customer-centric design

One of the hallmarks of any industry leader is its ability to put the customer at the center of all activity. Use these insights to move your organization toward customer-centric design.

Discover how Forrester supports customer experience leaders.



Gluttonous Persuasion: The Christmas Dinner Problem Of Retail

Andrew Hogan October 22, 2021
Retailers: of course it’s ok to influence people to choose your products. What you should avoid is veering from persuasion into coercive and deceptive design (formerly referred to as dark patterns).

Get Good At Design — It’s A Wide-Open Path To Growth

David Truog August 17, 2021
Business results are increasingly tied to digital design excellence. Why is this happening? These three trends are pushing digital design to the forefront.

Digital Accessibility: How $10B In Design Spending Will Soon Be Up For Grabs Annually

Andrew Hogan June 29, 2021
(This blog is coauthored with Gina Bhawalkar.) Accessibility is one of the hottest topics in design. More and more companies are making it a business priority. We wanted to determine how big of a monetary impact accessibility will have on design technology vendors and services companies offering design. Based on our analysis, at least $10 […]

Digital Experience: The Inside Scoop As Told By 36-Plus Executives

Julie Ask June 17, 2021
“When you look forward two years and think about your aspirations for your consumer digital experiences, what will inhibit you from reaching those goals?” Dozens of digital business and experience executives across numerous industries and geographies shared their thoughts with us about digital experience’s current state, emerging tech, priorities, and inhibitors. I’ve summarized the findings […]

What Is Design Debt?

What It Means May 27, 2021
What is design debt? Principal Analyst Andrew Hogan joins What It Means in advance of his talk at CX North America to discuss this hidden problem and how addressing it strengthens customer experiences.

How New Digital Analytics Funding Will Improve Design

Andrew Hogan May 26, 2021
Digital analytics will become a more powerful force in design, as recent consolidation in the interface experience analytics technology space indicates. Learn more.

Service Design ROI And Operating Model

Karine Cardona-Smits May 25, 2021
In 2020 more design teams used service blueprints compared to 2019. But is service design visible and demonstrating value within organizations?

Predictions 2022 Live

Set off on a confident path to business success in 2022. Discover the top trends for CIOs, CMOs, CX Leaders, and CEOs in 2022.


Figma Improves Collaboration And Workflows With Branches And Version Control

Karine Cardona-Smits May 4, 2021
I recently attended the Config 2021 design conference, and my big takeaway from its opening keynote is the introduction of branches and version control capabilities that will allow design teams to benefit from all the comfort that version control systems such as GitHub, Subversion, CVS, or Bitbucket have been offering to software engineers for decades. […]

Top Design Projects Of 2021: What They Are Versus What They Should Be

Andrew Hogan March 30, 2021
Are you investing your design efforts in the right place? Are you wondering if your company is really designing in ways that attract and create more loyal customers? Learn what could be standing in your way.

Predictions 2021 For CX Leaders

Discover the critical trends that will matter to CX leaders in 2021.

Get Your Design System Right: Approach It Like A Product

Gina Bhawalkar November 30, 2020
A design system continually evolves — it’s not a project a design team can complete and move on from. In fact, a design system requires an ongoing time and resources investment just like a customer-facing digital product.

Blick voraus: Was europäische Entscheider in 2021 erwarten dürfen

Dan Bieler October 23, 2020
Widersprüche im Kaufverhalten, ordnungspolitische Umwälzungen und mehr grenzüberschreitende Remote-Arbeit werden 2021 prägen Bisher machen die „stürmischen 2020er Jahre“ ihrem Namen alle Ehre – wir erleben eine globale Pandemie und die rasant wachsenden Auswirkungen des Klimawandels.  Und dabei ist das neue Jahrzehnt noch nicht einmal ein Jahr alt!  Aber mit der Volatilität kommen auch Chancen.  Um […]

Predictions 2022 Live

Chart a bold path to success in 2022. Hear our predictions for the year ahead.


Three Tips for Using Design Thinking in Product Management Activities

Sam Somashekar September 11, 2020
Product managers must integrate design thinking into their product commercialization and lifecycle process to foster a customer-focused approach for offerings. Otherwise they risk being too internally focused and out of touch with the market segments they serve. Sam Somashekar shares the top three tips to help integrate design thinking principles into product management activities to ensure commercial success of your products.

B2C Firms Must Prepare As Consumer Buying Enters A New Era

Sucharita Kodali September 11, 2020


Find Your Firm’s Path To Customer Obsession

What It Means August 27, 2020
Customer obsession means putting the customer at the center of your business leadership, strategy, and operations. Learn how to define and operationalize a successful customer obsession strategy on this episode of What It Means with VP, Principal Analyst Shar VanBoskirk.

The New Normal For Customer Experience: Join Our Keynote At Summit Asia Pacific

Tom Mouhsian August 10, 2020
The pandemic has introduced a tumultuous period that's shaping the future and forcing a shift in ways that business, technology, and consumer expectations develop from this point forward. We at Forrester have identified five key shifts that will take place over the next five or more years.

Forrester Can Help You Craft Your Customer Obsession Strategy

Shar VanBoskirk August 4, 2020
In my research, I found that customer obsession was the good idea that everyone agreed with, but no one knows how to do. Let's change that. Read our new, complimentary eBook to get an actionable framework for a customer obsession strategy.

European Predictions 2022

Visit our resource hub to discover the key trends impacting European businesses in 2022.


Apple Takes An Inspiring Stand On UX, Privacy, And Diversity At WWDC 2020

Karine Cardona-Smits June 24, 2020
Apple revealed major announcements for the new iOS 14 system during its Worldwide Developers Conference (WWDC) 2020. What is coming to the iPhone demonstrates a deep understanding of our behavior and use of our devices in mobility. It also makes a clear statement on privacy and diversity principles. UX Is All About Use In Context […]

Starting Research On Ambient Technologies And Experiences

Frank Gillett May 28, 2020
New research at Forrester will look into how ambient technologies that extend into our physical context could impact customer and employee experiences.

The Effect Of COVID-19 On Canadians’ Financial Well-Being

Peter Wannemacher May 18, 2020
Even before the COVID-19 outbreak, our research showed that Canadian consumers were facing multiple financial challenges and were worried about their financial situation. To see how the pandemic was impacting consumer finances and behaviors, we surveyed 1,119 Canadian online adults in April 10–15, 2020 and found that Canadians: Are already feeling the impact of COVID-19 […]
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