Fjord at Fortune Brainstorm Tech

Sara Munday

Fjord’s CEO Olof Schybergson speaks at Fortune Brainstorm Tech 2012

Speaking on a panel at Fortune’s 2012 Brainstorm Tech event, Fjord CEO Olof Schybergson shared his thoughts on what constitutes simple and elegant design. Moderated by Fortune writer JP Mangalindan, the panel also included Andy Georgescu, Product Marketing Manager at Lincoln, and explored how elegant simplicity can help technology make an emotional connection with consumers.

Elegant simplicity is close to our hearts here at Fjord—it’s been our single design driver since we opened our doors 10 years ago, and it continues to guide everything we do. But as Schybergson and Georgescu’s discussion revealed, elegant simplicity is incredibly difficult to achieve.

“The thing to know about technology is that increasingly you can make any feature, any functionality that you can imagine available,” commented Schybergson. “But what tends to happen as a side effect of creating new and interesting services and solutions is that you end up with experiences that are really complex, really difficult to understand and to engage with. To counteract that, you need to apply simplicity, and you need to apply elegance.”

Images from the session here: http://www.flickr.com/photos/fortunelivemedia/sets/72157630637740310/with/7597716634/

Sara Munday

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