Trends Report

Demand Better Processes From Your Interactive Agencies

Design Firms Need Disciplined Approaches To Improve Online Experiences

December 14th, 2010
Jonathan Browne, null
Jonathan Browne
With contributors:
Vidya Drego , Shelby Catino , Derek Miers

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.