For Customer Experience Professionals

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	October 26, 2009 Emotional Experience Design Creating Online Experiences That Deeply Engage Customers by Ron Rogowski with Bruce D. Temkin, Rachel Zinser	Average: 10  (9 ratings)

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Executive Summary

As consumers increasingly look to connect with companies online, lackluster Web experiences will damage many brands. But better functional design won't solve the problem. Instead, Forrester recommends that companies master the three principles of a new approach that we call Emotional Experience Design (EED): Address customers' real goals, develop a coherent personality, and engage a mix of senses. Firms can get started by focusing their research on uncovering users' emotional needs, capturing emotional feedback in testing, and charting a course to Experience-Based Differentiation (EBD).

TABLE OF CONTENTS

• Online Experiences Are Critical, Yet Emotionally Unfulfilling
• Introducing Emotional Experience Design

RECOMMENDATIONS

• Get Started With Emotional Experience Design
• Supplemental Material
• Related Research Documents

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