As they do every year, Forrester recently released their list of top technology trends for 2014. We took a look and were happy to see them hammer home the importance of delivering on digital experiences. Software and how users engage with that software experience is becoming paramount for brands.
Digital experience delivery makes (or breaks) firms
Forrester makes the point that “A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.” The report points to a growing number of firms that have chosen a mobile-first approach, but then falling flat because “systems of record cannot keep up with engagement needs.” To a greater extent, customers’ impressions of a business are established through digital engagement forcing businesses to recognize that “software is the brand.” Some CIOs are losing their influence over the decisions in these areas as digital experience agencies are engaged by chief marketing officers and chief technology officers to a greater extent than by chief information officers.
As UX folks, we’ve been saying this all along and more so over the last few years as we’ve seen users become more savvy with higher expectations around their digital interactions. It’s great that Forrester is predicting this as a 2014 trend since it hopefully means a big uptick in UX across the board.