Assumption Personas (handle with care)

Jonathan Browne

Jon-Browne

[Posted by Jonathan Browne]

About ten years ago, when Forrester was writing some of our early research on effective Web design, we noticed a pattern among leading companies. They told us they were finding it very helpful to use design personas - models of customers based on qualitative research into real customers, but presented as vivid stories about individuals (not segment descriptions). These tools enabled them to stay focused on the needs of their most important customers when designing online experiences.

Since then, design personas have become fairly mainstream design tools in North American companies, and increasingly common in Europe and Japan - not only for Web design, but across all channels. However, the quality of personas varies enormously from company to company. For example, I'm evaluating personas from UK interactive agencies at the moment and although some are clearly well researched, engaging, helpful to designers and believable, others seem to be mere stereotypes.

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Introducing Emotional Experience Design

Ronald Rogowski

Ron-Rogowski  [Posted by Ron Rogowski]

In a world where users approach the Web with ever increasing expectations, a firm's Web site has become critical for building a company’s relationship with its customers. Today, the  Web site is often the first, and sometimes only, place customers interact with a company. Unfortunately, many sties offer lackluster experiences that leave an emotional void.

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New Report: "How Chief Customer Experience Officers Gain Active Executive Support"

Megan Burns

Megan Burns [Posted by Megan Burns]

 

I’m excited to announce the release of my latest report: “How Chief Customer Experience Officers Gain Active Executive Support.” Executive involvement is critical to the success of any customer experience transformation, but it’s hard to get. I interviewed several successful CC/EOs to find out how they got their peers on the leadership team on board.

Here are a few highlights from the report:

 

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Take The Conversation Offline At Forrester’s Chicago Tweetup

Ronald Rogowski

Are you attending Forrester's Consumer Forum 2009? Do you live in the Chicago area? Do you ever wonder who you are talking to on Twitter?

On October 26, the night before Forrester’s Consumer Forum, Forrester will be hosting a Chicago Tweetup. Tweetups are low-key social events where Twitterers can network and meet the people they tweet with. Anyone can attend; it is an informal atmosphere that allows casual conversations.

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Web Site Brand Review Workshop October 26, Chicago, IL (In Conjunction With Forrester’s Consumer Forum 2009)

Ronald Rogowski

Ron-Rogowski [Posted by Ron Rogowski]

 

Ever wonder why Web sites offer such lackluster brand experiences? Want to know how your site can help you differentiate your brand online?

 

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Nike, adidas, New Balance, & Puma Race For Cross-Channel Excellence

Adele Sage

Adele-Sage[Posted by Adele Sage]

I just published a doc “Footwear
Manufacturers’ Cross-Channel Experience, 2009
” with the results of
Cross-Channel Reviews of the four leading footwear manufacturers: adidas, New
Balance, Nike, and Puma. We tried to complete standard user goals (looking for
running shoes, buying a pair, and then tracking the order) in several channels
(Web, IVR, phone, and email) and then looked at the experiences across
channels.

Here are some of the highlights:

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The Browser Wars Are Back! You Can’t Run Or Hide So Here’s What To Do

Harley Manning

Harley-Manning_small [Posted by Harley Manning]

 

The customer experience team at Forrester is currently updating our Web site review methodology, which will get us to Version 8. I’ll write more about that in a subsequent post but I wanted to get it on the table (or in the blogosphere – pick your metaphor) by way of explaining why we’ve been looking at which version of what browser to use as our default for conducting research.

 

In trying to answer that question we had one of our Researchers – Rich Gans – talk to people at Mozilla, Microsoft, Apple, and Google to get insight into where they’re going with their browser offerings and how they advise site developers to deal with the current landscape.

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Chiming In On The Ikea Font Change Debate

Ronald Rogowski

Ron-Rogowski [Posted by Ron Rogowski]

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Financial Services Brand Series Live!

Ronald Rogowski

Ron-Rogowski [Posted by Ron Rogowski]

I wanted to alert our readers to a new series of research recently published on our Web site, called “Best And Worst Of Financial Services Brand Building Web Sites, 2009.”

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Planning Your 2010 Budget For Web Site Improvements? Read this first.

Megan Burns

Megan Burns [Posted by Megan Burns]

Now's the time when many of my clients start fleshing out plans for 2010 and putting together the business cases to pay for it all. And they’re telling me they need help. This year’s funding process will be tougher than ever thanks to the economy, so it’s important to make your business case not just good, but great. I’ve compiled a list of the research we've written over the last 2 years that sums up how to do that:

How To Get Funding For Web Site Improvements


This is our foundational report on what makes a business case great.

Top Decision Criteria for Execs Who Approve Web Customer Experience Budgets

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