David Truog's Research
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For Customer Experience Professionals
REPORT: Why And How To Lead A CX Transformation
The Executive Overview Of The CX Transformation Playbook
January 27, 2021David Truog
A laser-like focus on CX is the best path to business success. Forrester has proven this by analyzing major brands' financial results and showing that they correlate with how customers perceive their interactions with those brands. Few companies have achieved that focus — for most, it will require a journey of deep transformation toward a new mindset and a new way of operating. This report for executives tasked with leading CX transformations provides an overview of our framework for how to complete this journey successfully: the CX transformation playbook. Forrester refreshes this report regularly based on new research.
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For Customer Experience Professionals
REPORT: Gear Up For Experience Design
Tools And Technology: The User Experience Playbook
January 21, 2021David Truog
Companies investing in better user experience (UX) need tools for experience design (XD) but face a complex provider landscape spanning 19 categories of digital services and products. These tools help your XD team work faster, leaner, and smarter when creating experiences for your customers and employees. If you're responsible for making (or contributing to) your company's decisions about which of these providers to parter with, this report for XD leaders is for you. It will help you guide your company's spending decisions on XD tools and technologies.
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For Customer Experience Professionals
REPORT: Why And How To Master Experience Design
Executive Overview: The User Experience Playbook
January 21, 2021David Truog
As customers gravitate to digital more than ever, companies are prioritizing user experience (UX). Why this response? Because experience quality can make or break a business, and the range from bad to good is even wider in the digital medium than in the physical world — from abysmal to magical. This report introduces Forrester's UX playbook, in which we examine: 1) three shifts elevating experience design (XD); 2) how XD teams are changing; 3) how to scale XD; 4) how to measure its impact; and 5) the technologies XD pros use to design faster, leaner, and smarter.
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For eBusiness & Channel Strategy Professionals
REPORT: The Forrester Digital Experience Review™: US Investing Websites, Q4 2020
Fidelity Leads With A Breadth Of Functionality, While TD Ameritrade Delivers A Strong User Experience
December 29, 2020 Vijay Raghavan, David Truog
Investment firms' websites have become hubs for their clients' investing activities and financial planning decisions. To gauge the ease and effectiveness of the experiences these websites offer, we evaluated those of nine large US investing companies. This report lays out where they excel, where they fall short, and how digital executives and their teams can learn from and improve the experiences they offer investors.
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For Customer Experience Professionals
REPORT: Ingredients Of Great Design: Conquer Six Myths
Principles: The User Experience Playbook
December 15, 2020David Truog, Gina Bhawalkar, Karine Cardona-Smits, Andrew Hogan, Kelly Price, Joana de Quintanilha
Many companies striving to get better at designing experiences won't. Why? Because they fall for widespread myths about what design is, who should be involved in it, and how to do it well. For example, they believe that design is about look and feel and should only be done by professionals (or the opposite — another myth) or that iterating (which is essential to design and modern development) is about delivering sooner. This report highlights four key principles to help XD pros overcome these common misperceptions so your company can thrive on the design revolution.
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