Elizabeth Gould, User Experience Designer, Kent State University

What drew you to study User Experience Design?

I was drawn into UX when trying to figure out what I wanted to do with my life. I graduated with my undergraduate degree, at Kent State University, with a BFA in Installation Sculpture. At that time, trying to survive and pay bills with an arts degree was not realistic. So, I spent some time doing odds and ends until I happened to do some digging in Kent State’s School of Information graduate degrees and saw UXD. After doing some research trying to figure out what User Experience Design was, I learned it was a good blend of Technology along with the bits of an artist’s background. 

Tell us about your experience working in the University Library at Kent State. How  does your library experience inform your UX work?

Working at University Libraries prepared me for the difficulties that come with most front-facing service jobs, along with learning how to manage back-end operations simultaneously.I feel like I have been practicing UX during my entire career at University Libraries, just not from the typical digital standpoint that most people associate UXD with.
When Patrons come to the desk, or call over the phone, they have a general idea of what they want, but sometimes have no idea how they need to access what they need. In my various roles, I have had to troubleshoot and problem-solve all these different issues. Sometimes the Patron was not at fault for being unsuccessful, it was the flow of information that was confusing. Those situations sometimes resulted in having to connect with units who oversaw those operations, figure out their point of view, tell them about the Parton experience, and figure out of path forward that worked for all parties involved. 

What’s something you wish more people understood about design in general or about your day-to-day work?

I wish people understood that it is not always about them when it comes to design. I think the heart of the problem they are trying to solve is about making something better, but there are times when it is not presented in that manner. There are so many different threads that feed a final product and for many reasons, not everyone is aware of those threads. We do not need to understand how to do someone else’s job, but we should become more aware of these threads and how a decision could influence another thread.   

What do you wish more designers understood? Or what do you think the dialog in our community of practice is missing?

In some regard, think our community is missing simplicity. UX is constantly evolving, and evolution is great. Things are constantly being re-evaluated and adjusted to keep up with the market and big enterprises, but it feels like some areas of UX are moving too fast. Is UX evolving for the sake of trying to constantly chase enterprises and stay afloat or is it evolving because there is a functional need for it to change?  The hardest thing I am trying to keep up with is the constant shifting of the names of what we call things.  It feels like every year and a half the names are being updated and now I have to play catch up with my own terminology.

What are you working on learning now, or have just heard about that fascinates you? What would like to learn next?

I am currently learning how to lead and direct as a UXD. In some ways, it is the same as a manager role, but in other ways also very different. Depending on the team, the target goal, the day even, there are so many pieces of the puzzle that I am trying to learn how to keep afloat until I need a specific piece. It is very overwhelming, but I am trying to focus on one element at a time. I am very grateful to my mentors who have coached me and were there to just let me talk through things. I would not be where I am without them.  

UX Akron is a 501(c)(3) organization that runs on the generous support of individual donors and sponsors. Your donations allow us to offer in-person events that are free and open to the public. The majority of the money we receive goes directly to these events. A portion is also used to serve day-to-day overhead and operational needs, such as monthly costs for website hosting and development, online meeting software, etc.

It’s been a rough year for tech, so the genuinely positive energy in the room was actually a little jarring at first. More than 200 tech CEOs, tech professionals, and representatives of 28 tech-centric Partner organizations, like UX Akron, mixed and mingled around cocktail tables set up with pamphlets and trinkets and business cards. Everyone seemed to fall into engaging conversations quickly, and it was great to see just how many tech-focused organizations exist in our area, approaching development from various angles.

In the keynote, the Founder of Overdrive, Steve Potash, spoke about the 30-year transition from selling volumes of digitized legal publications on collections of CD-ROMs (the tedium of digital operation in this era was summarized by Potash as “By about the 25th disc, you’d think, do I really need the whole book?”) to developing Overdrive’s beloved flagship e-reading app Libby by way of getting a law degree, following the urging of his librarian wife Loree to branch out into e-books more generally, and partnering with Cleveland Public Library to develop the first iteration of the Overdrive app with librarians for their patrons.

