Andrew Hogan

Principal Analyst

Forrester Bio

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Have You Been Asked To Help Use Dark Patterns?

Andrew Hogan September 16, 2019
“I tried to stop it from happening, but they just ignored me.” That’s what one person told me recently — and many others responded similarly — when I blogged about my upcoming keynote at CX SF and invited people to share their stories with me in confidence about how they respond when asked to help […]
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Trying To Augment Intelligence With AI Fails When Data Scientists And Designers Don’t Collaborate

Andrew Hogan September 5, 2019
Augmenting human intelligence is the fastest way to get value from AI. The problem? Human-centered design (HCD) is missing from most attempts to augment human intelligence. Sure, the AI teams doing this work sincerely care about humans — but that’s not the same thing as knowing and applying proven HCD methods like iterative prototyping paired […]
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Data Scientists Aren’t Just About The Numbers — And Other Lessons From IDEO About The Collision Between Design And Data Science

Andrew Hogan August 21, 2019
As part of my research about data science and design, I spoke with Ovetta Sampson, design research lead at IDEO, a global design company. Sampson’s advice that stood out most to me about how to improve the use of data in the design of better experiences: Stop thinking about data scientists as “that nerdy guy […]
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Data Science And Design Collide — There’s A Better Way

Andrew Hogan August 13, 2019
Last August, a tweet from a data scientist reminding colleagues to get out of tables of data and talk to real people — you know, do qualitative research — went viral among these two constituencies. The resulting debate reflected the state of the relationship between data science and design: They’re not on the same page. One participant even deleted one of his tweets, overwhelmed by the volume and combative tone of the feedback. […]
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CX SF 2019: Dark Patterns Hurt Customers And The Companies That Use Them — When The Dark Side Calls, How Will You Answer?

Andrew Hogan August 12, 2019
Dark patterns are designs that manipulate customers against their own interests — and ultimately hurt the companies that use them, too.
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Don’t Waste Your Creativity Spend As You Fight Digital Sameness

Andrew Hogan July 15, 2019
Is your CMO considering shifting investments in marketing technology toward the services of creative agencies, as Forrester recommends? You should find out — because one of two possible scenarios will play out. The winning scenario: If you 1) boost your internal design team and better integrate brand; 2) contract with firms that apply human-centric design; and […]
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Can Publicis Sapient And John Maeda Supercharge The Average Company?

Andrew Hogan June 24, 2019
Last week, Publicis Sapient named John Maeda its chief experience officer. You might be thinking “Who?” if the rise in business’ focus on design has escaped your radar. Well, Maeda is a world-renowned design leader with a sterling résumé, including an MIT Media Lab professor, president of one of the top design schools in the […]
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How To Improve UX For Employees

Andrew Hogan June 19, 2019
Better employee UX increases productivity and reduces frustration. Learn how to get started.
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Human-Centered Design And Digital Addiction In 2019

Andrew Hogan May 2, 2019
When Forrester’s user experience (UX) analysts put together our “Digital CX Trends, 2019” report, two things stood out to me as especially positive changes: First, modern design practices — like workshops, iterative prototyping, and user research — now direct digital CX efforts. Sophisticated companies are adopting these human-centric methods and abandoning touchpoint-by-touchpoint, feature-focused approaches. Why? […]
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VIDEO

When Design And Algorithms Collide

Andrew Hogan December 13, 2018
Algorithms are a new design material, affecting UX in the form of news feeds, recommendations, and propensity scores. Unfortunately, it’s not all going smoothly . . . Want to learn more? Please reach out with any questions; I’m always happy to discuss over inquiry.
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Experience Design Service Providers Are Changing — Here’s How And What It Means

Andrew Hogan October 22, 2018
Forrester recently surveyed 51 XD providers — agencies and consultancies with varied expertise such as Astro Studios, Fantasy, frog design, Punchcut, and Work & Co — that provide experience design (XD) services. And we frequently conduct interviews with many of them and their clients. We’re publishing a series of blog posts highlighting insights from that research. […]
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Experience Design Providers’ Costs And Timelines Vary Widely

Andrew Hogan October 22, 2018
When we surveyed XD providers recently, they told us that, because of complexity, system integrations required, and many other factors, project costs and timing are all over the map. Some told us they don’t think about it in terms of individual projects at all — instead helping more with full-scale experience transformations that make individual projects […]
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Your Experience Design Provider Builds Its Own Products And Invests In Startups? Good!

Andrew Hogan October 11, 2018
About half of the 51 XD providers we surveyed recently — agencies and consultancies such as Astro Studios and Work & Co that provide experience design (XD) services — are also: Developing their own products. Founding startups and maintaining equity stakes in them. Investing in startups with either money or their talent in the form of […]
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In XD Providers’ Emerging Technology Work, Machine Learning And Chatbots Mature Fastest

Andrew Hogan September 26, 2018
Experience design (XD) providers we surveyed told us that among emerging technologies, clients most often ask them about machine learning, chatbots, the internet of things (IoT), and augmented reality (AR). Providers also reported that chatbot-related terms “intelligent agents” and “voice interfaces” drew significant interest, as well. However, the providers’ revenue is coming more from machine […]
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Design, Data Science, And The Algorithms That Run Our Lives

Andrew Hogan September 13, 2018
We encounter algorithms every day in many different experiences — from YouTube to Facebook to Uber. Personalization and individualization (impossible to do without algorithms) are hailed as keys to the experiences of the future and form the centerpiece of the very best and most seamless experiences. And computing capabilities and services make this more common and […]
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How Do You Get The Right Help With Design In 2018?

Andrew Hogan June 14, 2018
The design market is hotter than ever — especially for human-centered design, which is the right way to do it. There are more jobs, more spending, and more executive interest. But what if your company doesn’t really get design? Or what if you need help because you can’t support a full design team? Or what […]
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