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Fast and Effective UX Design: Learn the Process

Lesson 1 of 17

Class Introduction


Fast and Effective UX Design: Learn the Process

Lesson 1 of 17

Class Introduction


Lesson Info

Class Introduction

Hello and welcome to creative live we're here today with fast and effective u ex design learned the process with jose kobol er my name is jim kentucky I'm going to be your host today I want to tell you a little bit about jose jose is one of the masterminds behind school one of the country's leading design education cos some of his clients include al gore, thomas kelleher, disney and nike and let me tell you we have a great day ahead for you we're going to cover this morning a little bit about the basics of u ex design but then we're coming back with something very very special this afternoon we are bringing in smart feed their company and we are jose is actually going to design their full on interface for their mobile site and you're going to get tau watch it live as he works with a real client so jose take it away awesome thank you so much appreciated him so let's get started good morning everybody it's going to be an interactive session and it's going to be a lot of fun as jim said i...

s fast and effective you ex design and learning the process and in the morning session I just wantto cover some of the basics and really talk a little bit about the differences between what we're going to do today and what some of you might perceive as you ex design so the key thing, though, is that we're going to do a live work session with a client with smart feed. So today, it's not really a class it's a live session with a client, so you're getting to sit in on something that might happen behind closed doors with executives in a client in a start up in this case scenario, and this is appropriate because we are in the city of start ups and let's talk about start ups just for a second there. This is it from steve blank, who wrote a book called the four steps to the epiphany. A start up is an organization designed to search for repeatable and scalable business model. So interesting distinction the job is to continuously search for a business model you might not have it completely defined. It might not be completely baked together. The best analogy is it's like building an airplane while you're taking off and flying that's what my experience was, startup says, and the reason why I am starting with this is because her several mistakes that happened sometimes and start ups, one of them it's really simple designing for yourself, whether it's, the u ex designer, or whether it's the ceo or whether it's, a cto people have the tendency to say this is what I think should be that's a mistake, number one number two is not having a framework for user driven design, meaning who's doing what one is it happening? How is that happening there being no riel framework notice I'm not calling it process free market process are two different things I don't like the word process even though it's a very important word the third one is building too much. I would say the first hundred thousand dollars of funding are always what I call the learning cost because the team is spending it on figuring things out so and taking too long to validate it meaning to release and to understand whether it is what the users wanted the end of the day or not the math it's about eighty percent of what you build this usually not right, only twenty percent of it is right here's how to avoid them the first one is what we're all here user focused design so that's an important one the second one brand driven user experience process now the distinction there I put brand driven and your guys they're going to see this afternoon what I mean by that and finally defining prototyping and testing quickly so here's some challenges that happened within those the number one challenge how to best to find your users I get a question asked all the time where did you get that information? Did you get it from data did you go do use her research? Did you do interviews that you talked to users and you get from social media? How did you get the data? We'll talk about that a little bit, but I'll tell you now that most of the time ceo or the founders represent a subset of the users and they know their users fairly well, so just getting the information out of them to start as a hypotheses usually works fairly well. Um, you don't have to go necessarily too deep, but it's, good to have interviews and research and surveys and all those things and being able to synthesize those number two. How do you translate all these things? You know, how do you translate their user needs and the business goals into design into screens into, like the actual product? What is the magic? What? How do you make decisions between here's the data I have here's what it needs to look like, number three, the team one thing that I'm going to talk about a lot today, that the majority of problems with you x and with process in general, within a startup or in what you're going to do, the majority of the problems are people, period, people in process. Most of your time is going to be spent dealing with that and what I'm teaching you today is actually about that here's a big question who is this for? Is this for me and my person a mind the right place most of you I think you're in the right place. Designers transition to u ex raise your hand if you're transitioning to u ex a designer trip there you go in house managers trying to wrangle teams raise your hand if you're dealing with that wow, we have a good even split a few more managers and designers start up entrepreneurs or you're planning in the future to do a startup look that pretty they even so we have a perfect audience today and I'm pretty sure you at home will fall into one of these categories and if you don't welcome anyway, hopefully you'll get some value out of that here's a big question who's this dude I was talking to us so jim introduced me fairly well and I'm the chief content officer for this school which I co founded and yes, we teach business to designers you ex sales all the things that we didn't get tied in art school here's the bigger question you guys were asking where you qualified to teach this I mean we don't know you so that's a really good question now yes I did attend one of the top design schools in the world but that's not even close to being enough. Yes, I did start my career at one of the first digital agencies in the nineteen nineties. Ah, you guys might recognize that place called razor fish, and, yes, I did run a digital agency for eleven years, and even though I was a few pounds heavier there, I got a lot of experience from that and worked with hundreds of clients and over thirty startups. Here's, here's the reality. One thing has made me more qualified to be a u x designer than all of those things that preceded it. And that's what I was born, the son of a teacher and a preacher in a third world country, why's that nothing prepares you more for caring about other people users than church teaching and being an outsider. How many of your outsiders here from another country, another culture that makes you a much better u ex designer? Because you have the ability to look from the outside in to sit on the wall and notice the differences between how you are and how those people are so really leverage that my mom was probably one of the most carrying people in the world, and she went out of her way to care