Resource provided by Pivot Design Group
2012 was the year of the business pivot. The concept was coined by Andrew Reis in 2011 in his book, “The Lean Start-Up”, but last year the idea really took hold—evidenced by a Forbes magazine piece on business pivots. Reis defines a business pivot as a “structured course correction designed to test a new fundamental hypothesis about the product, strategy, and engine of growth.”
Business Trends 2013, and How to Prepare
If 2012 was the year of the pivot, we predict these three trends will shape business, branding, communications, and design in 2013:
- Mobile Engagement
It’s not just about “surfing the web” on a desktop computer anymore. Your audiences (customers, users, stakeholders, employees, etc.) expect to be able to engage with you and your products no matter where they are. This comes down to understanding your audience and their specific contexts of use. Are your design, web, and communication strategies ready for smartphone and tablet interaction?
- Multi-touch Audience Engagement
Audiences will expect to engage with companies and products in more ways than one. Your website could be the starting point, but make sure you consider your audiences and their specific scenarios of use. Is your website responsive, do you have a mobile presence? How’s your customer support? What about your in-store presence and social media channels? Customers have many ways of accessing information about you, so it’s best if you’re there to provide them with the right response.
- Personal Informatics
Individuals can’t get enough of data about themselves (think Nike Fuel). In 2013 we’ll see an upsurge of apps that will allow users to selfmonitor their daily living. This becomes even more powerful with the growth in mobile healthcare monitoring. Good information design can help make vast amounts of data easier to understand. How can your organization tap into this desire to situate the individual as central to every product or service experience?
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