??? 數(shù)字設(shè)計公司Fjord擁有花旗（Citi）,、移動定位服務(wù)上Foursquare和圖片分享服務(wù)上Flickr等知名客戶，它的創(chuàng)始人兼首席執(zhí)行官奧勒夫?謝柏格森是一個有著幾分浪漫情懷的人,。在一個陽光燦爛的日子里,，他坐在紐約格林威治村的一家咖啡館里，滿是憧憬地談起了他的公司希望能幫助人們愛上……他們的銀行,。
??? 經(jīng)過2008年的金融危機以及此后漫長而痛苦的復(fù)蘇階段,，銀行業(yè)備受公眾指責(zé)。但賬單必須要付,，資金轉(zhuǎn)賬也還是要進(jìn)行,，賬戶余額還是要核對。謝柏格森深信在iPad,、Kindle等平板電腦上完成此類銀行瑣事無需吸引眼球的炫目設(shè)計,，而應(yīng)該給人一見如故的親切之感，就如同命中的那個他/她,。
??? 謝柏格森的說法令人信服,。這位年近40的首席執(zhí)行官頭發(fā)梳得紋絲不亂，一身學(xué)院風(fēng)服裝,，看上去就像一個大男孩,，彬彬有禮，溫文爾雅,?！皯賽酆蛡€人銀行等服務(wù)之間有相似之處，”并溫和而真誠地說,?！皩ふ液线m的數(shù)字銀行服務(wù)和尋找人生伴侶是一個道理,，尋找其他服務(wù)也是一樣,。”
??? 他認(rèn)為,，愛上一個人有不同的階段,。“經(jīng)人撮合,。開始約會,，這個階段很重要的一點是要有‘怦然心動’的感覺,，”他以略帶芬蘭口音的語調(diào)繼續(xù)說著?！爱?dāng)你找到真愛時,，人們對這段關(guān)系——或銀行軟件——的評價是‘理所當(dāng)然’，因為一切都順理成章,，他們無法再想象回到過去的日子,。這種反應(yīng)比‘心動’更讓人感到滿足?！?/p>
??? Fjord總部位于倫敦,，員工總數(shù)近200人，在美國和歐洲設(shè)有八家辦事處,，幾年來謝柏格森和他的團(tuán)隊一直在從大銀行爭取并贏得手機/平板電腦應(yīng)用軟件的商業(yè)設(shè)計項目,。從安裝率和非常積極的評價等數(shù)據(jù)來看，F(xiàn)jord為兩大客戶——花旗和西班牙銀行BBVA （Banco Bilbao Vizcaya Argentaria）設(shè)計的iPad應(yīng)用軟件引來并留住了客戶,。從Fjord本身來看,，謝柏格森的比喻再恰當(dāng)不過了。 |
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??? Olof Schybergson, the founder and CEO of Fjord, a digital design agency that counts Citi, Foursquare, and Flickr among its clients, is a romantic. Sitting at a cafe in New York's Greenwich Village on a sunny day, he's talking dreamily about his company's desire to help people fall in love with ... their banks.
??? After the 2008 collapse of Wall Street and a long, grueling recovery, banks have taken their knocks with the public. But bills must be paid, funds transferred and balances checked. Schybergson believes such financial chores shouldn't be represented on iPads and Kindles with flashy designs that scream for attention. Instead, tablet apps should be instantly familiar and quietly inviting. Like a potential spouse.
??? Schybergson is convincing. With his neatly combed hair and his Euro-preppy clothes, the CEO, in his late 30s, is boyish and polite. And subtly charming. "There's an analogy between human relationships and services like personal banking," he says. "Finding the right digital banking service -- or any service -- is like the search for a life's partner," he says earnestly in a soft voice.
??? He argues that there are different stages on the way to love. "There's matchmaking. There's dating, where it's important to have a 'wow' response," he continues, speaking with a slight Finnish accent. "When you find true love, people say 'of course!' about the relationship -- or the banking app -- because it feels natural, and they can't imagine a time before having it in their lives. It's a more flattering reaction than 'wow.'"
??? Schybergson and his team at Fjord, a nearly 200-person firm headquartered in London and spread across eight offices in the U.S. and Europe, have been courting big banks and winning business designing mobile and tablet apps in the last couple of years. Data proves that Fjord's iPad app designs for two of the company's biggest clients, Citi (C) and Spain-based global bank BBVA (Banco Bilbao Vizcaya Argentaria), are luring in and retaining customers, in terms of impressive adoption rates and very positive reviews. In Fjord's case, Schybergson's metaphor has been more than apt. |
