Design and Innovation Trends 2015

The 2015 Annual Trends report from Fjord, Design and Innovation from Accenture Interactive, highlights the impact of digital on the real world and explores how this will shape both consumer expectations and service design over the coming 12 months.



As sensors are embedded into everyday objects, the digitization of everything is fast becoming a reality, disrupting established businesses and reshaping customer expectations. Fjord’s Trends report 2015 highlights nine trends emerging that bring into sharp focus the impact of smart digital services on the real world and the significance this will have on customer experience.

The report underlines the power shift between consumers and service providers, highlighting how consumers will increasingly dictate both the nature of the relationship and the direction of product/service design and innovation. What’s more, consumers’ expectations are increasingly sophisticated and “magical” digital services that surprise and delight are now the norm.

Watch the replay of our Design and Innovation webcast originally live broadcast from Fjord's London studios on January 7, 2015.

Read the full report on SlideShare.


The Fjord Trends report seeks to highlight the impact of digital on the real world and explore how this will shape both consumer expectations and service design over the coming 12 months. We have sought insight and inspiration from experts within Fjord and Accenture, and we have distilled their thinking into nine core ideas.

These include why Asian startups are breaking down the boundaries between traditional service categories to mash instant messaging with banking and shopping. And why the rise of emotional interfaces means that businesses will need to evolve their digital personalities.

Key Findings
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.

Automation isn’t everything. To become truly digital, businesses must “re-humanize” services. Companies need to strategically consider which services are appropriate to manage via machines, and which require human interaction.

Mind the Gap
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.

Aggregation Moves to Services
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.

Digital Dieting
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.

Emotional Interfaces
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.

Digital Disruption Goes Physical
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.

Money Talks
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.

Be Effortless
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.

The Sixth Sense
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.