp://www.businessweek.com/articles/2014-11-20/mobile-payment-startup-venmo-is-killing-cashhttp://qz.com/277509/read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-moneyhttp://www.shyp.com/http://zirx.com/https://www.google.com/get/cardboardhttp://www.nextgov.com/emerging-tech/2014/07/how-internet-everything-will-require-new-breed-it-pros/89684/http://www.nbcnews.com/business/consumer/uber-tests-demand-flu-shots-3-major-cities-n232251http://www.fastcolabs.com/3035350/elasticity/uber-can-now-predict-where-youre-going-before-you-get-in-the-carhttp://www.teslamotors.com/modelshttp://www.7x7.com/tech-gadgets/evernote-aims-build-global-platform-memoryhttp://www.vanityfair.com/business/2014/12/uber-travis-kalanick-controversy


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BE EFFORTLESS

Nancy Trejos, Smartphones replace room keys at select Starwood Hotels, USA Today (Jan 29, 2014),http://www.usatoday.com/story/travel/hotels/2014/01/29/starwood-mobile-check-in-virtual-key/5017959/

C.C. Weiss, Volvo brings integrated connectivity and infotainment to its entire lineup, Gizmag, (Aug 25, 2014), http://www.gizmag.com/volvo-connectivity-infotainment/33480/

Aaron Tilley, Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers, Forbes (Nov 3, 2014)http://www.forbes.com/sites/aarontilley/2014/11/03/apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers/

More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020, ABI Research (May 9 2013)https://www.abiresearch.com/press/more-than-30-billion-devices-will-wirelessly-conne

THE SIXTH SENSE

Praveen Kopalle, Why Amazon’s Anticiapotry Shipping is Pure Genius, Forbes (January 28, 2014)http://www.forbes.com/sites/onmarketing/2014/01/28/why-amazons-anticipatory-shipping-is-pure-genius/

Alexandre Douzet, How the Sharing Economy and Instant Gratification Will Shape Your Career, Mashable (Sept 7 2014),http://mashable.com/2014/09/07/sharing-economy-job-search/

TaskRabbit, https://www.taskrabbit.com

Liz Gannes, Helping Local Services Adapt to the Instant Gratification Economy, Re/Code (November 18, 2014),http://recode.net/2014/11/18/helping-local-services-adapt-to-the-instant-gratification-economy/

http://www.usatoday.com/story/travel/hotels/2014/01/29/starwood-mobile-check-in-virtual-key/5017959/http://www.gizmag.com/volvo-connectivity-infotainment/33480/http://www.forbes.com/sites/aarontilley/2014/11/03/apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers/https://www.abiresearch.com/press/more-than-30-billion-devices-will-wirelessly-connehttp://www.forbes.com/sites/onmarketing/2014/01/28/why-amazons-anticipatory-shipping-is-pure-genius/http://mashable.com/2014/09/07/sharing-economy-job-search/https://www.taskrabbit.com/http://recode.net/2014/11/18/helping-local-services-adapt-to-the-instant-gratification-economy/http://recode.net/2014/11/18/helping-local-services-adapt-to-the-instant-gratification-economy/https://www.taskrabbit.com/http://mashable.com/2014/09/07/sharing-economy-job-search/http://www.forbes.com/sites/onmarketing/2014/01/28/why-amazons-anticipatory-shipping-is-pure-genius/https://www.abiresearch.com/press/more-than-30-billion-devices-will-wirelessly-connehttp://www.forbes.com/sites/aarontilley/2014/11/03/apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers/http://www.gizmag.com/volvo-connectivity-infotainment/33480/http://www.usatoday.com/story/travel/hotels/2014/01/29/starwood-mobile-check-in-virtual-key/5017959/


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ABOUT FJORD

Fjord is a design and innovation consultancy, acquired by Accenture

Interactive in 2013. We create useful, effective, and desirable digital

services that people love. We help the world’s leading businesses make

complex systems simple and elegant with the power of design. Founded in

2001, Fjord employs a diverse group of over 400 design experts in fifteen

global creative hubs including Atlanta, Berlin, Chicago, Helsinki, Istanbul,

London, Los Angeles, Madrid, Milan, New York, Paris, San Francisco, São

Paulo, Stockholm, and Sydney. For more information visit www.fjordnet.com.

ABOUT ACCENTURE DIGITAL

Accenture Digital, comprised of Accenture Analytics, Accenture Interactive

and Accenture Mobility, offers a comprehensive portfolio of business and

technology services across digital marketing, mobility and analytics. From

developing digital strategies to implementing digital technologies and

running digital processes on their behalf, Accenture Digital helps clients

leverage connected and mobile devices; extract insights from data using

analytics; and enrich end-customer experiences and interactions, delivering

tangible results from the virtual world and driving growth. Learn more

about Accenture Digital at www.accenture.com/digital.

Copyright © 2014 Accenture

All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks

of Accenture. This document is produced by consultants at Accenture as general

guidance. It is not intended to provide specific advice on your circumstances. If you

require advice or further details on any matters referred to, please contact your

Accenture representative.

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 anassociation between Accenture and the lawful owners of such trademarks.

ABOUT ACCENTURE

Accenture is a global management consulting, technology services and

outsourcing company, with more than 305,000 people serving clients in

more than 120 countries. Combining unparalleled experience, comprehensive

capabilities across all industries and business functions, and extensive

research on the world’s most successful companies, Accenture collaborates

with clients to help them become high-performance businesses and

governments. The company generated net revenues of US$30.0 billion for

the fiscal year ended Aug. 31, 2014. Its home page is www.accenture.com.

http://www.fjordnet.com/http://www.accenture.com/us-en/digital/analytics/Pages/analytics-index.aspxhttp://www.accenture.com/us-en/digital/interactive-marketing/Pages/interactive-marketing-index.aspxhttp://www.accenture.com/us-en/digital/mobility/Pages/enterprise-mobility-services-index.aspxhttp://www.accenture.com/digitalhttp://www.accenture.com/http://www.accenture.com/http://www.accenture.com/digitalhttp://www.accenture.com/us-en/digital/mobility/Pages/enterprise-mobility-services-index.aspxhttp://www.accenture.com/us-en/digital/interactive-marketing/Pages/interactive-marketing-index.aspxhttp://www.accenture.com/us-en/digital/analytics/Pages/analytics-index.aspxhttp://www.fjordnet.com/


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