Featured ResearchBest And Worst Of B2C Site Design, 2008Forrester Applies Its Web Site Review Methodology To 16 Major FirmsForrester applied its Web Site Review methodology to the site experiences at 16 firms — four each of the largest airlines, banks, department stores, and MP3 manufacturers. While Delta received the highest score, all 16 sites failed to pass our usability test. As a group, airlines outperformed other industries, while MP3 manufacturers fell to the bottom of the list. But we did encounter some good practices along the way, like Wachovia's streamlined task flow, Wells Fargo's feedback, and Macy's clear language and graphics. To improve Web site experiences, firms should use personas to focus on specific user needs, look beyond usability to desirability, and design for experiences that cut across multiple channels. Featured VideoVideo Excerpt: How To Deliver A Great Customer ExperienceFrom: Forrester's Marketing Forum 2007 Many companies put consumers into customer experience hell by frustrating their attempts to buy products and get service. To transform into customer-centric organizations that delight customers, firms need the right skills, process, and culture. Join Our Research PanelWant to join the conversation?
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