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UX Career Progression: Finding a Niche & Building a Personal Brand

Nick Finck
March 07, 2013

UX Career Progression: Finding a Niche & Building a Personal Brand

A brand new talk that I am working on, presented for the students of SVC's UX Level 2 class lead by Kevin Wick of Frog Design.

There are many things you learn as a UX designer that come from classrooms, articles, or books. This series covers UX career progression from the perspective of what is not yet covered in a book. In this first presentation of the series I am going to talk about finding a niche in what you do within the field of UX and how to build a personal brand that can enable you to get the kinds of jobs and engagements you want as you grow you career.

Nick Finck

March 07, 2013
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  1. Finding a Niche & Building a Personal Brand
    March 7th 2013
    presented by nick finck
    UX Career Progression

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  2. Who the heck?

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  3. Photo credit: Jeff Croft
    Director of UX
    projekt202
    Personal Site
    NickFinck.com
    Twitter
    @nickf
    Notable
    UX toreador

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  4. ...or you can just call me “dude.”

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  5. we make software make sense.

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  6. 100+ designers, technologists, researchers, & strategists
    3 studios + 5 satellite offices
    Denver
    Austin
    Seattle
    Berlin
    Dallas
    Denmark
    Los Angeles
    Philadelphia

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  7. Some of our clients

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  8. Career Progression

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  9. ”The User Experience Honeycomb" by Peter Morville
    Findable
    Desirable
    Useful
    Usable
    Valuable
    Accessible
    Credible
    User Experience (UX) is about how a
    person feels about using a system or
    device.
    What is the user experience?
    •It is not:
    • Designed
    • Objective
    • Procedural
    • Static
    It is:
    • Designed for
    • Subjective
    • Philosophical
    • Dynamic

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  10. The Disciplines of UX

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  11. Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    The Six Core Disciplines of User Experience

    View Slide

  12. Understanding Information Structure
    Behavior Aesthetics Measurement
    Distilling Down the Disciplines of UX

    View Slide

  13. Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    Just Like Cookies, UX Comes In Many Flavors

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  14. Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    You Can Wear All The Hats & Be A Generalist

    View Slide

  15. Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    We Call These Generalists “UX Designers”

    View Slide

  16. Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    We Call These Generalists “UX Designers”
    UX Designer

    View Slide

  17. Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    Or You Can Wear Some Hats

    View Slide

  18. Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    Or You Can Wear Some Hats

    View Slide

  19. Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    Rather Than Call You A IA/IXD/Content Strategist...

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  20. Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research UX Designer UX Designer
    UX Designer Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    We Just Use The UX Designer Title

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  21. Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research UX Designer
    UX Designer
    UX Designer
    Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    We Just Use The UX Designer Title

    View Slide

  22. Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    Or We Can Specialize

    View Slide

  23. Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    Or We Can Specialize

    View Slide

  24. Usability &
    Analytics
    Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design
    Understanding the
    people who use a
    product or system
    through
    observations.
    At A Granular Level

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  25. Usability &
    Analytics
    Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design
    Understanding the
    people who use a
    product or system
    through
    observations.
    At A Granular Level

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  26. Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Information
    Architecture
    At A Granular Level

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  27. Taxonomy Findability Search
    Information
    Analysis
    Information
    Architecture
    Library
    Science
    Information
    Design
    Wayfinding Information
    Strategy
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Information
    Architecture
    At A Granular Level

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  28. T-Shaped People

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  29. “However, the speed with which media agencies (and
    clients) have embraced communications planning has
    caused concern. For it to really work, communications
    planners need to be "T-shaped" people. ... "T-shaped"
    communications planners, with a background in media,
    have a deep understanding of media, and a broad
    understanding of the other disciplines within the
    marketing spectrum.”
    The hunt is on for the Renaissance Man of computing
    By David Guest in 1991

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  30. “IDEO [...] is famous for its method of innovation based
    on intense cross-disciplinary project work. To pull this
    off, the company has long practiced the art of
    collaboration and the development of a certain kind of
    talent: T-shaped people.”
    Morten T. Hansen’s interview of IDEO CEO Tim Brown, 2010

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  31. Distilling Down the Disciplines of UX

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  32. Designing the
    interactive behaviors
    of a product or
    system with a
    specific focus on
    their use.
    Designing the visual
    qualities of a product
    or system in an
    aesthetically pleasing
    way.
    Planning for the
    creation, delivery,
    and governance of
    useful, usable
    content.
    Identifying and
    organizing
    information within a
    product or system in
    a purposeful &
    meaningful way.
    Measuring the quality
    of a user’s
    experience when
    interacting with a
    product or system.
    User Research Content
    Strategy
    Information
    Architecture
    Interaction
    Design
    Visual Design Usability &
    Analytics
    Understanding the
    people who use a
    product or system
    through
    observations.
    The Six Core Disciplines of User Experience

    View Slide

  33. Graph The Skill Level By Discipline
    User Research
    Visual Design
    Usability & Analytics
    Content Strategy
    Information Architecture
    Interaction Design

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  34. Graph Your Skill Level By Discipline
    User Research
    Visual Design
    Usability & Analytics
    Content Strategy
    Information Architecture
    Interaction Design

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  35. Graph Your Skill Level By Discipline
    User Research
    Visual Design
    Usability & Analytics
    Content Strategy
    Information Architecture
    Interaction Design

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  36. Graph Your Skill Level By Discipline
    User Research
    Visual Design
    Usability & Analytics
    Content Strategy
    Information Architecture
    Interaction Design

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  37. Graph Your Skill Level By Discipline
    Interaction Design
    User Research
    Visual Design
    Usability & Analytics
    Content Strategy
    Information Architecture

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  38. Keep Up To Date

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  39. Responsive Web Design

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  40. Beyond what we think

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  41. Building a personal brand

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  42. Distinguish yourself and what you do from the competition

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  43. Color and Typography

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  44. View Slide

  45. Let color surfaces your personality

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  46. View Slide

  47. View Slide

  48. Engaging with the industry

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  49. View Slide

  50. View Slide

  51. View Slide

  52. View Slide

  53. View Slide

  54. Be consistent for better association

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  55. Making connections and expanding your reach

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  56. Networking is a critical component of your career

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  57. Photo by J. Turner Masland
    Attend events to learn, but meet new people!

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  58. Read articles, but write them too!

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  59. Always have a good mentor!

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  60. Thank you.

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