for others. That to me, makes me better than almost anyone, so you guys could leverage those experiences here's everything. What prepares me to be a good facilitator? Attention deficit disorder. So it sounds like a disorder, but it's the traits in eighty, you have the ability to multi thread you, khun sense everything at the same time. You can listen to multiple conversations. It gives you a huge leg upin the ability to facilitate if you don't sometimes is overwhelming. You're, like, overwhelmed by the client by the people by the input. So that definitely gives me a huge leg up. It does distract you a little bit. So you know, squirrel. All right, forget about the squirrel let's. Talk about you guys. Why are you guys here? So all of you are here to get something out of value. I want to spend a minute or two to write that down on dh. Make sure that I know why you're here. So just raise your hand in an orderly fashion. We have a microphone that we can pass around and give to the folks. Parry, tell us, harry. Yes, eso why I'm here is I work with a ton of startups and I put together teams of designers and you ex new ai designers, technologists, and I just want to get some insight into the kind of thinking that goes into interviewing startups and determining you know what they're thinking about and how to howto manage the most appropriate product market fit in that whole process so you want to get inside zion how to manage your start up people yes, something like yes and the process right exactly how to manage people the process you awesome. Thank you very much appreciate a tino in the back you're kidding and to know how to manage people in process people's it so my I'm here because I I run on and in house does your team fairly new team a small team and one of my biggest issues right now is that a digital and my company is a fairly new thing so I'm having to deal with a lot of people, especially at the top that aren't familiar with digital process. So that's that's what I'm trying to find out exactly how to help manage up and what did you study to know you're a designer, right? Yes doesn't know you're a manager and a manager got it so educating up is that educating a yes and like you mentioned the beginning working with people is probably the most difficult thing right now and working with people awesome thank you to you know much appreciate it anybody else sir chris and tell us your name when you started what role you play my name's kristen I'm, uh maura founder entrepreneur than anything else the thing on most like to learn is is I feel comfortable with the gather the pool of desires from the consumer and I feel comfortable with there's an in product the prioritization of the ideas that the consumer has because there's limited resource is and getting to that so that everybody on the team says that's it those are the three things I care about the rest for today we'll just have to wait gotcha so prioritization relative to the actual ability to execute I love it thank you chris much appreciated anybody else let's do a few more room and tell us your name what do you do? I met him sharon I'm the business design director at an agency sources I'm agency called fjord and which is not part of the century jose and I've and mary actually work together in the early days of razor fish so it's good a long time ago in a galaxy far away almost twenty years you look pretty good for the way you know and you know the principles of what you talked about it learning about, you know, we go to schools I haven't engineering degree, but I've transitioned into the world of digital in the early days as well to so and when you rise up into the management ranks sometimes it's important to actually still kind of stay connected to the people that and understand what they're doing so that as I you know, navigate the clients or opportunities within for the agency I know and it can be converse in't and understand the disciplines of the things that the people that work around it so that's why I try to kind of say fresh and come to these classes so you want to get a sense of, uh, the role of user experience of facilitation you really you're here because you're a professional and you want to continue to grow yes, awesome I love that so I'll put it down as how is this different and valuable? So what you're going to learn today that's affair that sounds great awesome. Thank you so much. You won't appreciate it valuable chris I mean eric sorry yes so I designed book covers so you x is brand new to me and that's why I'm here so you're making the transition well, welcome print designer welcome to the world of you x there should be some like, you know, print designer like a symbol of some sort I don't think there is, but maybe we have been kind of fingers true that thank you eric I mean, he was christie I co founded a company called millennium mines and were in the field of human engagement on a bunch of the clients I figured they were interested in doing that and building user interfaces for that purpose and so I'm sort of interested in finding out how can I engage customers at the end of the day and how can I use you ex best jews got it so you want another relationship with the customer like really? So I'll just put and customer engagement that's a really that's a really good one, so thank you, chrissy appreciate that anybody else one more tomorrow? Hi, I'm marie and I'm in interactive digital producer for a television station and I I wanted to get well, I feel like I have an intuitive knowledge of what u ex design is and it would just be great to have a vocabulary and a better foundation or understanding it so you want to go from just conceptual intuitive to getting some actual solid something checks it's called chunks chuck's I said vocabulary in chunks not like but e even though I could get nervous and go out but yeah, thank you so much, marie, my name is anita and I have a bag on graphic design I'm interested and transitioning to being becoming a u x designer so you're you're you're going from print to web I do a little bit of web I want to do it better better so anymore you ex focus of transitioning to you explain awesome if there's no one else thank you very much for everybody who contributed much, much obliged so that's you guys and a note and breaking the fourth wall since it's a course I'm doing the same thing that we do in user experience I'm actually getting to know every single person so that while I'm delivering the topic I can pinpoint it to you as an individual in you accident web terms that's called personalization so I can say you know aaron, you know you wanted to know about x y z you know, here it is and pointed out in my presentation etcetera, etcetera if that makes any sense and this is something that I do it every time I talk or every time I do a class I really find out what it is said that people want to get out of it and if I can deliver that by the time I'm done, then that wasn't great you know, great user experience so here's the agenda for today and you'll notice that we've already gone through the introduction through the you notice that there's also time on every single component and I'm actually tracking it fairly well we're actually sixteen minutes in this is twelve so that's a principle that I also use in facilitation that I'm using in this and I using everything because I'm super a dd so I have to break things into really granular chunks other ways what happens swirled remember that way we'll be talking about something else over here

