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.

Transcript

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
    

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

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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
    

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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”
    

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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
    

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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
    

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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
    

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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
    

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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
    

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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
    

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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
    

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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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45. Let color surfaces your personality
    

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48. Engaging with the industry
    

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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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