Speaker Biography

Tony Costa

Principal Analyst

Sessions Featuring This Speaker

Forrester's Forum For Customer Experience Professionals East


  • 11:00 AM - 11:45 AM

    Better Customer Experiences Through Data-Driven Design

    With the rise of location-based analytics and the proliferation of smart devices, firms can now capture customer insights online, in-store, and everywhere in between. In this session, Tony will explore:

    • How the application of this data drives new experiences — in-store, in-venue, and online.
    • How the design process will change from conceptualization through execution.
    • Where to begin with data-driven design.

Research Focus

Tony Costa is a principal analyst serving Customer Experience Professionals. He draws on his past experience as a design researcher, product planner, and technologist to help Forrester clients create customer experiences that meet customer's evolving needs and expectations. His research topics include experience design, customer journey mapping, innovation, emerging product and technology trends, and human-computer interaction.

Previous Work Experience

Before joining Forrester, Tony was a senior strategist for Altitude, a product innovation firm, discovering and defining new product opportunities for consumer product companies. Previously, he was a planner at Microsoft, leading long-range planning and technology platform definition for its hardware group. He previously held roles at Motorola leading its next-generation GSM mobile handset portfolio planning and at Accenture Technology Labs investigating the business implications of emerging technologies.


Tony has a master's degree in design from the Illinois Institute of Technology's Institute of Design and bachelor's degrees in semiotics and the visual arts from Brown University.