The Future Of Web Design: Balanced Support For Both Customer Goals And Brand Communication

Forrester interviewed 19 creative directors and user experience directors from 12 top interactive agencies in the UK to ask them why there is a divide between Web sites that communicate brand attributes effectively and Web sites that offer a strong customer experience. They reported back to us that this had definitely been the case in the past, but that their future Web practices are focused on finding and delivering a balance between traditional brand messaging and user experience. The cornerstones of getting there are use of a collaborative approach with better-educated clients, early inclusion of digital specialists, and placement of customer experience at the heart of all projects.