Jennifer   Wise

Jennifer Wise

Senior Analyst Serving Customer Experience Professionals

Jenny is a senior 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

Senior Analyst Serving Customer Experience Professionals

Jenny is a senior 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 Customer Experience Professionals

    REPORT: North American Mobile Banking Benchmark: User Experience, 2017

    Applying Forrester's Digital UX Review To 11 Mobile Banking Apps

    November 17, 2017 Andrew Hogan, Alex Causey, Jennifer Wise

    For banks, good user experience (UX) drives revenue through ongoing loyalty, deepened trust, and increased conversion, as Forrester's research has proven. But are North American mobile banking apps delivering good UX? To find out, we applied Forrester's digital UX review methodology to 11 banks from across Canada and the US. This report lays out our findings with a focus on best practices for customer experience (CX) pros who want to give bank customers a high-quality experience.

  • For Customer Experience Professionals

    REPORT: Predictions 2018: The Crisis Of Trust And How Smart Brands Will Shape CX In Response

    November 8, 2017 Ryan Hart, TJ Keitt, Joana van den Brink-Quintanilha, Samuel Stern, Jennifer Wise

    CX quality has largely stalled. Why? Survey data shows that people interact with brands more, which means they have more experiences and form more perceptions. But the data also shows that trust in companies has dropped precipitously; customers say the way to build their trust is to listen to them more, offer higher-quality products and services, and treat employees better. Misleading and false statements amplified by internet technologies further damage trust. This report examines this trust crisis and predicts how smart companies will respond in 2018.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Retail Wave™: US Mobile Web, Q4 2017

    The Functionality And Usability Gap Widens Among Top Retailers' Mobile Websites

    October 26, 2017 Brendan Miller, Jennifer Wise

    The mobile web is becoming many retailers' most visited digital channel, yet it converts at an average of just 1% — less than both desktop web and mobile apps. To increase mobile web conversion, retailers can no longer hope for the best with passive solutions such as responsive design. We evaluated the mobile websites of 12 retailers and found a widening gap between the Leaders and laggards. This report lays out which retailers get it right — and wrong — and what digital business executives can learn from them.

  • For Security & Risk Professionals

    REPORT: Secure The Rise Of Intelligent Agents

    Securing Intelligent Agents Will Stress Application Security Basics

    September 14, 2017 Amy DeMartine, Jennifer Wise

    Early-stage intelligent agents (IAs) have arrived and are gaining traction among consumers. Leaving behind the direct, detailed commands of their virtual assistant predecessors, IAs will soon see more-advanced artificial intelligence, voice recognition, hardware, partner ecosystems, and data integrations, all to create more hyperpersonalized experiences. It won't be long before customers expect to engage with your business using these IAs, potentially exposing vast amounts of their data and yours. Security pros can use this report to secure IAs by starting with virtual assistants.

  • For Customer Experience Professionals

    REPORT: Q&A: Why Emerging Technologies Require Interaction Design

    Answers For CX Pros Who Need To Help Execs Understand IxD's Growing Importance

    August 3, 2017Jennifer Wise

    As emerging technologies make customers' interactions with products, services, and brands increasingly digital and complex, companies need CX professionals who know interaction design (IxD) more than ever. But few business executives understand IxD's growing importance. In this report, we answer the key questions about IxD in lay terms that CX pros can use to help their business colleagues understand the imperative and enable CX pros to take action.

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Webinar: Best Practices From Industry Wave™: Retail Mobile Web

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