In using the metaphor of space exploration, the ALSO 2017 annual report taps into a design trend that was rapidly popularised in 2017 and reported to continue its prominence into 2018, thus giving the report a fresh and contemporary look.
However, the theme of space goes beyond the superficial – instead, it serves to project the far reaching ideals and technological sophistication of the company. The metaphor continues across pages which blend the operations of an international space station with the activities that make ALSO a worthwhile investment.
Recognising the growing preference towards tweet-sized communication over lengthy paragraphs, the app encourages users to ‘chat’ with ALSO to receive concise highlights from the report. This is a clever way to give bite-sized information on topics of interest to the reader. The ‘bot’ maintains a conversational tone, with comments like ‘Not bad, right?’ upon showing off ALSO’s growing earnings per share.
It also offers users the option to respond with quirky emojis or request more information with ‘Show me a graphic’ and ‘Tell me more’ responses. The ‘Trends & Topics’ section of the app aims to follow the same format, but sadly does not work, instead promising to display the latest news soon.
The first page of the report lists the key performance indicators of the company. Loading the app and directing one’s phone camera at each indicator displays a corresponding three-dimensional chart. Unfortunately, the charts tend to twitch and spasm and not all appear successfully. Unlike video or models of physical items, charts can be easily viewed on paper in two dimensions, therefore this particular application of Augmented Reality does not add much value. However, the idea of summarising all KPIs on a single page provided upfront is certainly helpful.
The use of technology does not stop there. The app can be used with a virtual reality headset for an immersive 360-degree experience of ALSO’s offices and warehouse in Finland. Thoughtfully, the app even provides a guide on how to use a virtual reality headset to enjoy the 360-degree video experiences. The videos feature discussions with ALSO employees and partners and provide a quick and concrete view of ALSO’s operations and activities to viewers. Unfortunately, a lack of labels makes it difficult to understand what one is selecting and viewing.
The app is minimalistic in design, with just one colour, geometric shapes and bold typography coming together to create a clean and modern look consistent with the physical report. The overall impression one gets is that ALSO is on trend and explorative in design and technology.