Then came the awards themselves, which did a fantastic job of spotlighting a variety of avenues illuminated by technology and ingenuity in the Greater Cleveland area with categories that celebrated collaboration and creative approaches, as well as taking a moment to highlight the good work of each nominee. Awards were given to the CEOs of startups and the CIOs of more established companies, to Tech Teachers, AI Innovators, and Cybersecurity superstars, and to companies and organizations driving innovation in Cleveland’s manufacturing sector.

It was encouraging to hear about all this happening in Cleveland, and not just recently or in a buzzword-laden, hype-forward way. The role of place in how we capture and understand information often gets lost online. The internet as a medium supposedly transcends geography, and therefore development has proceeded from a point of conspicuous lack of interest in how life is lived IRL. This ethos means the internet doesn’t yet handle the nuance of IRL artifacts well (concepts like timezones, dialects, differences in conceptual understanding of a topic even when content is in the “same language,” the role a local economy plays in a user’s wellbeing and even participation in the great project of the internet, weather, etc. which shape our ways of consuming and understanding information.) This event showcased how natural a sense of community can be experienced in person, it was great to meet people really DOING things right here in Northeast Ohio, shake their hand, and hear them talk about their work and genuine interests.

In UX, we used to talk about people being “unicorns” if they could design and code. At this event, they talked about “unicorns” being tech companies that reached $1B in profits. There are 6 such companies in Cleveland. “What do you call a herd of unicorns?” Greater Cleveland Partnership’s CEO Baiju Shah asked the audience. “A blessing.”

Check out more photos from the event, and see a list of winners on Greater Cleveland Partnership’s website.

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Shannon Kelly is a senior UX strategist at OverDrive in Cleveland, OH.

As a user experience professional, you have many skills, methodologies, and tools at your disposal. With so many methods available, learning them all can be overwhelming (like those listed in Universal Methods of Design: 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions by Bella Martin and Bruce Hanington.) 

But when standing out amongst your peers in an ever-fluctuating job market, sometimes you need to know more than traditional UX methodologies to put you ahead. You may need (and have attained) extra experience or skills to differentiate yourself from competitors for specific industries or positions. Let me preface this by saying you should NOT be a jack-of-all-trades and apply for jobs with multiple roles rolled into one. Instead, gaining some basic understanding of a different skill set makes you more marketable to hiring managers because it shows you can communicate effectively and work collaboratively. 

Here are three skills recommendations I believe can make you more marketable as a UX professional: 

1. Analytics

Traditional UX methods (User interviews and usability testing) are revered as providing qualitative data findings. As a researcher, you synthesize the information from these studies and make recommendations based on results. These methods are the holy grail of discovery and the primary methods for finding the “why” behind user behaviors. Due to testing budget and time constraints, limited sample sizes may not always provide a sense of urgency among stakeholders, and as the saying goes, “There is a big difference between ‘what people do’ versus ‘what people say.’” 

Analytics data can help support (not replace) traditional research and provide (often massive amounts of) quantitative usage data. Having a skillset like Google Analytics (GA) in your toolbelt is one of the most undervalued skills a researcher can have. GA lets you quickly gather historical user behavior on a website or application and find out what areas your users are interested in, what they’re trying to do, and what areas are problematic. 

Some key areas of analytics to learn:

• Segmenting Traffic Channels and User flows
• Tracking user retention and falloff (bounce and exit rates)
• Event and conversion goal tracking

By pairing qualitative and quantitative data, you can effectively convey a greater sense of urgency to decision-makers.

2. Conversion Rate Optimization

One of the skills I’ve learned over the years that helped prime my career in UX was Conversion Rate Optimization (CRO). CRO is increasing the likelihood that website or application visitors will accomplish a desired action. A conversion can be anything actionable & measurable and is tied to a business goal. Some examples of conversions include adding an item to a cart, making a purchase, or filling out a form to download a PDF. The conversion rate is calculated by taking the number of conversions and dividing that by the number of sessions. For example, if you had 25 conversions from 100 sessions, your conversion rate would be 25%, or 25 ÷ 100 x 100 = 25%.

