The global skills and competency framework for the digital world

User experience design HCEV

Producing design concepts and prototypes for user interactions with and experiences of a product, system or service.

Levels of responsibility for this skill

3 4 5 6

Updates for SFIA 9

  • There is an updated version of this skill for SFIA 9.
  • Theme(s) influencing the updates for this skill: Application of SFIA skills for digital service design and delivery, Making SFIA easier to consume (enhance readability/guidance/descriptions), Making SFIA easier to consume (new levels).
  • New level 2 added to support entry-level roles.
  • Content and/or readability changes have been made to levels 3, 4, and 5.
  • You can move to SFIA 9 when you are ready - SFIA 8 skill descriptions will still be available to use.
  • Previous SFIA assessments or skills mapping are not impacted by this change.

Guidance notes

This skill is inclusive of a full range of user tasks not just digital tasks. The skill can be applied in various contexts — such as — but not limited to customer experience, products, services, applications, devices, learning experience and employee experience.

Activities may include — but are not limited to:

  • understanding and addressing design goals, usability and accessibility requirements
  • using an iterative design process to enhance user satisfaction by improving usability and accessibility 
  • designing digital and offline tasks, interactions and interfaces
  • refining designs in response to user experience evaluation 
  • communicating the design to those responsible for design, development and implementation of products, systems and services
  • sketching, ideation, creating storyboards, static wireframes or dynamic prototypes
  • developing alternative design and evaluating advantages, disadvantages, constraints and trade-offs.

Understanding the responsibility levels of this skill

Where lower levels are not defined...
  • Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.
Where higher levels are not defined...
  • Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.

Developing skills and demonstrating responsibilities related to this skill

The defined levels show the incremental progression in skills and responsibilities.

Where lower levels are not defined...

You can develop your knowledge and support others who do have responsibility in this area by:

  • Learning key concepts and principles related to this skill and its impact on your role
  • Performing related skills (see the related SFIA skills)
  • Supporting others who are performing higher level tasks and activities
Where higher levels are not defined...
  • You can progress by developing related skills which are better suited to higher levels of organisational leadership.

Show/hide extra descriptions and levels.

User experience design: Level 3

Level 3 - Apply: Essence of the level: Performs varied tasks, sometimes complex and non-routine, using standard methods and procedures. Works under general direction, exercises discretion, and manages own work within deadlines. Proactively enhances skills and impact in the workplace.

Applies standard techniques and tools for designing user interactions with and experiences of selected system, product or service components.

Reviews design goals and agreed security, usability and accessibility requirements. Creates storyboards, static wireframes and dynamic or workable prototypes.

Assists, as part of a team, with overall user experience design.

Assists in the evaluation of design options and trade-offs. Consistently applies visual design and branding guidelines.

User experience design: Level 4

Level 4 - Enable: Essence of the level: Performs diverse complex activities, supports and guides others, delegates tasks when appropriate, works autonomously under general direction, and contributes expertise to deliver team objectives.

Selects appropriate tools, methods and design patterns to design user interactions with and experiences of a product, system or service.

Translates concepts into outputs and prototypes and captures user feedback or evaluation to improve designs.

Evaluates alternative design options and recommends designs taking into account performance, security, usability and accessibility requirements.

Interprets and follows visual design and branding guidelines to create a consistent and impactful user experience.

User experience design: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for delivering significant work outcomes, from analysis through execution to evaluation.

Plans and drives user experience design activities, providing expert advice and guidance to support the adoption of agreed approaches.

Determines the approaches to be used to design user experiences.

Uses iterative approaches to incorporate user feedback or evaluation rapidly into designs.

Integrates required visual design and branding into the user experience design activities.

User experience design: Level 6

Level 6 - Initiate, influence: Essence of the level: Has significant organisational influence, makes high-level decisions, shapes policies, demonstrates leadership, promotes organisational collaboration, and accepts accountability in key areas.

Obtains organisational commitment to strategies to deliver required user experience, usability, accessibility and security.

Defines organisational policies, standards and techniques for user experience design.

Plans and leads user experience design activities for strategic, large or complex programmes.