VP, Research Director
Outside In: A Forum For Customer Experience Professionals EMEA
Design is one of the six core disciplines required to build effective customer experiences. But the word “design” conjures up a lot of different, often vague meanings. This track session demystifies design. It will provide Customer Experience Professionals with insight into how successful design processes work, how design differs from other business disciplines, and who should be involved in the design process.
Good design is not about using aesthetics to conceal shoddy work. It is a business discipline that can be reliably assessed. Evaluating the quality of any customer experience, whether it’s business-to-consumer (B2C) or business-to-business (B2B), requires a framework that gives Customer Experience Professionals and their colleagues a shared understanding of what matters — and why.
John primarily contributes to Forrester's offerings for Customer Experience Professionals who are leading enterprisewide customer experience efforts. He is a leading expert on the intersection of branding, marketing, and experience design, governance, and understanding customer needs.
John started his tenure at Forrester in 1999 as an analyst and authored reports on speech technologies, site and software design, emerging media technologies, and content management. He left Forrester in 2004 to join Upland Productions, a boutique video agency, where he made award-winning films and documentaries. He produced, directed, and edited films for a variety of clients, including the Whitehead Institute for Biomedical Research, Microsoft Europe, MIT, SUNY's Fashion Institute of Technology, and many clients in private secondary education including Groton, Hotchkiss, Choate, and St. Paul's.
John holds a Ph.D. from UCLA, where his area of concentration was medieval literature, allegory, and iconography.