Key insights for the next year in digital from a service design perspective. 1 - Workforce automation 2 - Cash Cannibalization 3 - Micro Customer Co-creation 4 - Mind the service gap 5 - Enterprise is where the action is 6 - Security appeal 7 - Vanilla adoption 8 - UX Commoditisation 9 - Service Design 10 - True insight

1. 10 DEFINING DIGITAL
TRENDS - 2016
ServiceDesign_
Design Thinking Applied™

2. Expect more and deeper
disruption in traditional industries
as digital transformation,
automation and robotics change
the workplace and replace
human work with machines
1 – Workforce automation
Smart machines start to replace human actors

3. Companies will find it harder to
protect and grow revenue as new
and disruptive newcomers,
technologies and competitors
erode their core propositions
2 – Cash Cannibalization
After the digital gold rush it will harder to survive long term

4. Customers expectations of ease
of use will conflict with service
value co-creation so that service
enablers will need to reduce the
effort or change (miniaturize) the
proposition to make co-creation
sustainable
3 – Micro Co-creation
Small value x many active customers is where the money is

5. As technology platforms mature,
customer expectations grow and
Service Design reaches a
business audience the job will be
to join existing sub-services into
holistic offerings rather than
designing services from scratch
4 – Mind the service gap
Small tweaks in system integration is where innovation lies

6. Companies will drive adoption of
innovative technology, mobility
and interfaces as wearables as
workforce enablers as consumer
goods plateau in terms of ui and
functionality
5 – Enterprise is where the action is
Massive and fast change in how we work through digital

7. The robustness and clarity of
organisations trustworthiness and
security will become a primary
part of the customer proposition
and a constant draw on
organisations resources
6 – Security appeal
Safe will overtake cool as driver for adoption and use

8. The biggest driver in consumer
digital transformation will be from
growth in current platforms and
technologies by the so far less
connected masses currently not
using smart devices rather than
early to mid adopter segments
7 – Vanilla adoption
Huge growth in adoption outside of the trendy fringe(s)

9. Agencies will need to focus on
craft to deliver niche, focussed
design propositions as the
customers adopt better and more
integrated automated design and
delivery solutions – everything
will start to look the same too…
8 – UX Commoditisation
Design gets automated, personal and ahem…a bit boring

10. In order to move into the
mainstream Service Design will
move from definition to delivery
and optimisation, shifting the
discipline from ‘pure’ design to
integrated development
9 – Service Delivery
Service Doing not Service Saying

11. Forget UCD. Organisations will
integrate the range of research
methods into a set of cross
functional enablers that draw on
the benefits of market research,
UCD and optimisation as a single
end-to-end in house service
10 – True engagement insight
Integration, integration, integration…

12. contact@ikon.agency
Design Thinking Applied™