Best Practice Report

Firms Aren't Ready To Design For Desirability

Self-Assessments Show Lack Of Rigor In Design Processes And Poor Site Quality

June 17th, 2008
Kerry Bodine
With contributors:
Bruce Temkin , Andrew McInnes


Companies need to design Web sites that are not only useful (offer value) and usable (provide easy access to value) but also desirable (appeal to emotions). To find out how prepared firms are to take their Web sites beyond being simply useful and usable, we asked 287 customer experience decision-makers at large US firms about their site design processes and the current quality of their firms' Web sites. Most of these firms, especially the smaller firms, received poor ratings in our desirability readiness self-test. Companies should use the self-test to chart their paths toward creating more relevant, engaging, and personal site experiences.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.