Jennifer Wise

To help retailers benchmark their mobile apps and prioritize improvements in a feature minefield, we evaluated 15 retailer mobile apps in the US and Europe to find the best features, functionality, and user experiences.

I’ve been researching the evolution of product management as companies make the shift from projects to products for an upcoming set of reports about this — and there’s one thing that stands out: the rising (and needed) influence of user experience (UX) among product managers. Several product managers I’ve interviewed have pointed out that UX […]

After returning from Mobile World Congress in Barcelona last year, where I walked miles to test every virtual reality (VR) and augmented reality (AR) experience, one thing was clear: They aren’t ready for mainstream consumer use. But what about for employees? I spoke with my colleague Sam Stern about the applications I’d seen at the […]

I spent this week in Las Vegas at CES to check out the latest and greatest technology wonders, ranging from 3D printing, AI, and cryptocurrency to drones, autonomous vehicles, dancing robots, and wearables. A lot of what I saw has broad CX implications for accessibility, healthcare, and more. My focus was on who will use […]

A few weeks ago, I opened my inbox to find an email from The New York Times telling me it had updated its homepage, saying it wanted to give its subscribers a “seamless experience: Whether you visit on your phone, tablet or computer, you’ll now see the same groups of stories across all of your […]

Companies are recognizing the difference that good experience design (XD) makes to winning and retaining customers. And experience design pros — the makers of these experiences, defining and refining them based on customer understanding — know that having the right technology in place can multiply their impact. We know this because my Forrester colleagues and I field […]

Marketers work hard to define their brand promise and build their customer engagement strategy to showcase it. But we know that, in the end, all the hard work only pays off if the customer receives, and remembers, the brand as intended across all touch points. If your ad campaigns promises care-free travel, but the customer’s […]

The Case For Customer Empathy… Hubspot’s INBOUND 2017 slogan emphasized “Empathy.” My expectation: it would make the case to the 21,000 people in attendance that customer empathy is critical to their engagement efforts. I was for it — it’s something my research focuses on, and is something we in the CX and UX field try […]

As packages continue to arrive from this year’s record-breaking Black Friday weekend, it’s no doubt you’re seeing Amazon packages complete with front-and-center ads for Amazon’s Echo and Dot devices. You may even be one of the reported millions that ordered one that weekend. These are more than just devices — they are Alexa-enabled and are […]

This post is co-authored by Julie A. Ask, VP and principal analyst at Forrester Mobile search is essential. In fact, according to Forrester’s Mobile Audience Data, Q4 2015, 87% of US smartphone owners rely on browser-based search on mobile devices. And the data reveals that Google’s search engine is the most common path to a […]

I’m not going to bore you by reiterating how “mobile” everyone is these days, how the vast majority of online adults in markets like the US, UK, South Korea, and more own mobile phones, or how mobile is so pervasive with 30 billion mobile moments happening every day in the US alone. But I will […]

We all know it: Consumers are glued to thier mobile devices, glancing at them hundreds of times in a day, and spending almost 67 hours on apps and sites in a month. These glances — anytime you pull out your phone to do something —  are what we call "mobile moments." What could this moment be? […]

Smartphone adoption is surging. Your customers’ eyes are glued to their mobile screens. You want to get your brand in front of them. It’s time for mobile advertising. Sadly, executing on a mobile ad campaign isn’t as easy as deciding you need one. Not only do you have to fight for budget and craft a […]

Facebook, the social media giant that has already made a large dent in the mobile ad ecosystem, today showed it has no plans to stop the momentum: Welcome, Audience Network. Before today, there were already several factors working in Facebook’s favor: its reach among avid social users, its engaged and captive audience, and its trove […]

It’s true; the mobile advertising opportunity is huge. With nearly a third of the world’s population toting smartphones, today’s mobile audience is sizable, always addressable, and can be reached with hyper-targeted messages based on mobile data. So it makes perfect sense that marketers, agencies, and ad tech vendors are turning their attention to mobile ads. […]

First, the good news: Mobile marketing is maturing within organizations. More marketers than ever have mobile programs in place, and they are shifting from testing to “see what happens” to the more strategic, and Tim Gunn-recommended, “make it work.” Now for the bad news: Marketers have to demonstrate whether their mobile programs are, in fact, […]

IBM is diving head first into mobile — yesterday it announced the acquisition of a leading mobile messaging vendor Xtifiy, and it even released its IBM Institute for Business Value study showcasing the value of mobile the same day. This acquisition adds to IBM’s Smarter Commerce offering and makes its MobileFirst portfolio more robust through […]

Think about the past 24 hours: What have you done with your mobile phone? Did you send a text message? Check your email? Read any articles? Challenge someone in Words With Friends? If you said ‘yes’ to any of these, chances are that you may be one of the rapidly growing segment of perpetually connected […]