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Criteria for Experience Designers

1.   CONTEXT

 The candidate should frame the project by explaining the user’s context, client objectives and desired outcomes. An ideal presentation demonstrates a clear understanding of the target users, including any personas, user journey mapping and any research findings that influence the project’s direction.

 In this section, we evaluate: 

  • Project Brief & User Research: The clarity of the project objectives, understanding of the user needs and background research, including personas and user journeys.
  • Understanding of User Needs: Depth of knowledge about the user, their pain points and how the design addresses these.
  • Relevance to Experience Design: Identification of specific user experience challenges, restrictions or special considerations related to the final design.

UX-Specific Content:

  • Clarity: Has the candidate clearly defined the project objectives in relation to user needs and experiences?
  • Knowledgeability: Does the candidate demonstrate a deep understanding of the user and their interaction with the product/service?
  • Proficiency: Is the presentation of user research and insights professional and effectively used to inform the design?

2.   PROCESS

The candidate should outline their experience design process, identifying steps like user research, wireframing, prototyping, user testing and iterative design. The presentation should show how the project evolves through concept development, usability considerations and strategies for addressing user feedback and unforeseen challenges.

In this section, we evaluate:

  • Design Process/Approach: Appropriateness and depth of the design process, including user-centred design methodologies.
  • Strategies to Address UX Constraints: How well the design strategy addresses user needs and technical constraints.
  • User Testing and Iteration: Evidence of usability testing, iteration and refinement based on user feedback.
  • Project Management Strategies: Management of timelines and resources in relation to the design process.

UX-Specific Content:

  • Appropriateness: Does the design strategy align with user needs and experience goals?
  • Originality: Is the design approach tailored to enhance the user interactions and satisfaction?
  • Proficiency: Does the concept development demonstrate expertise in UX methodologies, including effective use of wireframes, prototypes and testing? 

3.   SOLUTION

The candidate should present a solution that effectively addresses the user experience challenges and meets project goals. The solution should demonstrate a holistic approach to Experience Design, considering usability, accessibility, interaction design and content strategy.

In this section, we evaluate:

  • Usability and Accessibility: Effectiveness of the design in providing an intuitive, accessible experience for all users.
  • Interaction and Visual Design: Proficiency in creating engaging and effective user interfaces, with appropriate use of design elements like typography, layout, colour and hierarchy.
  • Content Strategy: Alignment of content with user needs, ensuring clarity, relevance and consistency across the experience.
  • Quantitative Evidence: Metrics such as task success rate, user engagement, conversion rates, NPS (Net Promoter Score) and other relevant KPIs.
  • Qualitative Evidence: User feedback, testimonials, case studies and insights that demonstrate the design’s impact on the user experience.
  • Outcome Relevance: Connection between the design outcomes and the initial user-centred objectives.

UX-Specific Content:

  • Compatibility: Are the design elements, interaction flows and content appropriate for the target audience and context?
  • Originality: Is the solution innovative in enhancing the overall user experience while staying true to the project challenge?
  • Proficiency: Does the candidate demonstrate advanced skills in UX/UI design, interaction design and content strategy? 
  • Evidence: Does the candidate demonstrate (e.g., usability test results, user satisfaction metrics) that the design effectively solved user problems?
  • Relevance: How well do the project results align with the initial user experience goals?
  • Proficiency: Did the candidate deliver a user experience that meets or exceeds expectations, based on the evidence provided?