Experience Design (XD) Providers
This summer Forrester released a number of insightful reports on experience design (XD), within its coverage of customer experience (CX) space.
A recent example is "How To Select An Experience Design Provider" (July 2018) which explains what XD providers have in common, how they differ, and how to identify the ones that are relevant to a given need.
In Forrester's typology, there are three types of XD providers: Business Designers, Convergent Designers, and Speciality Designers.
There are multiple segments within each type: Business (growth strategies, digital reconstruction), Convergent (digital products, industrial, services, spaces), Speciality (attention, conversion, implementation).
Each segment is defined further through a descriptive list of top providers, but you need to subscribe to Forrester to get the full details.
One chart in the report (above) helped me to understand the relationships better, because of the expansive way in which Forrester defines it.
I currently work in an agency that is listed in the report as an Implementation shop (a segment within Speciality).
"Implementation" agency sounds a bit reductive to my ears, but I believe it is accurate in context because the report is attempting to reconcile the XD capabilities of very different sets of providers (business services, technology services, marketing services).
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