For Customer Experience Professionals

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	August 9, 2007 (updated June 16, 2008) Online Desirability: The Readiness Self-Test Are You — And Your Web Site — Ready To Move Beyond Useful And Usable? by Kerry Bodine with Ross Popoff-Walker, Steven Geller	Average: 9  (3 ratings)

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Executive Summary

Forrester introduced three tactics for creating desirable online experiences: 1) create engaging content and functionality; 2) focus on aesthetics; and 3) incorporate aspects of game design. But before diving into desirability-focused projects, Web site owners must first make sure that they've mastered the basics. To help execs gauge whether or not their Web site and their Web organization are ready to move to the next level, we developed two self-tests. To get the most out of these diagnostic tools, firms should take the tests, share the results, discuss the implications, and make plans to improve the scores over time.

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