Best Practice Report

Design For Confidence

In Uncertain Times, Your Customers Want Certainty More Than Ever

August 10th, 2020
Andrew Hogan, null
Andrew Hogan
With contributors:
David Truog , Gina Bhawalkar , Jennifer Wise , Amelia Nickels , Shayna Neuburg


Customers facing the COVID-19 pandemic are battling uncertainty from all corners, needing confidence more than ever. Many companies strive for experiences that are seamless, easy, or beautiful, but few emphasize giving their customers or users confidence that they’ve made the right choice or gotten to the right place. Confident users are more likely to accomplish their goals, build trust in a company, and adopt new products and experiences. This report lays out the common pitfalls and best practices for establishing user confidence that customer experience (CX) professionals, designers, and product leaders need to know.

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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.