Often, the goal isn’t just to increase conversions but to increase the rate at which people convert. If marketing sends enormous amounts of traffic to a website, but users aren’t converting, the answer isn’t more traffic. The goal is to make incremental and measurable changes that help improve how users use the site and get them toward a conversion goal. 

From personal experience, becoming a CRO specialist allowed me to learn Google Analytics, heat-mapping, and A/B testing platforms and become more familiar with digital marketing practices. It also taught me to tie design updates to quantifiable improvement metrics, sell ideas to stakeholders, and set goals for project work. When I had measurable project improvements, it helped me sell myself come annual review time and eventually changed the trajectory of my professional career in design. 

3. Previous Transferable Skills

Is there anything you did in a previous job (anything at all) that you gained experience in and qualifies you for the position you’re going for? Did you work in restaurants or another customer-facing service job? What about customer support? Perhaps you’re a graphic designer who wants a change. Maybe you’re a writer, a psych major, a former medical professional, or military personnel. Either way, whatever experience you have, some skills you attained are likely transferable to the UX field. 

For example, a former restaurant cook who decided to make a career change into development. While learning to code in school, he worked as a software consultant (or, dare I say, researcher?) and talked to restaurants to help improve their point-of-sale (POS) systems for order fulfillment. Thanks to his restaurant experience, he could communicate effectively with his restaurant employees, understood their needs and feedback, and conveyed that information to the developers to enhance the POS platform.

Especially if you’re transferring to a UX career, think about all the things at your former position(s) that you’ve learned, gained skills in, or even the processes you thought could be improved. Maybe you were a nurse and found the internal patient portals frustrating – what would you have fixed? Perhaps you traveled the world through the military and studied different cultures – sounds a little like ethnographic research. Whatever you’ve done, something can be transferable. 

It is essential to be transparent about your unique experiences and how they distinguish you from other applicants in the industry. Highlight these relevant skills in your resume, portfolio, cover letters, and interviews. Promote yourself and your expertise – it’s not just about your UX knowledge but also your ability to apply past experiences effectively.

Our guest authors are carefully selected to spotlight thought leaders in Ohio’s UX community. Interested in sharing some insights? Or would like to hear from a local UX superstar? Reach out to uxakronteam@gmail.com to pitch us post ideas and author suggestions.

Pearl Greene, Senior UX Designer at Sherwin Williams

Tell us a little about yourself! What do you enjoy outside of work?

 I’m Pearl Greene, a senior user experience designer at Sherwin Williams, originally from Ghana, and now proud to call Akron, Ohio my home.

Beyond the office, I cherish moments spent with my husband, friends, and in-laws, while also staying closely connected with my family in Ghana through frequent FaceTime sessions. I’m enthusiastically diving into disc golf, enjoying the company of my beloved cats, Alfie and Moose, nurturing my garden, and rekindling my passion for reading novels. 

Exploring the globe with my husband and savoring new culinary experiences ranks high on my list of favorite pastimes.

Tell us about your path to becoming an UX Designer. How did you end up in this role?

My journey began when Ashesi University introduced robotics to my high school, diverting me from a medical career into the world of computers. Pursuing a computer science degree at Ghana’s sole liberal arts institution expanded my horizons, nurturing my interest in entrepreneurship and design. I developed a passion for problem-solving, mentoring numerous high school students in design thinking.

In my final year, I naturally gravitated towards human-computer interaction, realizing my forte in software engineering was identifying problems, redesigning, and documenting solutions. Following graduation, I worked as a user experience designer in Accra, bridging the tech gap for small-scale entrepreneurs.

Over four years, I wore various hats, including UI development and product management, culminating in my role as Head of Product before relocating to the United States. A UX Akron meet and greet facilitated my introduction to the American job market, where I worked as a user experience designer for Landi Industries.  

Subsequently, I joined Sherwin Williams in the Store Operations group, focused on modernizing their systems and facilitating the transition from outdated technology to user-friendly solutions.

