For Customer Experience Professionals

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	June 17, 2008 (updated July 22, 2008) Firms Aren't Ready To Design For Desirability Self-Assessments Show Lack Of Rigor In Design Processes And Poor Site Quality by Kerry Bodine with Bruce D. Temkin, Andrew McInnes

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Executive Summary

Companies need to design Web sites that are not only useful (offer value) and usable (provide easy access to value) but also desirable (appeal to emotions). To find out how prepared firms are to take their Web sites beyond being simply useful and usable, we asked 287 customer experience decision-makers at large US firms about their site design processes and the current quality of their firms' Web sites. Most of these firms, especially the smaller firms, received poor ratings in our desirability readiness self-test. Companies should use the self-test to chart their paths toward creating more relevant, engaging, and personal site experiences.

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