Trends Report

Why And How To Master Experience Design

Executive Overview: The User Experience Playbook

January 21st, 2021
With contributors:
Melissa Parrish , Amanda Chen , Shayna Neuburg


As customers gravitate to digital more than ever, companies are prioritizing user experience (UX). Why this response? Because experience quality can make or break a business, and the range from bad to good is even wider in the digital medium than in the physical world — from abysmal to magical. This report introduces Forrester's UX playbook, in which we examine: 1) three shifts elevating experience design (XD); 2) how XD teams are changing; 3) how to scale XD; 4) how to measure its impact; and 5) the technologies XD pros use to design faster, leaner, and smarter.

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