Jennifer   Wise

Jennifer Wise

Principal Analyst Serving Customer Experience Professionals

Jenny is a principal analyst serving customer experience professionals. Her research focuses on the role of emerging technologies in customer experience with a primary emphasis on user experience (UX) priorities, such as user research, interaction design, and design team skill sets. In her research, she provides strategic guidance on how to execute against these priorities across foundational company experiences, mobile, and emerging interfaces including virtual assistants, voice-controlled interfaces, artificially intelligent systems, and virtual reality.

Jenny has spoken at numerous industry events on the topics of emerging interfaces, mobile marketing, artificial intelligence, and virtual assistants, including CTIA, Mobile FirstLook 2017, Mobile Media Upfront, and SM2 Innovation Summit. Her research and analysis have been cited frequently in publications such as AdAge, MediaPost, NPR, TechCrunch, and VentureBeat, and she has been a contributor to Forbes, Direct Marketing News, The Huffington Post, and CMS Wire.

Previous Work Experience

Prior to her current role, Jenny was a senior analyst serving B2C marketing professionals. In that role, her research focused on emerging marketing tactics, with a primary emphasis on mobile marketing, mobile advertising, virtual assistants, and gamification strategies. Her research examined the consumer adoption and usage of devices and features, including the organizational maturity, strategic frameworks, and vendor partnerships and technologies required to successfully deploy mobile marketing tactics.

Before joining Forrester, Jenny served as an account manager at Neptune Web, a full-service interactive web agency and consulting firm.

Education

Jenny holds a master's degree in human factors in information design from Bentley University and a B.S. in economics from Trinity College (Hartford). She has also done postgraduate coursework in information design, interaction design, and app design at San Francisco State University.

Jennifer Wise

Principal Analyst Serving Customer Experience Professionals

Jenny is a principal analyst serving customer experience professionals. Her research focuses on the role of emerging technologies in customer experience with a primary emphasis on user experience (UX) priorities, such as user research, interaction design, and design team skill sets. In her research, she provides strategic guidance on how to execute against these priorities across foundational company experiences, mobile, and emerging interfaces including virtual assistants, voice-controlled interfaces, artificially intelligent systems, and virtual reality.

Jenny has spoken at numerous industry events on the topics of emerging interfaces, mobile marketing, artificial intelligence, and virtual assistants, including CTIA, Mobile FirstLook 2017, Mobile Media Upfront, and SM2 Innovation Summit. Her research and analysis have been cited frequently in publications such as AdAge, MediaPost, NPR, TechCrunch, and VentureBeat, and she has been a contributor to Forbes, Direct Marketing News, The Huffington Post, and CMS Wire.

Previous Work Experience

Prior to her current role, Jenny was a senior analyst serving B2C marketing professionals. In that role, her research focused on emerging marketing tactics, with a primary emphasis on mobile marketing, mobile advertising, virtual assistants, and gamification strategies. Her research examined the consumer adoption and usage of devices and features, including the organizational maturity, strategic frameworks, and vendor partnerships and technologies required to successfully deploy mobile marketing tactics.

Before joining Forrester, Jenny served as an account manager at Neptune Web, a full-service interactive web agency and consulting firm.

Education

Jenny holds a master's degree in human factors in information design from Bentley University and a B.S. in economics from Trinity College (Hartford). She has also done postgraduate coursework in information design, interaction design, and app design at San Francisco State University.

Jennifer Wise's Research

Most RecentMost Popular
  • For eBusiness & Channel Strategy Professionals

    REPORT: Retail Mobile App In-Store Best Practices For 2019

    Apply Lessons Learned From The European And US Forrester Retail Wave™ Evaluations

    June 28, 2019Jennifer Wise, Michelle Beeson

    Mobile is a dominant digital touchpoint for today's shoppers, so retailers must elevate their mobile experiences to win, serve, and retain loyal customers. Data shows that those who download and use a retailers' app are most loyal, so it's critical that the app deliver an exceptional shopping experience to keep them. This report analyzes in-store app best practices and is part of a series that provides digital business professionals with best-practice examples of leading retail app features and user experience.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Retail Mobile App Checkout And Payments Best Practices For 2019

    Apply Lessons Learned From The European And US Forrester Retail Wave™ Evaluations

    June 28, 2019 Michelle Beeson, Jennifer Wise

    Mobile is a dominant digital touchpoint for today's shoppers, so retailers must elevate their mobile experiences to win, serve, and retain loyal customers. Data shows that those who download and use a retailer's app are most loyal, so it's critical that the app deliver an exceptional shopping experience to keep them. This report analyzes best practices for leading mobile app checkout and payments functionalities. It is part of a series that provides digital business professionals with best-practice examples of leading retail app features and user experience.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Retail Mobile App Browsing And Merchandising Best Practices For 2019

    Apply Lessons Learned From The European And US Forrester Retail Wave™ Evaluations

    June 28, 2019 Michelle Beeson, Jennifer Wise

    Mobile is a dominant digital touchpoint for today's shoppers, so retailers must elevate their mobile experiences to win, serve, and retain loyal customers. Data shows that those who download and use a retailer's app are most loyal, so it's critical that the app deliver an exceptional shopping experience to keep them. This report analyzes best practices for mobile app browsing and merchandising. It is part of a series that provides digital business professionals with best-practice examples of leading retail app features and user experience.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Retail Mobile App Search And Navigation Best Practices For 2019

    Apply Lessons Learned From The European And US Forrester Retail Wave™ Evaluations

    June 28, 2019Jennifer Wise, Michelle Beeson

    Mobile is a dominant digital touchpoint for today's shoppers, so retailers must elevate their mobile experiences to win, serve, and retain loyal customers. Data shows that those who download and use a retailer's app are most loyal, so it's critical that the app deliver an exceptional shopping experience to keep them. This report analyzes how leading retailers' mobile app search and navigation experiences help their customers find what they want — and fast. It is part of a series that provides digital business professionals with best-practice examples of leading retail app features and user experience.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Simplify Insurance Customer Journeys By Improving Search

    Digital Feature Fix: Use Search To Help Digital Insurance Customers Navigate And Take Action

    June 24, 2019Jennifer Wise, Jeffery Williams, August Du Pont

    Our Forrester Industry Wave™ evaluations of insurance sites and apps often reveal that these sites miss key content, features, or functions that customers need to complete their goals. A common pitfall is a lack of an effective site- and appwide search. This brief explains why digital and design teams should include search capabilities on their secure websites and mobile apps and illustrates best practices from leading insurers.

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