Andrew Hogan

Senior Analyst Serving Customer Experience Professionals

Andrew Hogan is a senior analyst serving Customer Experience Professionals. He focuses on experience design — specifically user interface (UI) and user experience (UX) design for websites, apps, messaging, and digital-physical interactions. He researches the future of experience design, identifies trends and patterns, analyzes best practices, and examines which experience design services firms and agencies are best suited to help and how.

Previous Work Experience

Prior to joining Forrester, Andrew was associate director of digital strategy at agency R2C Group, working with clients on site, social, CRM, and paid acquisition efforts.

Before R2C Group, Andrew was a senior strategist at digital and innovation agency T3. There, he guided strategy on apps, social efforts, CRM programs, and site and product prototypes. He also led the agency’s research into mobile's effect on consumer expectations and its connection to customer experience.

Education

Andrew holds a BBA in marketing from Texas State University.

Print Bio

Andrew Hogan

Senior Analyst Serving Customer Experience Professionals

Previous Work Experience

Prior to joining Forrester, Andrew was associate director of digital strategy at agency R2C Group, working with clients on site, social, CRM, and paid acquisition efforts.

Education

Andrew holds a BBA in marketing from Texas State University.

Research Coverage

Andrew Hogan's Research

Most RecentMost Popular

For Customer Experience Professionals

REPORT: The Fear Of Hiring XD Providers And How To Overcome It

Companies Fear Abandonment, Failure, Infighting, Arrogance, And Chaos, But Three Tactics Can Help

December 13, 2018Andrew Hogan

It's smart for companies to contract with an outside firm for experience design (XD) — but they often fear how the partnership might go sour. This bite-size brief highlights five common disappointments we uncovered through a projective research session. It then lays out three tactics customer experience (CX) professionals can apply to steer clear of the bad outcomes that inspire these fears.
For Customer Experience Professionals

REPORT: The Six Key Steps To Instituting Good Experience Design

Beginner Level: Design Practices For CX Transformation

October 30, 2018 Kelly Price, Andrew Hogan, Jennifer Wise, Ryan Hart

Getting experience design right is essential to customer experience (CX) transformation — it means performing specific activities required for defining and refining experiences based on your vision and research-based customer understanding. This report is for CX transformation leaders whose organizations perform these activities but with insufficient rigor. It explains how to achieve the beginner level of maturity in the design competency. Forrester refreshes this report regularly based on new research.
For Customer Experience Professionals

REPORT: Experiment With New Approaches At The Leading Edge Of Design

Advanced Level: Design Practices For CX Transformation

October 30, 2018Andrew Hogan

Getting experience design right is essential to CX transformation — it means performing specific activities required for defining and refining experiences based on your vision and research-based customer understanding. This report is for CX transformation leaders whose organizations perform these activities with discipline and are therefore ready to innovate in how they perform them. It explains how to achieve this advanced level of maturity in the design competency. Forrester refreshes this report regularly based on new research.
For eBusiness & Channel Strategy Professionals

REPORT: The Forrester Banking Sales Wave™: Canadian Mobile Sites, Q4 2018

Canadian Banks Need More Compelling Content And Easier Navigation To Win Prospects

October 29, 2018 Alyson Clarke, August Du Pont, Andrew Hogan

Chequing accounts are central to a customer's relationship with their primary bank, and an increasing number of Canadians are using their mobile phone to find research and apply for an account. To assess how helpful sites are to customers with smartphones, we evaluated the mobile sites of five large Canadian banks and one digital-only bank. This report identifies where these companies excel — and where they lag — and what digital business strategy and customer experience executives can learn from them.
For Customer Experience Professionals

REPORT: Real Conversational Interfaces

Most Chatbots And Voice Interfaces That Claim To Be Conversational Are Not

October 2, 2018 Jennifer Wise, Andrew Hogan, Allegra Burnette

Interfaces that let people use natural language — from chatbots based on typing and reading to voice interfaces based on speaking and listening — are wildly popular but wildly immature: They're still far from truly conversational. Companies need guidance from CX pros so that their efforts at creating conversational interfaces help customers rather than driving them away. This short report defines what they are, explains why the bar is high, and lays out the basic — but challenging — principles for making these interfaces human-like instead of robot-like.

For Customer Experience Professionals

REPORT: Improve Digital Customer Experiences

Executive Overview: The Digital Customer Experience Improvement Playbook

January 10, 2017Deanna Laufer, Allegra Burnette, Tony Costa, Andrew Hogan, Kelly Price

The boundary between digital and physical keeps getting blurrier, and emerging tech like virtual reality and AI-powered chatbots is going mainstream. This is raising the bar for customer experience (CX): It's becoming not only omnichannel but more multisensory and complex to design. To adapt, companies must embrace a design thinking approach focused not on technology but on ease, effectiveness, and emotion. CX pros can use this playbook to help develop strategies and skills that improve experiences in digital and beyond. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.
For Customer Experience Professionals

REPORT: The Forrester Digital UX Review

Assessment: The Digital Customer Experience Improvement Playbook

May 10, 2017Andrew Hogan, Allegra Burnette, Jennifer Wise, Kelly Price

Good user experience (UX) helps attract and retain customers, so it's important to conduct rigorous review and testing to assess UX quality. Doing this requires several techniques, including a heuristic approach in which trained experts perform key customer scenarios, such as Forrester's digital UX review. This report explains Forrester's methodology and how CX pros can best use it to improve customers' digital experiences. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.
For Customer Experience Professionals

REPORT: The Six Steps For Justifying Better UX

Business Case: The Digital Customer Experience Improvement Playbook

December 28, 2016Andrew Hogan, Deanna Laufer

User experience (UX) has gone mainstream: Companies now invest millions to build design centers and hire UX teams. But many firms still expect proof of the ROI of UX research, design, testing, and validation every step of the way — which customer experience (CX) professionals try but struggle to provide. This document outlines a six-step process that helps CX pros make that business case. This is an extensive update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
For Customer Experience Professionals

REPORT: Digital Customer Experience Trends, 2017

February 7, 2017Allegra Burnette, Tony Costa, Andrew Hogan, Deanna Laufer, Kelly Price

In 2016's edition of this report about digital customer experience (CX) trends, Forrester identified the rise of conversational interfaces and concierge services. In this year's report, we examine how those trends are playing out and highlight two new ones gaining momentum as we enter 2017: 1) artificial intelligence (AI), voice, and biometric capabilities further transforming user interfaces and 2) companies becoming more disciplined in their innovation efforts.
For Customer Experience Professionals

REPORT: How To Measure Digital Customer Experience

Performance Management: The Digital Customer Experience Improvement Playbook

March 30, 2016 Maxie Schmidt-Subramanian, Andrew Hogan

Customer experience (CX) pros struggle to measure digital CX. Without effective measurement efforts, however, they're sure to create substandard digital experiences for customers. To succeed at digital measurement, CX pros must overcome hurdles like siloed metrics, complicated root causes, and organizational failures to take action on measurement insights. This report provides tools and processes that offer a path forward for CX pros seeking to measure and improve digital experience quality.