Trends Report

Online Desirability: The Readiness Self-Test

Are You — And Your Web Site — Ready To Move Beyond Useful And Usable?

August 9th, 2007
With contributors:
Ross Popoff-Walker , Steven Geller


Forrester introduced three tactics for creating desirable online experiences: 1) create engaging content and functionality; 2) focus on aesthetics; and 3) incorporate aspects of game design. But before diving into desirability-focused projects, Web site owners must first make sure that they've mastered the basics. To help execs gauge whether or not their Web site and their Web organization are ready to move to the next level, we developed two self-tests. To get the most out of these diagnostic tools, firms should take the tests, share the results, discuss the implications, and make plans to improve the scores over time.

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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.