To attract and retain B2C and B2B users in the UK, companies must be able to serve them wherever they connect digitally. The challenge is that people alternate between devices, channels, and platforms. So digital experience (DX) leaders need to design and build for many combinations of connection building blocks from these three categories. How many exactly? To answer this question, we created the Digital Connections Tracker: a model and dataset for answering questions like “How many devices, channels, and platforms did people use on average this year in a certain region?” This report presents the 2024 UK dataset.

To steer your organization’s UK B2C and B2B digital experience (DX) strategy, you need to know how users perform various tasks. Via a graphical user interface (GUI)? Chat? Something else? Do they lean toward one for commerce but another for communication? We created the Digital Moments Map, consisting of a model and dataset, to answer questions like “What percentage of people in a specific region engage in commerce via chat at least monthly?” This report presents the 2024 UK dataset.

To steer your B2C and B2B digital experience (DX) strategy, you need to know which digital interaction modes people use for various tasks and through how many devices, channels, and platforms they connect. To help, we created the Digital Moments Map and the Digital Connections Tracker, both of which consist of a dataset and a model. This report explains how to use the datasets and introduces reports about the models. It also highlights key best practices for DX teams and provides links to reports about them. We conclude with links to 20 region-specific reports about our Digital Moments Map and Digital Connections Tracker findings based on our annual survey.

To steer your organization’s US B2C and B2B digital experience (DX) strategy in 2024, you need to know how users perform various tasks: Via a graphical user interface (GUI)? Chat? Something else? Do they lean toward one for commerce but another for communication? We created the Digital Moments Map, consisting of a model and dataset, to answer questions like “What percentage of people in a specific region engage in commerce via chat at least monthly?” This report presents the 2024 US dataset.

To attract and retain B2C and B2B users in the US, companies must be able to serve them wherever they connect digitally. The challenge is that people alternate between devices, channels, and platforms. So digital experience (DX) leaders need to design and build for many combinations of connection building blocks from these three categories. How many exactly? To answer this question, we created the Digital Connections Tracker: a model and dataset for answering questions like, “How many devices, channels, and platforms did people use on average this year in a certain region?” This report presents the 2024 US dataset.

Generative AI (genAI) is increasingly on the list of ingredients that companies use to create digital experiences, and it can help or harm, so you need to know how to blend it in responsibly. This report highlights the potential benefits and risks of bringing genAI into the experience mix and explains what it means to design genAI-powered experiences responsibly. It then examines 12 key questions that design leaders must answer about vision, planning, practices, and people to ensure they’re doing so.

Despite generative AI (genAI) making conversational AI (CAI) easier than ever, CAI remains extremely easy to get wrong. Failure to gain input from the organization and prioritize end-user success, lack of tooling experience, excessive ambition, and misaligned metrics still doom initiatives. Set yourself up for success with these five principles to ensure you give your users the best experience possible.

You can use design workflow tools to: 1) ideate digital experiences that address user needs and market opportunities; 2) create low-fidelity models of intended experiences; and 3) create high-fidelity prototypes of information architecture, interaction flows, and UIs. But to realize these benefits, you’ll first have to select from a diverse set of vendors that vary by size, type of offering, geography, and use case differentiation. Design professionals should use this report to understand the value they can expect from a design workflow tools vendor, learn how vendors differ, and investigate options based on size and market focus.

Companies designing strategies, experiences, and interactions commonly misunderstand and misapply design practices, so we’ve distilled them into the Forrester Design Framework. It describes how to: 1) address the problem space, solution space, and implementation space; 2) flex between divergent and convergent thinking; 3) work collaboratively across six phases; and 4) root your collaboration in four principles: evidence, iteration, expertise, and responsibility. This report explains the Design Framework and how to apply it.

Good design is good for business, whether you’re crafting strategy, products, or microinteractions. Why? Because effective design is evidence-based, experience quality drives growth, and the ROI of improving experiences far exceeds the ROI of promoting them. Two factors amplify this impact: digital experience proliferation and AI momentum. This report explains these dynamics and introduces Forrester’s Design Framework — a solid foundation for any organization to design effectively.