Teleconference

The Customer Experience Review,

Q3 2007
Harley Manning Moira Dorsey
VP & Research Director Principal Analyst
Forrester Research

September 25, 2007. Call in at 12:55 p.m. Eastern Time

Customer experience review for Q3 2007

• Top findings for customer experience professionals

• Research spotlight: personas
• Upcoming research of note
• Open Q&A

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Customer experience review for Q3 2007

• Top findings for customer experience

professionals
• Research spotlight: personas
• Upcoming research of note
• Open Q&A

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Designing for an aging population

• The oldest Baby Boomers turn 60 this year

• Two factors drive tech adoption by seniors:
» Aging shift: Wired people getting older
» Real growth: Older people getting wired
• Which factor matters most? (And how can you tell?)
• What technologies are seniors adopting?
• What are the design implications?

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July 2007 “Designing Interactions For An Aging Population”
Technology Adoption Is Driven By Real Growth And Aging Shift

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July 2007 “Designing Interactions For An Aging Population”
Seniors Flock To New Twists On Well-Known Technology

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Implications when designing for seniors

• Lessened visual acuity requires more light

and contrast.
• Diminished hearing requires attention to tone
and volume.
• Reduced mobility requires good affordances
and feedback.
• Cognitive decline requires clear, simple
pathways to key tasks.

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Desirable online experiences

• Most sites have lackluster emotional and aesthetic

qualities
• What’s going wrong?
• How can companies create desirable online
experiences?
• Which companies are doing this well today?

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August 2007 “Desirable Online Experiences: Taking Web Sites Beyond Useful And Usable”
OEM Sites Provide Similar Content And Tools

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August 2007 “Desirable Online Experiences: Taking Web Sites Beyond Useful And Usable”
OEM Sites Provide Similar Content And Tools (Cont.)

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August 2007 “Desirable Online Experiences: Taking Web Sites Beyond Useful And Usable”
Online Experiences Have Three Attributes: Usefulness, Usability, And
Desirability

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Companies create desirable online experiences
by applying three tactics
• Tactic 1: Provide engaging content and
functionality.
• Tactic 2: Focus on aesthetics.
• Tactic 3: Incorporate elements of game design.
» Encourage playfulness.
» Create a system of challenge and reward.
» Build on narrative structures like characters and
story.

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August 2007 “Desirable Online Experiences: Taking Web Sites Beyond Useful And Usable”
Guinness Encourages Visitors To Create Their Own Stop Motion Animations

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August 2007 “Desirable Online Experiences: Taking Web Sites Beyond Useful And Usable”
Nike+ Engages Product Owners With Online Challenges And Rewards

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August 2007 “Desirable Online Experiences: Taking Web Sites Beyond Useful And Usable”
GEICO Enriches The Back Story Of Its Famed Caveman Online

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August 2007 “Online Desirability: The Readiness Self-Test”
Self-Test For Desirability Readiness: Process

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August 2007 “Online Desirability: The Readiness Self-Test”
Self-Test For Desirability Readiness: Site Quality

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Social networking sites need a usability boost

• We evaluated the user experience at MySpace,

Facebook, Tagged, Friendster, and hi5.
• How well does each site support young adults trying
to create new profiles?

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August 2007 “Social Networking Sites Need A Usability Boost”
Results From Web Site Reviews Of Five Major Social Networks

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August 2007 “Social Networking Sites Need A Usability Boost”
Results From Web Site Reviews Of Five Major Social Networks (Cont.)

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August 2007 “Social Networking Sites Need A Usability Boost”
Facebook’s Home Page Focuses On Prospective Users

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Customer experience review for Q3 2007

• Top findings for customer experience professionals

• Research spotlight: personas
• Upcoming research of note
• Open Q&A

22
Entire contents © 2007  Forrester Research, Inc. All rights reserved.
Research spotlight: personas

• How personas support effective customer

experiences
• Requirements for effective personas
• Recommendations

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Entire contents © 2007  Forrester Research, Inc. All rights reserved.
Research spotlight: personas

• How personas support effective customer

experiences
• Requirements for effective personas
• Recommendations

24
Entire contents © 2007  Forrester Research, Inc. All rights reserved.
July 2007 “Best And Worst Of Personas, 2007”
Personas Enable Firms To Obsess About The Most Important Customer Needs

© 2007, Forrester Research, Inc. Reproduction Prohibited

How personas drive Experience-Based
Differentiation: four examples
• Identify new opportunities
• Support business-critical user goals
• Improve marketing efforts

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How personas drive Experience-Based
Differentiation: four examples
• Identify new opportunities
• Support business-critical user goals
• Improve marketing efforts
• Prioritize spending

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December 2006, Best Practices “How To Choose — And Use — A Primary Persona”
Persona-Based Feature Prioritization Matrix

© 2006, Forrester Research, Inc. Reproduction Prohibited

Research spotlight: personas

• How personas support effective customer

experiences
• Requirements for effective personas
• Recommendations

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July 2007 “Best And Worst Of Personas, 2007”
Three Requirements For Effective Personas

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July 2007 “Best And Worst Of Personas, 2007”
Forrester’s Persona Evaluation Criteria

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July 2007 “Best And Worst Of Personas, 2007”
Forrester’s Persona Evaluation Criteria (Cont.)

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July 2007 “Best And Worst Of Personas, 2007”
Scores Across Forrester’s Six Persona Evaluation Criteria

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July 2007 “Best And Worst Of Personas, 2007”
WHITTMANHART’s Persona For A Beverage Company

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July 2007 “Best And Worst Of Personas, 2007”
WHITTMANHART’s Persona For A Beverage Company (Cont.)

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Research spotlight: personas

• How personas support effective customer

experiences
• Requirements for effective personas
• Recommendations

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Recommendations

• Conduct ethnographic research.

• Create the right number of personas.
• Market personas into your organization.
• Integrate personas into decision-making processes.
• Use a checklist of best practices to evaluate
personas.

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Entire contents © 2007  Forrester Research, Inc. All rights reserved.
Customer experience review for Q3 2007

• Top findings for customer experience professionals

• Research spotlight: personas
• Upcoming research of note
• Open Q&A

39
Entire contents © 2007  Forrester Research, Inc. All rights reserved.
Coming soon

• “How To Hire The Right Interactive Agency”

» Kerry Bodine
• “The ROI Of Personas”
» Moira Dorsey
• “Best Practices In Mobile Social Computing”
» Vidya Lakshmipathy
• “The Ten Best Sites Of 2007”
» Moira Dorsey

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Upcoming Forrester events
• Forrester’s Consumer Forum 2007: “Winning In A
World Transformed By Social Technologies”
» Oct. 11-12
» Hilton Chicago
• Workshops
» Web Site Review Workshop, Oct. 4-5, Cambridge,
Mass.
» Cross-Channel Review Workshop, Nov. 14-15, San
Francisco
» Persona Creation Workshop, Dec. 5-6, Cambridge,
Mass.
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Entire contents © 2007  Forrester Research, Inc. All rights reserved.
Customer experience review for Q3 2007

• Top findings for customer experience professionals

• Research spotlight: personas
• Upcoming research of note
• Open Q&A

42
Entire contents © 2007  Forrester Research, Inc. All rights reserved.
Thank you

Harley Manning Moira Dorsey

+1 617.613.6079 +1 617.613.6230
hmanning@forrester.co mdorsey@forrester.com
m
www.forrester.com

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