Forrester Research

From 2006 – 2008, I was an author, consultant and researcher at Forrester, within the company’s customer experience practice.

I conducted and delivered usability and experience design reviews for major Fourtunue 1000 clients. And I authored data-driven research on website usability, social computing, and designing for young consumers. My young consumer research became a series of highly-read reports. And a report I wrote on creating emotionally engaging user experiences won a company-wide award in 2007.

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Here are just a few of those reports I wrote while at Forrester:

THE GEN Y DESIGN GUIDE
Crafting Experiences To Meet The Unique Needs Of Younger Consumers
Published: December 03, 2007
Downloaded: 1,692
“Forrester analyzed consumer survey responses to understand the differences between Younger Generation Y (18- to 22-year-olds) and Older Generation Y (23- to 27-year-olds) consumers. The analysis showed that Younger Gen Yers are more motivated by fun and style and are more connected to technology than older consumers. They also prefer portable devices, use their PCs as media centers, and are Social Computing aficionados. To address these differences, firms should infuse sites with immersive elements taken from video games design, provide content that is fun and stylish, and make interactions easily shareable with peers. Many industries can benefit from distinct efforts to target Young Gen Yers.”

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DESIRABLE ONLINE EXPERIENCES: TAKING WEB SITES BEYOND USEFUL AND USABLE
Published: August 08, 2007
Downloaded: 1,660
“Consumers are spending more and more time online, seeking out experiences that are relevant, engaging, and personal. However, many Web sites make users struggle to complete simple goals, have little to no emotional punch, and fail to embrace the diversity of consumers’ wants and needs. To make matters worse, today’s Web organizations must often backburner projects that would improve their sites’ desirability factor in order to fix more pressing problems. As a result, the topic of desirability largely remains a mystery in the user experience community. We’ve explored three tactics for creating desirable online experiences: 1) providing engaging content and functionality, 2) focusing on aesthetics, and 3) incorporating elements of game design.”

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THREE DIFFERENT GAMING APPROACHES THAT CAN ENHANCE ONLINE EXPERIENCES
Published: April 30, 2008
Downloaded: 832
“We examined three types of online gaming experiences: a branded microsite called Get the Glass, the online gaming community Club Penguin, and a social network with gaming elements called I’m in like with you. Customer experience professionals looking to build more desirable online experiences should explore ways of integrating one or more of these gaming approaches into their online efforts.”

YOUNG GEN YERS: FUN-LOVING, SOCIAL, AND WIRED
Published:January 03, 2008
Downloaded: 2,087

USER RATINGS TOP CONSUMERS’ ONLINE WISH LISTS
Expectations For Consumer Electronics, Travel, Banking, And Media Sites
Published: February 06, 2008
Downloaded: 1,107

BEST AND WORST OF BRAND-BUILDING WEB SITES, 2007
Published: September 13, 2007
Downloaded: 952

GEN Y IS TRULY DIFFERENT; DESIGN ACCORDINGLY
Attitudes, Media Usage, And Digital Activities Shape Requirements
Published: November 06, 2007
Downloaded: 979

SOCIAL NETWORKING SITES NEED A USABILITY BOOST
Forrester Evaluated MySpace, Facebook, hi5, Tagged, and Friendster
Published: August 08, 2007
Downloaded: 483

WHAT WOMEN AND MEN WANT — ONLINE
Preferences Of Female And Male Consumers Across Generations
Published: May 14, 2007
Downloaded: 804