Design Lessons From Forrester's 2013 Outside In Award Winners

In its first annual Outside In Awards, Forrester recognized two winners in the customer experience design category. Financial services provider Ally Bank designed and tested a mobile application in nine short weeks, while professional services firm PwC Australia redesigned its employee intranet to, in turn, improve its client experience. Although their business models differ, these two organizations followed analogous design processes with a common theme: their commitment to integrating customer and stakeholder feedback across multiple project iterations. This report examines the ways both business-to-consumer (B2C) and business-to-business (B2B) firms can benefit from emulating their approaches.