Save or Share this Report

For Customer Experience Professionals

Demand Better Processes From Your Interactive Agencies

Design Firms Need Disciplined Approaches To Improve Online Experiences

December 14, 2010

Primary author headshot


  • By Jonathan Browne
  • with Vidya L. Drego,
  • Derek Miers,
  • Shelby Catino

Why Read This Report

Forrester's evaluations of Web sites and design personas created by the leading interactive agencies in North America and the UK show that agencies struggle to consistently create digital experiences that meet customer needs. To address this variation, some agencies are adopting a number of tactics that deliver quality improvements including: business strategy consulting practices, hybrid Agile development processes, effective collaboration frameworks, qualitative and quantitative research methodologies, formal persona creation and usage practices, journey mapping, quality assurance (QA) checking, as well as improved measurement and reporting techniques. To drive agency partners to adopt more systematic approaches that deliver consistently good results, customer experience professionals should question agencies about their processes at the selection stage, prepare their own organizations to work with new development processes, establish sign-off rules, and explore ways to incorporate performance-related components into agency fee structures.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Processes Help Organizations Avoid Known Mistakes

  • Push Agency Partners To Industrialize Their Processes
  • Related Research Documents