Class Description

Short on time? This class is available HERE as a Fast Class, exclusively for Creator Pass subscribers.


  • Create and interpret user profiles
  • Accurately assess business goals and requirements
  • Sketch wireframes for a website and mobile app
  • Facilitate an efficient UX design session with tools that work


Navigating the UX design of a digital project can take weeks and even months - in Fast and Effective UX Design: Learn the Process, design veteran Jose Caballer boils it down into just one action-packed session with a real client.

The designer’s role on a team is changing in the start-up age, and navigating competing interests and priorities on a team can be challenging; Jose demonstrates how to facilitate the UX design process with confidence, efficiency, and finesse. In this rare opportunity, watch him lead a live session with a client, moving from goal setting to user profiles to wireframe design with ease. Jose breaks the classroom’s “fourth wall”, pausing to note facilitation techniques in real time, sharing tips and ready-to-use templates.

The UX design process is about facilitating, listening, and translating. In Fast and Effective UX Design: Learn the Process, Jose Caballer shows you how the pros do it, and equips you with what you need to do it yourself.


This class is designed for creative professionals new and veteran to the UX design process: start-up entrepreneurs, UX designers, designers transitioning to UX, project managers, and more.


Jose is the co-founder of The Skool, an education company that teaches designers, agencies and corporations the design of business in the 21st Century. He studied graphic design at Art Center College of Design and was trained in digital “on the streets” of the .COM boom in the 90's. In 2001 he founded The Groop, the digital agency he led for 11 years, working with diverse clients such as Al Gore, Jamie Oliver, Thomas Keller, Alice Waters and corporate clients like Disney, Nike and Myspace.

Today he combines his 19 years of digital experience and his passion for teaching at The Skool. He has trained thousands of professionals through workshops and webinars worldwide.


  1. Class Introduction

    Jose lays out the framework for this session: what will you learn in this course? What are the most common issues that start-ups and teams have during the user experience design process? How can you overcome and avoid these challenges? Jose models canvassing for user needs by noting what his students want to learn, tailoring the session to their needs.

  2. UX Facilitation Overview

    What does it mean to work as a UX designer? Jose aligns us in UX fundamentals and terminology as a starting point, sharing his interpretation and visualization of the design process. What role does empathy play in design thinking?

  3. Brand Attributes, Customer Profiles, & Business Goals

    How do defining brand attributes help the UX process? How do you create effective customer profiles? Jose outlines how to streamline the process for your client as a user experience designer. Often establishing strategic alignment alone can take weeks - Jose demonstrates how to align brand, user, and goals with efficiency.

