Andrew Hogan

Principal Analyst

Forrester Bio

Author Insights

Blog

TAM, That’s A Big Number!

Andrew Hogan 4 days ago
In the last few weeks, I’ve had a few conversations about my recent report on how money is flowing into design: The Design Industry, 2021. Forrester’s estimate: Current spending is $162 billion ­— but some have told me our estimate is too conservative. Let’s look at one part of the report: $35 billion in current […]
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Blog

Top Design Projects Of 2021: What They Are Versus What They Should Be

Andrew Hogan March 30, 2021
Are you investing your design efforts in the right place? Are you wondering if your company is really designing in ways that attract and create more loyal customers? Learn what could be standing in your way.
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Blog

The $162 Billion Design Industry Won’t Stop Growing

Andrew Hogan March 24, 2021
We estimate the size of the global design industry to be $162 billion and believe multiple software categories used in design will grow more than 20% this year. Find out why.
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Blog

Why Citi’s $500M Mistake Is Really A Design Debt Interest Payment

Andrew Hogan February 23, 2021
Bad user interface design cost Citi $500M in a painful example of how poor UX affects business results. It’s rarely as dramatic as a single $500M incident — at most companies, poor UX causes a steady drumbeat of avoidable mistakes that cost time and money.
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Blog

Designing For Confidence In 2021

Andrew Hogan February 18, 2021
Coauthored with Senem Guler-Biyikli.  The “Design For Confidence“ report we published last year drew a lot of positive feedback because it describes what companies can do to create user confidence. These practices lead to successful user interactions, build trust, and facilitate adoption. For some companies, the report changed their practices: One company told us it reminded them to aim for emotions other than […]
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Blog

What Do Your Customers Want For The Holidays? Confidence

Andrew Hogan October 29, 2020
Now’s the time to make sure your customers understand whether they’ve found the right product on your site or app, know when they’ll receive their item in time, and know how to easily return the item if it isn’t quite right.
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Blog

Adobe MAX 2020 Takeaways: Creative Systems, AI+Design, And Accessibility

Andrew Hogan October 21, 2020
This year’s Adobe MAX Creativity Conference keynote hit consistent themes that Adobe has focused on for years, such as creativity for all, accelerating creation, enabling collaboration, and elevating skills. That’s not an indictment; it’s a sign the company has a clear strategy for its creativity offerings and is sticking to it. Adobe Creative Cloud has posted impressive results during the pandemic, […]
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Blog

Must Employees Keep Enduring Bad UX?

Andrew Hogan October 13, 2020
There’s a school of thought that believes employees enjoy mastering complex processes and convoluted interaction design. It’s like the digital equivalent of a hard day’s work chopping down trees or planting a field. The employee then collapses exhausted at the end of a long day feeling fulfilled at the effort they’ve put forth. The explanation […]
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Blog

Designing For Confidence: Good For Business And Good For People

Andrew Hogan September 15, 2020
The main priority for CX design has changed as a result of the pandemic. Analyst Andrew Hogan explains how.
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Video

Four Takeaways About Modern Design From Figma’s Config Conference

Andrew Hogan February 19, 2020

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Blog

How To Fight Bias In Machine-Learning-Based Experiences

Andrew Hogan February 10, 2020
AI is not a black box and AI developers must learn to accept and deal with bias. Analyst Andrew Hogan gets some insights on AI and ethics from Carol Smith of Carnegie Mellon's Software Engineering Institute.
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Blog

How Banks Still Make It Too Hard For People To Open An Account

Andrew Hogan February 3, 2020
Four common missteps deter would-be customers from opening bank accounts. Learn what they are and how to avoid them.
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Blog

Just How Much Do Design And Data Science Collaborate?

Andrew Hogan December 18, 2019
Findings from our recent survey show that there's room for improvement.
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Blog

Three Takeaways From Adobe’s MAX Conference — About AI, Design, And Creativity

Andrew Hogan November 14, 2019
Adobe’s recent MAX conference featured the usual (impressive) lineup of creative celebrities and new features, many of which are powered by Adobe’s AI engine Sensei — but the event also touched on some larger points that demonstrate companies should: No. 1) Enable a design team to help AI efforts. AI has amazing potential to improve […]
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Blog

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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Blog

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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Blog

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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Blog

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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Blog

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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Blog

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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