Forrester

Why Read This Report

Forrester interviewed 19 creative directors and user experience directors from 12 top interactive agencies in the UK to ask them why there is a divide between Web sites that communicate brand attributes effectively and Web sites that offer a strong customer experience. They reported back to us that this had definitely been the case in the past, but that their future Web practices are focused on finding and delivering a balance between traditional brand messaging and user experience. The cornerstones of getting there are use of a collaborative approach with better-educated clients, early inclusion of digital specialists, and placement of customer experience at the heart of all projects.