  4. The Facilitation Framework

    Great UX takes even better planning. Jose accomplishes a weeks-long process in a single session, so every minute counts. Learn about the facilitation framework Jose has developed, its benefits, and tips and exercises that synthesize thinking and produce lasting results.

  5. Introducing The Client: SmartFeed

    Meet the SmartFeed team, curators of safe, educational, and entertaining digital media content for children, managed by parents via playlists and recommendations. Jose models aligning his client’s interests with his own and sets the stage for the live UX design session.****

  6. UX Overview Q & A

    Before diving into the live session, Jose answers audience questions. How many users is sufficient for usability testing? When do you stop iterating? How do you define your users? How do you help a client narrow down their business goals? What promises can you make to a client?

  7. Meet the Client: The SmartFeed Stakeholders

    Break the ice with the team: what has brought SmartFeed team members to where they are today? Watch how Jose establishes rapport with his client and invites audience members as contributors to the table. Positive and effective design experiences begin with establishing team members as assets.

  8. Alignment Exercise

    Aligning team members helps set up a session for success; Jose models how to facilitate an alignment exercise in under seven minutes, resulting in a collective goal statement that will bookend the session.

  9. Creating an Agenda

    What are planning best practices? How do you structure sessions to allow for optimal productivity? In this lesson, Jose shares his agenda-crafting resources and discusses user research. The team reviews the “Manager Mom” user profile, and Jose advises where to look first for real users.

  10. Creating a User Profile: Single Dad

    Learn how to create user profiles using Jose’s template and watch the team (including live students) bring the “Single Dad” user to life. Jose models how to correlate user solutions with user needs, and how to combine and prioritize solutions.

  11. Creating a User Profile: Millennial Mom

    How do you construct user profiles that complement each other? The team rounds out its collection with the “Millennial Mom”, demonstrating how deep to go when creating user profiles.

  12. Defining Awareness Goals

    Good design alone isn’t enough to guarantee the success of a final product - how will your product gain traction in the real world? Popularity and downloads come from distinct and calculated actions, and Jose models how to define and prioritize awareness goals. Learn how to determine short, medium, and long term priorities in an objective way.

  13. Establishing Efficiency Goals

    The product design process can fall apart when it focuses too much on the product versus the start-up; Jose addresses how to approach the process with design thinking and efficiency goals in mind. Learn how to use his protocol for developing efficiency goals as a team.

  14. User Story Introduction

    How do you develop a user story in a way that easily translates to the creation of information architecture, or site maps and user interface, whether for web design or mobile apps? How do you use customer profiles to craft a user story? Jose introduces a three-part process to create a user story: Find out, Engage, and Return.

  15. Sketching The User Story

    Watch as Jose models front-end development, synthesizing competing factors. User interface design can be complicated, however learn how to go from user profiles to user stories, to actual wireframes. Jose advises on how to make your product visually stand-out from the rest.

  16. Sketching Page 2

    You’ve got your customer in your app for the first time - they’ve found out about it online, they’ve clicked and engaged, and hopefully you’ve ensured they’ll return. It’s time to build out the interaction design; what happens on the next screen when your customer explores deeper? Jose sketches the user’s journey and the team considers different built-in features.

  17. Checking In: What Is or Isn't Working

    Great user experiences are valuable for the user: Jose models a retrospective exercise to ensure the team is on track to meeting its collective goal, and what can be improved in the remaining time of today’s session. How do you approach user testing to get product validation? And finally, how do you close a session with client in a reflective manner?



Love this class and so glad I bought it. I'll be able to refer back to his lessons again and again. His work with an actual client is what really sets this class apart, having provided specifics on how to ask a client a question, how to get them down to what matters most and on and on! Can not express how valuable this will be for me. Thank you Jose and thank you Creative Live!

Karey Covey

Great session. Covered a lot of information. Only suggestion for improvement was at the end, just giving a quick overview of the entire process again just to tie it all back together. Awesome info, well articulated, and very inspirational. Thank you!

Gary Harding

Have already recommended to a few colleagues. I am web designer, but I see great crossover benefit in strategizing with my web design clients. p.s. I was thinking that a Smart Feed rating could become a standard used by Rotten Tomatoes, Netflix so it would gain more power as being ubiquitous and useful.