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• Report Agile And Design Teams: Better Together

  Improve CX And EX With Great Collaboration Between Designers And Developers

  January 21, 2021 | Karine Cardona-Smits

  Companies are adopting agile frameworks and adding designers to their delivery teams to improve digital experience development efforts. But these two constituencies don't rely on the same workflow,...

• Report Five Ways To Ensure Deep Collaboration Between Marketing And Customer Experience

  Employ Them All To Ensure Consistently On-Brand Interactions That Drive Customer Loyalty

  December 14, 2020 | Rick Parrish

  Marketers and CX professionals are out of touch with today's business realities. While companies pursue business models that scramble traditional customer lifecycles, marketing and CX functions...

• Report The ROI Of Design Thinking: Part 2, How To Calculate

  Find Your Organization's ROI Using Forrester's Total Economic Impact Methodology

  July 15, 2020 | Benjamin Brown, Sam Karpinski

  In part 1 of this two-part series on the ROI of design thinking, Forrester found that three-quarters of projects can return double their investment (or more) in design thinking — with a median...

• Report Digital CX And Design Trends, 2020

  May 20, 2020 | Andrew Hogan, Gina Bhawalkar, Jennifer Wise

  Eight trends in 2020 are shaping how experience design (XD) professionals and their companies should improve their customers' experiences with digital touchpoints, from apps to websites to Alexa...

• Report Get Design Thinking Right: The Obstacles You'll Face And Six Tactics To Overcome Them

  April 8, 2020 | Gina Bhawalkar, Sam Karpinski

  Despite the proven success of design thinking done right, many executives are reluctant to invest in it. To find out why, we surveyed and interviewed design thinking practitioners and found that...

• Report Get Accessibility Right: Recruit People With Disabilities Into The Design Process

  March 6, 2020 | Gina Bhawalkar

  Companies faced over 2,200 lawsuits in 2019 for failing to make their digital properties accessible, so it's no wonder firms are prioritizing accessibility. But it's about more than legal risk —...

• Report Forrester's Top Customer Experience Research Findings Of 2019

  February 21, 2020 | Rick Parrish, Gina Bhawalkar, Angelina Gennis

  Forrester's customer experience (CX) research team published more than 100 reports in 2019. In this review, we pull our most important CX findings — across a range of topics — out of those reports...

• Report Data-Fueled Products: How To Thrive On The Design And Data Science Collision

  August 9, 2019 | Andrew Hogan

  Companies are starting to combine data science and design to create data-fueled products based on pattern-finding algorithms. But it's not going well: Many companies are hurting their customers and...

• Report The ROI Of Design Thinking: Part 1, Overview

  Design Thinking Delivers Real Business Value

  May 16, 2019 | Ryan Hart, Benjamin Brown

  Despite the growing acceptance and practice of design thinking across nearly every industry, practitioners struggle to quantify and articulate its benefits. As a result, companies are challenged...

• Report Now Tech: Digital Experience Agencies, Q2 2019

  Forrester's Overview Of 42 Digital Experience Agencies

  May 14, 2019 | Ted Schadler

  Digital experience agencies are essential partners for building differentiated customer, marketing, commerce, and product experiences. But to find the best partner for your project or program, you...

• Report The Inclusive Design Imperative: Win And Retain More Customers

  Modernize Your Design Practice To Reach More Of Your Target Market

  April 23, 2019 | Gina Bhawalkar

  Experience design (XD) leaders can help their firms win and retain customers, break into new markets, and get employees more engaged, by prioritizing inclusion. To do this, you need to shift your...

• Report Digital CX Trends, 2019

  Digital CX And Human-Centered Experience Design Align — At Last

  April 22, 2019 | Andrew Hogan, Gina Bhawalkar, Kelly Price

  Digital CX is changing: As it encompasses more capabilities like voice, connected devices, and notifications, customer experience (CX) pros and their companies can no longer take a...

• Report Video: Use Customer Experience Basics To Guide Your Digital Experience Design

  Watch This Video To Learn How To Combine CX And DX Expertise To Design Effective Digital Experiences

  April 19, 2019 | Andrew Hogan, Julie Ask

  Don't leave the design and build of your digital experiences in the hands of your product managers alone. Instead, use a balanced approach that combines business strategy and human-centered design....