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Fast and Effective UX Design: Learn the Process

Lesson 5 of 17

Introducing The Client: SmartFeed


Fast and Effective UX Design: Learn the Process

Lesson 5 of 17

Introducing The Client: SmartFeed


Lesson Info

Introducing The Client: SmartFeed

So let's talk about the client today so the client is smart feed it's an amazing product is super cool idea it's about serving better media for kids this is where their current m v p is we already two two exercises with them before this we did the brand attributes which again we brainstorm for a few minutes all these then we chose the top five and we chose one so their culture is inspiring, their users are overwhelmed or want to be in control, the voices credible, their feelings is empowered impact that they make on people is they give them peace of mind the x factor what makes him a little different is power to parents we did one customer on notice that there's always prior to station I choose three so why three it's the first hole you know, number it's a good number to work with it's somewhat artificial, but I'm forcing them to decide because three isn't better than five or six or seven and it doesn't mean what I say is it doesn't mean that these things aren't priorities. It means th...

at these are the things we're going to focus on first and you need to choose which ones you're gonna focus on first that also plugs into the business goals because now you have those driving each other so together and I also do that exercise to where I show business goals and user needs the priority ones. And what are the things around that that air features and functionality that makes sense for the product in this situation? There's a third step in the process that you can take, which is to actually estimate the cost in the time using, you know, agile or scrum on dh that definitely it's a different layer, and not of course, today that I'm teaching, but we could definitely get into that at some point in the future. Here's what the brand statement said, keep in mind this is internal, not external this's just to explain it to the team, I didn't write this the team this these are this is a mad lib name provides media management to user busy parents, culture inspire in an inspiring way or platform voice credible, helping them feel empowered and have peace of mind. It wrote itself from those attributes so smart people, smart feed provides media management too busy parents in an inspiring platform with a credible voice, helping them feel empowered and have peace of mind. Do you understand what smart he does from that? This is how I briefed the team. Now you can write that into mission statement, you can write that into something else. Reality begins in language going back to the tower of babel metaphor that we talked at the beginning going back to the different interests of people language is the number one cultural software that we use to understand each other. So where we start is with the agreement of what it is that it is meaning what is it that we're doing? What's the idea, the product, the service in concensus, meaning we did it together, it wasn't dictated by the ceo. You didn't come up with a genius brand statement, the team did it. So what what happens? They own it. The whole team owns what we're about to do. There is no disagreement. The vision mission, whatever for the organization is not in question. They most of the times client will say, wow, this is better than our mission statement and you just did it in twenty minutes. I had this we spent, we just hired an agency to do that. We spent six hundred fifty thousand dollars and you just did a better job in twenty minutes. And what was my response? Damn, I should be charging you more.

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.