Forrester

Why Read This Report

Today's cookie-cutter digital experiences fail to leave lasting impressions on customers, in part because they lack a coherent personality. Companies hoping to engage their customers in digital channels should adopt what Forrester calls Emotional Experience Design (EED). A key principle of the framework asserts that firms need to develop a coherent brand personality by matching visual design styles across channels, building digital interactions that synch with brand attributes, and adopting a human tone. Firms should focus on establishing the right brand personality for their digital channels by looking within for guidance, obsessing about how interactions take place, and co-opting frameworks for building brand DNA instead of blindly copying competitors and market leaders.