For Customer Experience Professionals

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	June 13, 2008 Best And Worst Of B2C Site Design, 2008 Forrester Applies Its Web Site Review Methodology To 16 Major Firms by Vidya L. Drego with Bruce D. Temkin, Adele Sage, Andrew McInnes	Average: 8  (1 rating)

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Executive Summary

Forrester applied its Web Site Review methodology to the site experiences at 16 firms — four each of the largest airlines, banks, department stores, and MP3 manufacturers. While Delta received the highest score, all 16 sites failed to pass our usability test. As a group, airlines outperformed other industries, while MP3 manufacturers fell to the bottom of the list. But we did encounter some good practices along the way, like Wachovia's streamlined task flow, Wells Fargo's feedback, and Macy's clear language and graphics. To improve Web site experiences, firms should use personas to focus on specific user needs, look beyond usability to desirability, and design for experiences that cut across multiple channels.

TABLE OF CONTENTS

• Examining The Current State Of B2C Web Site Experiences
• All 16 Sites Failed Our Usability Test
• Sites Struggle In All Four Categories Of Our Evaluation
• Design Best Practices Emerge Among The Flaws

RECOMMENDATIONS

• For Web Site Success, Support Users In Achieving Their Goals
• Supplemental Material
• Related Research Documents

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