Executive Summary (This is a document excerpt)

Forrester recently attended the UI13 Conference for customer experience professionals. At the conference, leading practitioners and researchers discussed the latest tools and techniques that help companies improve their design and customer experience. Conference speakers also tried to dispel some destructive myths that are cropping up in the user experience community. These include beliefs that customer experience is the sole domain of the design team, that user research and testing have to be expensive, that personas guarantee success, and that designs have to be right the first time because once they are complete, they do not need to be updated for several years. To keep design processes on track, Forrester recommends that companies begin by using low-cost techniques on small projects, employing iterative design and testing techniques, and charting a path to Experience-Based Differentiation.

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