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For Customer Experience Professionals

Emotional Experience Design

Creating Online Experiences That Deeply Engage Customers

October 26, 2009

By Ron Rogowski with Bruce Temkin, Rachel Zinser

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Why Read This Report

As consumers increasingly look to connect with companies online, lackluster Web experiences will damage many brands. But better functional design won't solve the problem. Instead, Forrester recommends that companies master the three principles of a new approach that we call Emotional Experience Design (EED): Address customers' real goals, develop a coherent personality, and engage a mix of senses. Firms can get started by focusing their research on uncovering users' emotional needs, capturing emotional feedback in testing, and charting a course to Experience-Based Differentiation (EBD).
Tags: Brand & Product Web Sites, Brand Tactics, Branding, Cross Channel Strategies, Customer Experience Management, Expert Reviews, Financial Services, Game Platforms, Gaming, Insurance, Interactive Marketing Strategy and Process, Multichannel Customer Experience, Personas & Scenarios, Usability Testing, Web Design & Usability
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TABLE OF CONTENTS

  • Online Experiences Are Critical, Yet Emotionally Unfulfilling
  • Introducing Emotional Experience Design

  • RECOMMENDATIONS

    Get Started With Emotional Experience Design
  • Supplemental Material
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