0_5180_1856_00

TeleconferenceThe Customer Experience Review, Q3 2007Harley Manning Moira Dorsey

VP & Research Director Principal Analyst

Forrester Research

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

2Entire 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






• Open Q&A


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?

© 2007, Forrester Research, Inc. Reproduction Prohibited

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


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


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.


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?


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


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


Online Experiences Have Three Attributes: Usefulness, Usability, And Desirability

August 2007 “Desirable Online Experiences: Taking Web Sites Beyond Useful And Usable”


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.


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


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


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


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


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


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?


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


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


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






• Open Q&A


Research spotlight: personas

• How personas support effective customer experiences

• Requirements for effective personas

• Recommendations





• Recommendations


Personas Enable Firms To Obsess About The Most Important Customer NeedsJuly 2007 “Best And Worst Of Personas, 2007”


How personas drive Experience-Based Differentiation: four examples

• Identify new opportunities

• Support business-critical user goals

• Improve marketing efforts


How personas drive Experience-Based Differentiation: four examples

• Identify new opportunities

• Support business-critical user goals

• Improve marketing efforts

• Prioritize spending


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





• Recommendations


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


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


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


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


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


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





• Recommendations


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.






• Open Q&A


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


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.






• Open Q&A


Thank you

Moira Dorsey

+1 617.613.6230

[email protected]

Harley Manning

+1 617.613.6079

[email protected]

www.forrester.com

0_5180_1856_00

Documents

Transcript of 0_5180_1856_00