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Fast and Effective UX Design: Learn the Process

Lesson 7 of 17

Meet the Client: The SmartFeed Stakeholders


Fast and Effective UX Design: Learn the Process

Lesson 7 of 17

Meet the Client: The SmartFeed Stakeholders


Lesson Info

Meet the Client: The SmartFeed Stakeholders

We have an absolutely, really life client here in our workshop today working with jose and we're going to discover the u x the user experience for their mobile site. We have smart feet and representing smart feet is lindsley donnelly, susan george and dd angle so ladies, welcome. Thank you so much. I've been on your website, I see what you're about to do for the world, and I have nephews and I have lots of little kids in my life, so the ability to be able to organize all all that media out there for them, I think is brilliant. So, folks, we encourage you actually dd I'm just sorry, lindsey, and we start with you. Can you tell us the folks out there? What the hell is for the site? Yes, it's the smart feeds the dead, the dead, the smart feed and we'd love to have you come and visit it in see ways that we hope we can solve some kids media management challenges for parents. Cool. All right, thank you, jose. I'm your show taking so much back to me here in the studio. So this segment is goin...

g to be interesting because what I'm gonna do is I'm gonna break the fourth wall a little bit and kind of set it up so that both the audience attending and us to client know what's going on or what's happening in my head versus not so this is rare to have a big audience when you're doing it with a client. So for the sake of argument, you guys are also going to be part of the team to some degree, which some of you are now, that doesn't mean that all of you canaletto once a oh and contribute, but you can raise your hand and potentially contribute some of the components specially since we have other team members in the audience for it the way that I can start this is you did see the first segment, which I did not know you were watching, but I didn't say anything horrible trying to do some to diligence pay attention the back good, I'm glad I'm going to do it just like any other session. So one of the key things guys and this is again breaking the fourth wall is how do you establish you know, a report with your audience or with your team? And I have the cards from this morning here as like petals, like in a band of the things that you guys want to focus on, and I know that for a tino for example, you know, working with an executive team is important, so the idea of really getting to know the people and having a good sense of report with the team is super important you do that before you did during the early process. If you're a designer who's selling, you do it during the sales process, these are people you're gonna have to be fairly intimate with in regards to the work that you're doing and knowing about their businesses and being an advocate for their businesses being part of their team. So this designer client relationship, it just doesn't work for me. I mean, I don't I'm not a designer on your team, part of your team, you know, I'm not a service provider, I'm an asset, so different mindset and how you feel versus one before you were giving it task. You know, eric, you might be given a task today do this illustration in this layout for us, this is different, you're now facilitating for the business so it's a different role. So with that said, the first part that we're going to do is we're going to ensure that you guys get what you want out of it, but also that we know a lot a little bit about each other and also in this case, there's an audience watching so an exercise for breaking the ice within a facilitation environment, aside from the brand attributes exercise, which we already did on the phone and got to know each other and I should have fairly late to, uh which is rare I don't know that that often um your name where you grew up and one thing that most people in the room might not know about you so lindsay donnelly quite a lot else in that name I grew up in texas in a different city every year until I was in high school so coming in and out of environments that learning people with something I got, uh training ground early and you might not know that I was named after my grandfather's military academy for boys that's a weird one yeah, you're the ceo of I am the ceo and founder roast market you should be a former consultant. Yes. So I have had a chance to work into commerce since nineteen ninety nine and so I have a passion for understanding how people on the other side of the screen or feeling and interacting with things. And so I did it in the arch craft space for a business called joanne dot com which went went on to join in fact we know john well macro made from their fantastic fantastic and hopefully not that is not true not on dio straight up for retail. I like that um and then went on to work at wine dot com which is another kind of business that people are pretty enthusiastic about their wine and so it was kind of a natural one to think about how to bring some of those lessons into a problem that our family was tackling on kids media management awesome thank you, linds we appreciate that. Um so my name's dd angle some people call me d and I grew up in palo alto, california so not too far away and one thing that people might not know about me is that having to little boys who are seven and nine I know a lot more about football trivia than I ever have in my life or cared to have and it's a lot of fun they've had boys dressing up this football players for several halloween's now what team has won more than three super bowls consecutively between nineteen seventy six in nineteen eighty two go forty niners I'm joking having no idea prison right krystle thank you. I appreciate that and last but not least susan thank you I'm susan george I grew up in atlanta georgia um and always wanted to name a child georgia but it doesn't work well with george howe and I've worked in silicon valley and with startups for many, many years about fifteen to be exact and something that people don't know about me I once had a voicemail from oprah winfrey wow, it was like it was not like blasted out two million the people it was really we can use and what do you mean tuesday? You know I'm thinking about like you know she did say going jones it's oprah when free as if I know other oprah jones I don't thank you for sharing that's pretty amazing so one thing real quick what I just did there is not for the show or for creative live I would actually do that during the session like to get to know the people especially when you come in cold sometimes I come in to facilitate a session for a startup I've never met the people on dh sometimes I don't know a lot about the startup and that's ok in this case I know a lot more how much you know and how much you prepare for it it really depends you don't necessarily have to know a lot but you should really establish a connection quickly you'd do not want to not have a connection and be awkward in the room which is going to be a big challenge and if it's awkward say it it's awkward I feel quite awkward this is this is weird right you know to be doing it in front of cameras on that sweating yet but I'll start in the second on I forgot to wear deodorant I don't know so just just clear the room like with that way she's like that's inappropriate that's so inappropriate but that's what you want because you want people to talk you want to set it up so that people say things and share so we share with them, thinks it might be inappropriate, or like then they'll share inappropriate things, all right, so let's, get on with it. So the first thing we're going to do and supplies wise, amusing, custom printed cheats that already had the template on it. If I'm using white ones, I'll have the this and workbook form next to me, like I actually know, so I can draw the exercises. I know which ones I'm going to do specifically, I have the agenda here, but here's, a trick. We're going to do the agenda with them, so I'm not imposing the agenda in the session. We're doing the agenda of the other.

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.