Colombia. The rapid digitization of everything around us is changing the way companies design products and services. The companies that manage to make their contacts and relationship with consumers more personal, those that establish a better connection between their offer and the market and those that offer services that anticipate the wishes of users will be the ones that succeed in this new stage.
The "Trends 2015" report, prepared by Fjord, highlights nine design and innovation trends that will mark the creation of digital experiences for customers:
1) Omnicolegas, the new heroes of the digital world: Companies will once again use flesh and blood people in some customer service, something that consumers will undoubtedly appreciate.
2) Bridges over turbulent waters: Customers frequently complain about the differences they encounter when using digital products and services, especially between online and offline experiences. The biggest challenge will be to ensure the consistency of a product or service when the consumer uses it on different devices.
3) The aggregation model carries over to services: Choosing from many services can be a source of confusion and frustration for customers, so companies will tend to add their services in order to simplify the experience.
4) Digital diet: The tension between the digital world and the need to pay attention to what is off the screens is becoming more and more evident. Companies will need to be more careful if they don't want to generate irritation and distractions among customers and employees.
5) Emotional interfaces, from commands to conversation: People's relationship with digital technologies has traditionally been based on commands, but technological advances already allow for more natural interactions with machines.
6) Digital transformation takes shape: Many physical actions and devices will become data-driven services. Companies whose business is focused on physical and expensive assets are already immune to digital disruption.
7) Money starts to talk: Users increasingly combine e-commerce and messaging to make purchases and pay for the products purchased.
8) Connected systems make our lives easier: Although wearable devices are fashionable, it will be in 2015 when we will witness the emergence of new smart products such as "hearables" or "nearables" (proximity sensors).
9) The sixth sense: There are more and more services that use intelligent design and Data Mining to anticipate the wishes of customers and react without users having to press any button.
Fjord's annual "Trends" report analyzes the main advances in design and innovation identified in projects and workshops with clients, as well as in conversations with industry experts.
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