Part of our UX Trends: 2016 and beyond event, 17th March 2016

1. CELIA ROMANIUK & SEEMA JAIN
FJORD TRENDS 2016

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FOUNDED IN 2001
STUDIOS IN 19 CITIES
750 OF THE BEST DESIGNERS IN THE WORLD
GLOBAL INSIGHTS, GLOBAL LEARNING
SERVICE DESIGN ACROSS THE GLOBE

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INSIGHTS FOR
INNOVATION
STRATEGY &
BLUEPRINTS
CONCEPT &
EXPERIENCE
DESIGN
PROTOTYPES &
PRODUCTS
LEADING INDUSTRY MAKERS

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EMPLOYEE & TEAM
EXPERIENCES
LARGE-SCALE
DESIGN DELIVERY
DESIGN INSIDE INNOVATION SPACES
DESIGN-LED TRANSFORMATION

5. FJORD TRENDS
5
10 TRENDS FOCUSING ON THE YEAR AHEAD
DESIGN FROM WITHIN
SERVICES WITH MANNERS

6. DESIGN FROM WITHIN
Corporations bring design thinking in-house

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As technology becomes ever more
central, an agency is not enough.
“Design is so central and at the
forefront of the most interesting work
in digital that simply hiring it in when
you need it, if you need it, is not really a
good long-term game anymore,” says
Fjord CEO Olof Schybergson.

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DESIGN & “DIGITAL” in THEIR DNA
“But we’re not a technology company”

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John Maeda, Design in Tech Report, 2016

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At least 50% of our work is design-led
transformation
“Help us create
services our
customers love.”
“What do our
customers want
and need?”
“What does a
customer-centered
business strategy look
like?”

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Facilities Management
vs
Innovation Spaces
Operational thinking
vs
Innovation thinking
Communicating
vs
Making
Patience
Patience
Patience
MINDSET SHIFTS

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Coaching &
Training
Buy in from senior
stakeholders
Working in combined
teams
Helping set up in-
house design teams
CHALLENGES

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Space does matterShout about it!
Learn from each other
OUR SUGGESTIONS
Be prepared for the
challenge of inertia

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Shout about it
Educate the business. Champions
and advocates are key.
Take the time to communicate and
advocate.
h9p://www.theguardian.com/sport/live/2015/jun/05/andy-murray-novak-djokovic-french-
open-2015-live

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Space does matter
Fostering creative thinking.
Showcasing work.
h9p://hdwyn.com/ki9en_cat_box_cool_funny_hd-wallpaper-90110/

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Culture also matters

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Learn from one
another
This is a two-way street: designers
learning from client organisations as
well as vice versa.
h9p://www.reed.edu/biology/professors/srenn/pages/teaching/
web_2008/dklj_site_final/adapNve.html

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Be prepared for
inertia
Challenges of legacy systems for
designers and challenges or new
ways of thinking for organisations

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Patience

20. SERVICES WITH MANNERS
Big Data etiquette

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We are sharing more data
than ever before

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25

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We are sharing more of our
data than ever before.
“Sesame has promoted the consumer
benefits of a good credit score…
A mobile phone game designed by
Sesame Credit encourages users to
guess whether they have higher or
lower credit scores than their friends,
encouraging everyone to openly share
their ratings.
But few people seemed to understand
that a bad score could hurt them in
the future, preventing them from
receiving a bank loan or signing a
lease.
And, even more concerning, many
didn't know they were being rated by
Sesame at all.”

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We are sharing more of our
data than ever before.
“The Chief Data Scientist of a much-admired Silicon Valley company
that develops applications to improve students’ learning told me,
‘The goal of everything we do is to change people’s actual behavior
at scale. When people use our app, we can capture their behaviors,
identify good and bad behaviors, and develop ways to reward the
good and punish the bad. We can test how actionable our cues are
for them and how profitable for us’.
- Soshana Zuboff

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We are sharing more of our
data than ever before.

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“... [companies are] selling access to the real-
time flow of your daily life – your reality — in
order to directly influence and modify your
behavior for profit.
This is the gateway to a new universe of
monetization opportunities: restaurants who
want to be your destination. Service vendors
who want to fix your brake pads. Shops who
will lure you like the fabled Sirens.”

30. 54%
of digital users are cautious
about the information they
share
30
Edward Snowden’s tips to maintain
your online privacy
1. Avoid popular online consumer
services like Google, Facebook,
and Dropbox.
2. Encrypt your hard drive.
3. Avoid online tracking with
browser plug-ins.
4. Encrypt online communications
in chat and email.
5. Use Tor for online browsing.

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“CRISIS OF AGENCY”

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TRUST
“IS MY BEHAVIOUR
BEING PREDICTED?”
“IS MY
INFORMATION
SAFE?”
“IS MY BEHAVIOUR
BEING CONTROLLED?”

33. SELF-DETERMINATION
33

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THREE OPTIONS

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1
IGNORE IT

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2
SERVICES
WITH
MANNERS

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ASK: WHAT ARE THE IMPLICATIONS
FOR YOUR USERS?
DISCUSS & DRIVE: HAVE THE
RIGHT CONVERSATIONS WITH CLIENTS AND
PARTNERS
MAKE IT REAL: DESIGN FOR
LEGIBILITY & CONTROL
3
SERVICES
WITH ETHICS

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CONSENT
Making informed choices

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Five Rights
Baroness Beeban Kidron
Under-18s should:
1. Be able to take down any content they
have posted on the internet;
2. Have a right to know who is holding or
profiting from their information
3. Be able to explore the internet safely
4. Have safeguards on compulsive
technologies such as gaming
5. They should be educated to best know how
to navigate their way online.

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SYSTEM DESIGN
“Revealing instead of
obscuring, building friction
instead of hiding it”
– Kevin Slavin

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INTERDISCIPLINARY DESIGN
“enable us to come to grips with
the social, political, business, and
technological meaning of the
changes taking place in our time.”
- Shoshanna Zuboff’s bio

42. THANK YOU
CELIA ROMANIUK
SEEMA JAIN
@CELIASPACE
@SEEMSKJ