For Customer Experience Professionals

REPORT: Ingredients Of Great Design: Conquer Six Myths

Principles: The User Experience Playbook

December 15, 2020 David Truog, Gina Bhawalkar, Karine Cardona-Smits, Andrew Hogan, Kelly Price, Joana de Quintanilha

Many companies striving to get better at designing experiences won't. Why? Because they fall for widespread myths about what design is, who should be involved in it, and how to do it well. For example, they believe that design is about look and feel and should only be done by professionals (or the opposite — another myth) or that iterating (which is essential to design and modern development) is about delivering sooner. This report highlights four key principles to help XD pros overcome these common misperceptions so your company can thrive on the design revolution.

For Customer Experience Professionals

REPORT: The Design Revolution

Vision: The User Experience Playbook

December 11, 2020 David Truog, Gina Bhawalkar, Karine Cardona-Smits, Andrew Hogan, Kelly Price, Joana de Quintanilha

Companies are prioritizing design because of seismic shifts in the dynamics of value, experiences, and power that are making user experience (UX) matter more than ever. But many firms undermine their efforts because of their design immaturity, misperceptions, and talent shortages. This report for design pros and their colleagues explains these changing dynamics. It then highlights the obstacles that jeopardize companies' design efforts and explains how to overcome them so that you can help your firm make the most of design's revolutionary potential. Forrester reviews and updates this report periodically for continued relevance and accuracy.

For Customer Experience Professionals

REPORT: Design For Work: Boost Productivity And Satisfaction By Transforming Enterprise UX

October 7, 2020Andrew Hogan

From CEOs to entry-level employees, people rely on digital tools at work — tools that are mostly inadequate or even terrible in terms of user experience (UX). Some of these business users feel frustrated, while others are so accustomed to bad UX that they rarely notice. But whether or not users realize it, these enterprise UX problems cause their companies to waste time, undermine vital transformations, underserve customers, and risk dangerous mistakes. This report identifies the root causes of this blight and explains how design and UX leaders can drive change to overcome it.

For Customer Experience Professionals

REPORT: The Forrester Digital Experience Review™: US Streaming Media Apps, Q3 2020

The Streaming Wars Bring Experience Improvement

September 14, 2020 Jim Nail, Andrew Hogan

Every major traditional television network has launched streaming services to feed growing consumer consumption of this new video viewing option. To gauge how effective and easy different streaming apps are for viewers, we evaluated the services of seven US media companies on the Amazon Fire Stick platform. This report lays out where these companies excel, where they fall short, and what digital business strategy, media, and customer experience (CX) executives can learn from them.

For Customer Experience Professionals

REPORT: Design Teams In 2020: Evolution And Expansion

Landscape: The User Experience Playbook

September 8, 2020 Gina Bhawalkar, Andrew Hogan, Kelly Price

The profession traditionally known as user experience (UX) has expanded, bridging toward adjacent disciplines — especially product strategy, product management, data science, and customer experience (CX). Reflecting this broader charter, its leaders and practitioners increasingly refer to it as "experience design" (XD) or simply "design." To understand this evolving landscape, we surveyed 282 practitioners. We then interviewed 35 of them who are design leaders across industries. This report highlights our top findings and what they mean for design teams in 2020.