In 2010, Forrester reviewed the website user experience of sites in six industries: banks (Canadian and US), discount retailers, health plans, marketing software vendors, PC laptop manufacturers, and wireless carriers. An analysis of the results surfaced common user experience problems, including missing content and functionality, inefficient task flows, and illegible text. Despite overall poor performance, we uncovered best practices that firms in any industry can view as lessons for building better website user experiences. To improve the online user experiences they offer, and in the process differentiate from competitors, firms should follow the principles of Scenario Design, emphasize usability fundamentals, and move toward a future where site content is customized, aggregated, relevant, and social.
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