experience design (XD)

Getting experience design (XD) right is essential to CX transformation. But what is experience design — and how can it differentiate your brand? Read Forrester’s insights on elevating design to build more powerful customer connections.

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Insights

Blog

Gluttonous Persuasion: The Christmas Dinner Problem Of Retail

Andrew Hogan 12 hours ago
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).
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European Banks Still Struggle To Balance App Functionality With User Experience

Karine Cardona-Smits 20 hours ago
Mobile apps have become the channel of choice for millions of Europeans. Forrester’s data shows that some 40% of French, 54% of Italian, and 54% of UK online adults have done their banking on a smartphone in the past month. We have been evaluating mobile banking apps for over a decade through our Forrester Digital […]
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How To Scale Digital Accessibility And Expand CX’s Influence

Discover how to turn a business must-have into a CX leadership opportunity.

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Learn From Amazon’s Approach To Innovation

Dan Bieler 22 hours ago
Investigate the concepts that guide Amazon’s approach to innovation. There will be elements of great relevance for your organization. You can learn from and embrace these elements to fundamentally rethink your own approach to innovation.
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Blog

Service Design’s Cocreation Principle: The Secret Sauce For Success

Karine Cardona-Smits September 28, 2021
Co-creation is the service design principle that transforms successful CX initiatives into game changers for organizations.
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Words Matter: Inclusive Experiences Start With Inclusive Language

Gina Bhawalkar September 13, 2021
Are you creating inclusive experiences for your customers? Many companies aren’t. For example, here’s a sampling of what we heard when we evaluated typical approaches to collecting personal information from consumers: “There is no open box to identify yourself. Ticking ‘other’ is alienating; therefore, if I didn’t identify as male or female, I wouldn’t feel […]
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Blog

To Build A Better Marketing Plan, Revisit Your Approach To Planning

Marcia Trask September 2, 2021
Static annual plans often collect dust on a shelf. Leaning into the planning process can help you build a more dynamic and effective marketing plan that drives forward the objectives of the business.
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Blog

Agent Desktops: The Silent — And Costly — Tax On Your Agents’ Time And Energy

Andrew Hogan August 26, 2021
Coauthored with Kate Leggett.  I’ve asked before if it’s a given that employees should use frustrating systems. Should employees be forced to endure extra effort just because they choose to work at a company? Do their managers believe workers have to strain to feel like a full days’ work has been done?  Kate lives this […]
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Power Up Customers’ Digital Experiences.

Plan and execute a design system that improves business outcomes. Get the step-by-step plan in this complimentary guide.

Blog

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.
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Blog

You Need A Design System — Here’s Why

Gina Bhawalkar August 2, 2021
Our research shows that the best organizations use a design system to streamline and scale experience design (XD). Learn the benefits of a design system.
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Blog

Buy An Integrated DXP Platform, Not Just A Box Of Rocks

Joe Cicman July 21, 2021
Can on-premise digital experience platforms be migrated to the cloud? Learn the five key takeaways from the latest Forrester Wave.
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Blog

Figma’s Funding: The Design Funding Wave Won’t Stop

Andrew Hogan June 25, 2021
Figma just announced a new round of funding of $200 million, which will give it a valuation of $10 billion — five times its valuation last year at the beginning of the pandemic. This continues the trend of money flowing into the $162 billion design industry. However, unlike recent analytics investments, this money is going […]
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Blog

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.
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Nine Industries Improved Their CX Significantly In 2020

How did your industry fare? Check out the results from Forrester's US Customer Experience Index.

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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?
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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. […]
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Blog

New Research: How To Establish, Scale, And Evolve Your Design Practice

Gina Bhawalkar April 19, 2021
The design industry is booming. Our recent research, “The Design Industry, 2021,” estimates the size of the global design industry to be $162 billion and growing. But the increasing recognition of the importance of design creates a challenge for design leaders: How do you effectively establish, scale, and evolve a high-performing design practice that reliably […]
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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.
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Blog

Digital Accessibility Is About Great CX, Not Just Compliance — Takeaways From Deque’s Inaugural Axe-con Conference

Gina Bhawalkar March 29, 2021
I speak with companies weekly about the growing importance of digital accessibility, and prior to 2020, those conversations almost always started with this question: “How do we make our sites and apps accessible so we don’t get sued?” It’s a fair question — after all, the number of web and mobile accessibility lawsuits has increased […]
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The $162 Billion Design Industry Won’t Stop Growing

Andrew Hogan March 24, 2021
We estimate the size of the global design industry to be $162 billion and believe multiple software categories used in design will grow more than 20% this year. Find out why.
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Bosch’s Cultural Transformation Offers Lessons For Other Businesses

Dan Bieler March 8, 2021
Discover how Bosch is carefully weighing issues such as the speed of its cultural change and the impact on its brand image as an innovator against the value of its existing culture. And learn how to avoid obstacles, such as when old product development models are colliding with innovation.
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Blog

Why Citi’s $500M Mistake Is Really A Design Debt Interest Payment

Andrew Hogan February 23, 2021
Bad user interface design cost Citi $500M in a painful example of how poor UX affects business results. It’s rarely as dramatic as a single $500M incident — at most companies, poor UX causes a steady drumbeat of avoidable mistakes that cost time and money.
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