Olof是Fjord在2001年的合作创始人之一。此后，他带领公司成为世界上最成功的服务设计咨询公司。公司的客户包括英国广播公司（BBC）、花旗银行、娱乐体育节目电视网（ESPN），Flickr，Foursquare，哈佛大学医学院（Harvard Medical School）、诺基亚（Nokia）、高通公司（Qualcomm）等。Olof拥有与知名品牌多年合作的经验，并为其设计突破经验的产品，让复杂的系统变得简单优美。Shelly是服务设计的先驱者，她于近期加入Fjord，担任组织演化的执行理事。Shelly曾任Facebook调查部经理，负责设计用户体验。她还曾担任微软的首席用户体验设计师和经理。
Today's voice technology is advanced and complex, but it's also largely predictable and consistent. In comparison, people are complex. They're all different from each other, and their behavior is heavily influenced by culture, expectations, and mood.
Between the big voice service contenders, Apple has a clear advantage with Siri, because they've understood the importance of the human interface. Google will need to soften up a bit and step down from the technology altar if they want to become a leader in voice services for the masses. Microsoft should make a big new push with voice – they currently have all the assets needed, but not the product that makes waves.
For the other companies who consider using voice technology in their services, the advice is simple: the challenge for voice service adoption is not about technology anymore – increasingly the technology is available, smart, and reliable. The real challenge is to make the technology work for people. That's where design comes in.
Olof co-founded Fjord in 2001, and has since led the company to become one of the world's most successful service design consultancies working with clients including the BBC, Citibank, ESPN, Flickr, Foursquare, Harvard Medical School, Nokia, and Qualcomm, among others. Olof has years of experience collaborating with major brands to design breakthrough experiences that make complex systems simple and elegant. A pioneer in service design, Shelley recently joined Fjord as the Executive Director for Organizational Evolution. Previously, she was at Facebook as a Research Manager in Design and User Experience and a Principal User Experience Designer and Manager for Microsoft.