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: The Forrester Retail Wave™: US Mobile Apps, Q1 2019

    Today's Retail Apps Meet mCommerce Objectives But Fail To Inspire Omnichannel Shopping

    February 25, 2019Brendan Miller, Jennifer Wise

    Mobile has become the dominant digital touchpoint, so retailers and digital business professionals must elevate their mobile experiences to win, serve, and retain their loyal customers. In 2017, we evaluated retail mobile websites, so this year we focused on retail mobile apps. To see how helpful apps are to customers, we evaluated the apps of nine US enterprise retailers. This report lays out where the companies excel — and where they lag — and what digital business strategy and customer experience executives can learn from them.

  • For Customer Experience Professionals

    REPORT: Elevate Your Design Practice To Differentiate Experiences

    Intermediate Level: Design Practices For CX Transformation

    December 14, 2018Jennifer Wise

    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 rigor but insufficient discipline. It explains how to achieve the intermediate level of maturity in the design competency. Forrester refreshes this report regularly based on new research.

  • 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: Real Conversational Interfaces

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

    October 2, 2018Jennifer 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: The Forrester Tech Tide™: Experience Design, Q3 2018

    Nineteen Technologies Underpin Experience Design

    August 23, 2018Jennifer Wise, Gina Bhawalkar, Kelly Price, Andrew Hogan, Joana van den Brink-Quintanilha, Faith Adams, Alex Causey

    Experience design (XD) is increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in XD, companies are evaluating and adopting a range of contributing technologies. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 19 technology categories that support experience design. XD professionals should read this report to shape their firm's investment approach to these technologies.

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Workshop: Elevate Customer Experiences Through Experience Design

Date: April 1, 2019
Location: New York City
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