Best And Worst Of B2C Site Design, 2008

Forrester applied its Web Site Review methodology to the site experiences at 16 firms — four each of the largest airlines, banks, department stores, and MP3 manufacturers. While Delta received the highest score, all 16 sites failed to pass our usability test. As a group, airlines outperformed other industries, while MP3 manufacturers fell to the bottom of the list. But we did encounter some good practices along the way, like Wachovia's streamlined task flow, Wells Fargo's feedback, and Macy's clear language and graphics. To improve Web site experiences, firms should use personas to focus on specific user needs, look beyond usability to desirability, and design for experiences that cut across multiple channels.