For Customer Experience Professionals

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	September 2, 2008 Best And Worst Of UK Site Design, 2008 Forrester Applies Its Web Site Review Methodology To 12 Major Firms by Marta Baigorri with Harley Manning, Angela Beckers	Average: 8  (1 rating)

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Executive Summary

Forrester applied its Web Site Review methodology to the site experiences at 12 firms — three each of the largest newspapers, TV broadcasters, retailers, and wireless providers in the UK. Of all the evaluated sites, only BT achieved a passing score — and only by a slim margin. As a group, wireless providers outperformed other industries, while retailers fell to the bottom of the list. But we did encounter some good practices along the way, like O2's standout content, The Guardian's legible font size, and BBC's strong contextual help. To improve Web site experiences, firms should use personas to focus on specific user needs and look beyond usability to desirability.

TABLE OF CONTENTS

• Examining The Current State Of UK Web Site Experiences
• Only One Out Of The 12 Evaluated Sites Passed
• Flaws Emerged In Every Evaluation Category
• Design Best Practices Exist Among The Obstacles

RECOMMENDATIONS

• Improve Web Site Experience By Targeting Specific User Goals
• Supplemental Material
• Related Research Documents

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