Design-Led Firms Win The Business Advantage

Adobe commissioned Forrester Consulting to explore the hypothesis that embedding design practices in digital CX strategy creates a tangible and measurable business advantage.

Today’s digitally empowered customers expect seamless experiences that allow them to interact with brands how they want, when they want, and where they want. These expectations are constantly evolving as consumers are exposed to new experiences and technologies, and customer experience (CX) competition for customers' attention is intensifying amid the continued proliferation of devices, displays, and interfaces.

This Forrestor study found that companies that embed design thinking in digital CX strategy — those that we classified as design led — achieve tangible business benefits. Moreover, we found that the more that design is embedded in digital CX strategy, the more these benefits are achieved.