What’s your favorite part of your workday or week?

The highlight of my workday is the exhilarating collaboration with my exceptional team, where we embark on crafting revolutionary user experiences. At Sherwin Williams, I’ve had the privilege of working alongside a team I genuinely adore. They’ve not only fostered my professional growth but also accelerated it, propelling me to new heights in record time.

Tell us about Ghana! What do you miss most?

What I miss most about Ghana? Well, it boils down to the three Fs: Family, Food, and Friends. Particularly, I yearn for my mother’s cooking and her doting care. While Asian and Mexican cuisine have helped fill that void to some extent, I’ve even stumbled upon Ghanaian-inspired dishes in unexpected places!

Improving my own cooking skills has provided quick fixes when nostalgia strikes. Through this journey, I’ve come to realize that, despite our diverse cultures, we all share a common human experience. It’s a reminder that we’re more alike than different, transcending accents and appearances to appreciate our shared humanity.

Do you use anything in your work now that you learned in school or in previous roles that surprises you, that you thought you’d never use now?

Surprisingly, my education, both in college and from previous roles, continues to astound me with its relevance in my day-to-day work. From entrepreneurial insights to social theory, human-computer interaction, and programming skills, I find myself drawing upon a rich reservoir of knowledge.

In Ghana, I crafted inventory and point-of-sale systems tailored for the local market, and it’s intriguing how these experiences still resonate here. Dealing with challenges like low internet access, prioritizing accessibility, and navigating the unpredictable timelines of product development, even with large teams, has given me a unique perspective that fosters empathy with leadership and their requests.

Moreover, my entrepreneurship classes have ingrained the significance of harmonizing user needs with business objectives to ensure efficiency and profitability. I must extend a heartfelt shoutout to my college for equipping me with these invaluable tools for navigating the professional world.

If you could give yourself 10 years ago advice from yourself today, what would it be?

It’s all gonna work out. Breathe! You don’t need to be first in class to make it in life 

Do you know a stellar UX, UI, Product, or Software Designer or Researcher who has joined the field in the last five years that we should feature? Let us know!

Zoë Wrisley, UXer and Community Advocate

Tell us a little about yourself! What do you enjoy outside of work?

I’m Zoë Wrisley, I love animals, music, and creativity; and I like to travel and see new places. I most recently visited Toronto for the first time to see a Beyonce concert with my friends. It was a dream of a lifetime experience for me, and the city is huge! This summer I’m growing a garden of fruits and vegetables, my first time trying to grow corn, okra, and watermelon- wish us luck!  

Tell us about your path to becoming a User Experience Designer (or whatever title or label you’re comfortable with.) How did you end up in this field? 

While pursuing my undergraduate degree with a focus on political science, I had an internship that introduced me to the tech side of a government relations software company.  Following the internship, I joined the IT department as a permanent employee and graduated from Kent State.  

Having graduated in May of 2020, I felt swept into the uncertainty of the 2020 pandemic. I liked the work I was doing and enjoyed learning more about Information Tech and how to support web applications. Upon hearing about Kent State’s User Experience Design program, it seemed like a perfect fit considering my career path, and to be able to learn in a 100% online setting.  

I call myself a UXer (I sort of made it up) because I have applied my UX knowledge, research strategy, and the design process in many different settings. After graduating from the program, I wanted to become a UX researcher, that being my strongest interest (but titles are not as important as vision and strategy within the work.) I worked on projects in a corporate setting with Fortune 500 clients to improve online services, and conducted research for designing technology and advocating for the needs of public schools and their supporting orgs. I recently took an entrepreneurial route with the goal of launching a desirable-to-user, problem-solving application. 

What’s your favorite part of your workday, week, or the work you’re doing?  

My favorite part about doing the work I do is having the power to be able to advocate for others and make a real difference in their lives; specifically, to be able to make their experiences easier.  

