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A focus on CX strategy and execution reaps rewards.

A Forrester consulting thought leadership paper commissioned by Adobe|October2016

Project Director: Christine Murray Brozek, Market Impact Senior Consultant | Contributing Research: Forrester’s Customer Experience research group

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, andinterfaces.

In this changing landscape of customer goals and choices, design becomes a key business advantage. A well-crafted experience — one based on deep customer understanding, effective visuals, and relevant interactions — can make the difference between a loyal, repeat customer and one who gives up and walks away unsatisfied. As one notable designer put it, “Design isn’t just about beauty; it’s about market relevance and meaningfulresults.” 1

In July 2016, Adobe commissioned ForresterConsulting to explore the hypothesis that embedding design practices in digital CX strategy creates a tangible and measurable business advantage. Drawing from Forrester’s existing research and frameworks, Forrester developed a design maturity framework (see Appendix C) that was then tested, validated, and refined based on six in-depth qualitative interviews that examined the factors that define a differentiated design practice and how these factors impact the business outcomes of digitalCX.

To expand on the insights gathered from the qualitative interviews, Forrester conducted a quantitative survey of 339 digital CX decision-makers at enterprises in the US, the UK, France, Germany, South Korea, Australia/New Zealand, and Japan. Based on the framework and the qualitative interviews, we grouped respondents into two cohorts based on the extent to which design influenced their firm’s digital CX strategy: design led and non-designled.

Our 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 areachieved.

Key findings.

The impact of collaborative design processes, which are embraced and facilitated by users and leadership alike, is broad-reaching in a differentiated practice.

In design-led firms, design permeates the organization beyond the product teams; it’s embedded in the culture. And there is an ambition to always dobetter.

Design staff, leaders, and overall employee belief in the value of design are all important components of a design-led organization.

These companies support a range of skills, from more senior or more strategically oriented designers to more junior or more tactical designers. Teams use collaborative processes and tools to unify workinggroups.

Design-led firms embed tactical and production-level design from strategy through application across the user’s experience.

Design is used both at the strategy-setting level and to tell a consistent story across the user experience. Design focuses on experience design as much as visual design, and there is a shared brand vision among employees, who internalize design as a core value of theorganization.

Today’s consumers, empowered with devices and technology, are using the tools at their fingertips to make more informed choices. Their expectations are high and continuing to evolve, and if an experience is not well designed, they will simply choose to take their business elsewhere. Companies must create exceptional digital experiences in order to stand out in an ever-expanding competitive landscape. To survive, brands must be customer obsessed; they must understand that consumers see a brand, not multiple channels, and they must deliver a consistent and seamless experience that connects with consumers on an emotionallevel.

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Gorton Community Center

Come out to Gorton for a night of storytelling with some of the best storytellers in the nation in the state of the art John Nancy Hughes Theater.

Featuring live music from young Indie-Folk artist Ali Jackson starting at 7:30 p.m.

Feel free to read more about our stunning lineup of storytellers down below!

Ali Jackson is a 17 year old Indie-folk performance artist from Lake Bluff, Illinois. Her stirring vocals and arpeggio style of guitar playing convey the honesty of emotion found in her folk music selections. In her own compositions Ali draws on life experiences, whether fond memories of her childhood home in Texas, or the challenges of opening oneself up to trust in a relationship. For Ali, life is a “work in progress”, and song writing is her way of capturing life’s unique moments. Ali is a member of the Midwest Young Artist ensemble “VX”, astudio recording group lead by Emmy-winning Composer and music producerGary Fry. She has performed at the Village Tavern in Long Grove, The Canopy Club in Urbana, IL, Bennett Gordon Hall at Ravinia, Uncommon Ground in Chicago, and in the 2017 Lake Forest Days Parade. She gives a lot of her to entertaining the residents at various retirement homes. Check her out at !


Master Storyteller Sheila Arnold Jones has been gifted by God with performance skills and has been using this talent since she was eight years old. She has been a full-time Storyteller since 2003 sharing a variety of stories – “whatever fits in her mouth”. She travels throughout the country, including annually in Gurnee and Dunlap, Illinois, providing Stories, Historic Character Presentations, Christian Monologues and Professional Development for Educators to schools, churches, libraries, organizations and Storytelling Festivals. She also has been a historical consultant for museums and organizations – transforming primary source documents into engaging stories. Sheila is often interactive and many times intersperses stories with song. Sheila has participated in Storytelling Festivals in Virginia, Nebraska, North Carolina, Ohio, South Carolina, Connecticut, Georgia, Kentucky, New Hampshire and Tennessee. Sheila did a variety of jobs prior to full-time Storytelling – a Colonial Williamsburg Manager and Theatrical Interpreter, Social Worker for aggressive adolescents with emotional problems, an in-house Residential Counselor, a tour guide, pizza delivery person, Executive Assistant and Receptionist. Sheila currently resides in Hampton, VA and is married to B. Lamont Jones.


Philip has been a full time actor and comedian for the last 30 years and is extremely excited about this portion of his career as a storyteller. As an actor he has been seen in film and television, including Chicago Fire and Chicago Med, Empire, Mind Games, Early Edition and Dharma and Greg. He played Joe Pitt in the national tour of ANGELS IN AMERICA: Millennium Approaches and Perestroika originating at The Royal George Theatre and played Kurt in the Joseph Jefferson award winning production of The Dance Of Death at Writers Theatre. He has appeared at Steppenwolf, Court, Timeline, Chicago Shakespeare, ATC, American Blues, The Illinois Shakespeare Festival, and The Paramount Theatre. This spring he will play Dr. Thomas Stockmann in Robert Falls’ production of An Enemy Of The People at The Goodman Theatre. For the past 28 years he has toured the country with his one man silent comedy show MooNiE: Juggler, Ropewalker, Foolish Mortal! And has over 7500 performances under his belt. His show has received The Renaissance Award for best solo show in the country for the past 6 years and best over all show twice during that time. As a storyteller he has told stories in the ongoing storytelling shows Story Sessions, This Much Is True, Do Not submit as well as The Witching Hour festival in Iowa City. He will premiere his one man storytelling and comedy show, This Was Not The Dream, this summer at The Illinois Shakespeare Festival. He is the proud father of four and lives with them and his wife Genna in the Chicagoland area.

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