As we transition to an increasingly connected world, Fjord’s insights reveal that the digital winners in 2015 will be those companies that work out how to deliver on ambition and how to design in order to “manage the gaps” in consumer experience between physical and digital channels and across services, devices and places.
As digital experiences across devices become more fragmented, businesses must mind the gap when customers lose bandwidth, when they move between devices, when they’re handed over between different services, and when digital data has changed and needs to be updated. Analytics can help reveal gaps that aren’t so easily spotted.
Specialized applications and services can make the amount of choice confusing for customers. In response, companies will reduce the pain of navigating a fragmented experience, and they will start branching into other parts of their customers’ lives—providing value in unexpected places, in surprising ways.
People are beginning to feel overwhelmed and stressed by continuously being online. Brands are appealing to the increasing desire to unplug by delivering experiences that are offline or physical—but still connected.
Human-machine interactions are becoming more sophisticated. Advances in digital design help businesses to evolve their digital personality, and thus communicate through more emotional interface capabilities.
In the future, few assets will be immune to digital disruption. More and more physical actions and items will become data-driven services. Businesses are starting to harness the power of recorded physical actions—and the devices that sense them—to achieve new levels of efficiency.
Messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users. We’ll see more big brands adopting a visually rich, mobile-first strategy on platforms with established audiences.
Mobile devices have become the sun in the solar system. The future will include a more symbiotic relationship between mobile and wearables (and nearables), for a stronger device ecosystem and more effortless interactions.
Today’s efficiently reactive services will be eaten by tomorrow’s delightfully predictive ones. Using smart design, analytics and data mining, services will predict what a customer wants before the user even clicks a button.