For Customer Experience Professionals (Length: 6 pages)

Executive Summary (This is a document excerpt)

Forrester introduced three tactics for creating desirable online experiences: 1) create engaging content and functionality; 2) focus on aesthetics; and 3) incorporate aspects of game design. But before diving into desirability-focused projects, Web site owners must first make sure that they've mastered the basics. To help execs gauge whether or not their Web site and their Web organization are ready to move to the next level, we developed two self-tests. To get the most out of these diagnostic tools, firms should take the tests, share the results, discuss the implications, and make plans to improve the scores over time.

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