7 tendencias hacia la Revolución Creativa

Prensa Económica 2 años ago 389

Un nuevo estudio realizado por Accenture sostiene que la evolución de las actitudes hacia lo digital conducirá a una Nueva Revolución Creativa. Fjord Trends 2019 examina siete tendencias que se espera den forma a la experiencia de la próxima generación y ofrecen consejos prácticos a las organizaciones para prepararse ante las oportunidades que vienen.

“Las empresas que lograrán mantenerse competitivas en la era digital serán aquellas que transformen sus modelos de negocio a través de las nuevas tecnologías, con el fin de generar experiencias únicas para sus consumidores”. La evolución de las actitudes hacia lo digital y las marcas conducirá a la Nueva Revolución Creativa, según el reporte de Accenture Interactive.

Enfrentando una explosión digital, como resultado de dos décadas de rápido crecimiento tecnológico y de la innovación, las personas y las organizaciones están repensando lo que realmente quieren, de acuerdo al nuevo reporte de Accenture. Un reexamen de lo que las personas quieren y valoran es el comienzo de un nuevo espíritu de diseño que sitúa nuevamente el valor humano en el centro de la innovación. En este punto de inflexión, Accenture Interactive lanzó Fjord Trends 2019, la versión número 12 de su revisión del futuro de los negocios, la tecnología y el diseño.

Según el informe, los años de inversión organizacional en innovación han hecho que los clientes se sientan inundados y abrumados, lo que ha supuesto una carga para nuestro tiempo y atención. Mientras que antes anhelábamos la novedad, la emoción y la gratificación instantánea, ahora anhelamos más tranquilidad y sentido en un mundo ruidoso. Las personas y las organizaciones están reflexionando sobre lo que realmente valoran, rechazando productos y servicios que no satisfacen sus necesidades – en efecto, cambiando la naturaleza de nuestras relaciones con la tecnología y las marcas.

“La tecnología digital se ha adoptado tan ampliamente que su novedad ha desaparecido. La gente está siendo más selectiva sobre qué productos y servicios incorporan a su vida diaria, eligiendo desconectarse o darse de baja si el intercambio de valor no es mutuo. Nunca antes la responsabilidad del diseño había sido tan importante” afirma Ezequiel Arslanian, director ejecutivo de Accenture Interactive.

Este cambio de mentalidad tiene importantes implicancias -y crea oportunidades masivas- para las organizaciones y la experiencia de los consumidores, dice el reporte. Es hora de hacer un balance y repensar los productos, servicios y experiencias que la gente realmente quiere y valora.

“Las empresas que lograrán mantenerse competitivas en la era digital serán aquellas que transformen sus modelos de negocio a través de las nuevas tecnologías, con el fin de generar experiencias únicas para sus consumidores. Y, como concluye el reporte, las mejores experiencias serán aquellas que mejoren la calidad de vida de las personas”, afirma Arslanian.

Fjord Trends 2019 examina siete tendencias que se espera den forma a la experiencia de la próxima generación y ofrecen consejos prácticos a las organizaciones para prepararse ante las oportunidades que vienen:

1 – El Silencio es Oro: Sentirse abrumado se ha convertido en un tema de salud. Al adoptar un diseño consciente, las marcas deben encontrar formas para hacerse oír por los consumidores, que buscan silencio en un mundo ruidoso.

2 – ¿La gota que rebalsó el vaso?: Las personas esperan productos y servicios que estén construidos en la sostenibilidad, o rechazarán aquellos que no lo estén.

3 – Minimalismo de la Data: Las personas y organizaciones no están de acuerdo respecto del valor de la Data personal. ¿Es la transparencia la clave para cerrar esa brecha?

4 – Adelantarse a lo que viene: Desde scooters eléctricos a drones, la mobilidad urbana ha convertido a las ciudades en libre para todos. Es tiempo de combatir el desorden con ecosistemas unificados que respondan en tiempo real a las necesidades de las personas.

5 – La Paradoja de la Inclusividad: 2018 fue una llamada a la acción para escuchar a una variedad de voces. ¿Pero cómo diseñar para todos, sin excluir de forma inadvertida a otros? Se debe dejar de calificar a las personas en tipos y comenzar a adoptar una mentalidad consciente.

6 – Odisea Espacial: Los espacios de trabajo y retail necesitan un transformación digital. Es tiempo de repensar los enfoques y las herramientas para diseñar los espacios.

7 – Realidades Sintéticas: Vivimos en un mundo donde la realidad es fabricada y sintética. Con el intercambio de caras y la simulación de voz creando realidades sintéticas más creíbles, las empresas deben encontrar la forma de capitalizar esto y gestionar el riesgo.

“Las oportunidades para un diseño consciente y relevante que pueden revolucionar diferentes áreas son lo más grandes que hemos visto en siete años”, dice Arslanian. “Estamos en la cúspide de una revolución creative: la oportunidad de re pensar nuestros productos y servicios para cuidar el mundo en el que vivimos, así como a las personas que están en él”.

Fjord Trends 2019 se construyó a partir del pensamiento colectivo de más de mil diseñadores y desarrolladores de Fjord en 28 estudios alrededor del mundo. El reporte anual está basado en observaciones de primera mano, investigación basada en evidencia y trabajo con clientes.

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