Easier can mean many different things depending on the values of the user; such as clearer, faster, safer, or simply more pleasant. The world we live and operate in is becoming more and more reliant on digital processes that can be enhanced through the focus of UX practices. Everyone deserves to be heard and accommodated so they can achieve the same outcomes as other users. In UX this can be shown by encompassing user values, providing accessibility features, and incorporating guidance for success within the design of websites and applications. 

I am currently working on a project to support our public schools’ work with organizations that seek to improve local education. There are many voices to hear from and accommodate when designing a digital process like this one. I must listen to all user parties to collect their concerns and pain points, then work to design a system and journey that is feasible and can support their tasks in an agreeable way- so the user will want to use it. Even though this field pertains to digital experiences, the ideas and strategies can overlap with other practices of design and advocacy. 

What was getting an MS in User Experience like? What areas do you wish you had learned more about?  

I had a great time during the MS program at Kent State University. The online aspect not only made it more convenient to complete my projects and classes, but it concurrently reminded me of the importance of seamless digital experiences and inspired me to think of supportive designs. We had the opportunity to work in groups as a team, and even simulate work environments with assignments where we had to communicate with and present to ‘stakeholders,’ (our professor.) This program prepared me for vast opportunities, or to be what we call a UX unicorn & do it all! 

I like that the staff and faculty encouraged us to pursue areas of UX that we felt most passionate about. The variety of classes offered us the chance to go deeper into different routes, for instance design, research, accessibility, and more. The culminating requirement could have been a project or portfolio, really putting everything we learned and worked on into practice before graduating. The one thing I wish we could have learned is popularly used UX software and practicing with it. I feel that could give us more experience essential for landing a User Experience role post-grad. 

Do you use anything you learned for your undergraduate degrees in International Relations,  Political Science, and French that surprises you?  

Surprisingly, there are similarities and crossovers in ideas and problem-solving techniques found throughout my studies. While the approaches to learning in each program were very different, I find that for me, user research and advocacy is comparable to the idea of diplomacy, a role found in the field of International Relations. UX is sort of like the middleman between users and developers, such as a diplomat would be the communicator/advocate between foreign parties.  

Another subject that piqued my interest in undergrad was foreign language and translation studies. The use of language is very prominent in UX and ultimately is what guides users to have a successful journey within a digital process or product. We must ensure that any user can use the platform successfully, so research should be conducted to support many languages and ensure that translations are accurate, intuitive, and equal when guiding users through a platform.  

In the UX design and research process, it is vital that research participants are diverse to sufficiently discover the needs and preferences of all potential users and not overlook groups. In my future studies, I would like to look more into how we can incorporate practices of equity and inclusion to promote social justice when designing technologies and organization developments. 

If you could give yourself 10 years ago advice from yourself today, what would it be? 

People tend to think that they are not successful until they reach their goal, or get their dream job, etc. I’ve learned that you can still be very successful while working towards your goal. Even though it may not be accomplished yet, or you have not seen your dream come to fruition, every day is an opportunity to take one step closer to that dream, and in that alone there is success. I have realized that I will consistently be working towards a new goal, so success has become a redefined term to me. As long as I can stay true to myself, take advantage of good opportunities, and be focused on what matters, I will be able to keep climbing to redefined heights of success.  

I am currently pursuing a Doctorate degree in the field of Interprofessional Leadership with a concentration in Educational Technology while simultaneously working on my own UX projects. Although I do not currently have a UX title, the MS program and professional work I have done is supporting my continuing education, and providing crucial components for my research and understanding, as well as the opportunity for real world application in my experiences careerwise. 

I would like to tell my past self to not lose hope due to not achieving the ‘role’ that I set out to become. I understand that everything I am learning will be useful for my journey, even if I don’t get to practice it right away or in the anticipated capacity. I am and have been accumulating skills and knowledge that will support my future roles. I have faith that as I start to step into new forms of leadership and more opportunities for growth come my way, everything I have practiced and learned will come out to support my goal of improving lives and add to my own personal growth. 

Do you know a stellar UX, UI, Product, or Software Designer or Researcher who has joined the field in the last five years that we should feature? Let us know!