Design & User Experience Topics
User experience design, frontend architecture, and design systems. Includes UX principles, accessibility, and design documentation.
User Personas and Journey Mapping
Covers the end to end practice of creating research grounded user personas and journey maps that synthesize qualitative and quantitative data into actionable artifacts that guide product and design decisions. Candidates should demonstrate research methods and synthesis techniques such as interviews, surveys, analytics analysis, contextual inquiry, affinity mapping, and empathy mapping, and show how to triangulate evidence to define user segments and persona attributes including goals, motivations, behaviors, pain points, constraints, context of use, and validation evidence. The topic includes structuring personas so they are usable by product and design teams while avoiding stereotyping, documenting use cases, and linking personas to success metrics and validation approaches. For journey mapping, candidates should be able to map flows and scenarios across timelines or stages, identify touchpoints, channels, emotional states, key moments of truth, pain points, opportunities, and barriers to conversion or product use, and link journey artifacts to service blueprints and operational considerations. Also assessed are practices for prioritizing opportunities, iterating and validating artifacts with users, running cross functional workshops, communicating findings to stakeholders, tooling and deliverable formats, storytelling and visualization choices, using artifacts to inform requirements testing and metrics, and examples of how personas and journey maps changed product direction.
User Research & Need Identification
How do you identify and validate real user needs before committing design or product effort? Cover the research mindset: forming explicit assumptions up front, choosing between generative research (open-ended discovery of needs) and evaluative research (testing a specific solution), and picking qualitative versus quantitative methods based on the time and access you have. Include practical skills such as writing sharp research questions, designing screeners and recruitment criteria for representative participants, running rapid or time-boxed research (guerrilla testing, hallway tests, unmoderated remote studies) when timelines are tight, and distinguishing a user's stated need from their underlying goal or a solution they've proposed. Applies across interview formats: live time-constrained exercises, behavioral questions about past research work, and case-style discussions of how research should shape a roadmap or design decision.
Design Iteration and Feedback
Covers the end to end practices of gathering, evaluating, synthesizing, and incorporating feedback into iterative design and research cycles. Candidates should demonstrate how they plan and run user research and usability testing, collect feedback from users, teammates, and stakeholders, and use structured synthesis methods such as affinity mapping and thematic analysis to generate actionable insights. Includes practical iteration techniques such as rapid prototyping, playtesting, split testing and controlled experiments, incremental improvements, and versioning of design artifacts. Assesses how candidates prioritize suggested changes using impact and effort considerations, product vision alignment, and technical constraints, and how they define and measure success through quantitative metrics and qualitative signals. Examines interpersonal skills around openness to critique, responding without defensiveness, communicating trade offs and decisions to stakeholders, defending choices with evidence and rationale, documenting learnings, and establishing processes for continuous improvement and knowledge transfer. Also includes learning from past iterations and mistakes and adapting research methodology or recommendations based on new evidence.
Design Process and Design Thinking
Covers user centered design processes and design thinking approaches used to solve product and user experience problems. Candidates should be able to describe discovery and research activities, synthesize insights to identify user needs and constraints, frame problems and hypotheses, and translate research into measurable requirements and success metrics. This topic includes familiarity with research methods such as surveys, interviews, contextual inquiry, and usability testing; mapping techniques such as journey maps and personas; and approaches for incorporating quantitative and qualitative feedback. Interviewers will evaluate knowledge of design frameworks and methodologies, split testing for validation, accessibility and inclusive design, maintaining and scaling design systems, agile design practices, collaboration and hand off to product managers and engineers, stakeholder alignment and management, and measuring business and user impact. Senior level expectations include scaling processes across teams, mentoring and coaching designers, adapting process to constraints, and demonstrating how process choices influenced outcomes and metrics.
Design Systems and Component Architecture
Comprehensive coverage of principles and practices for designing, building, and maintaining reusable component libraries and design systems that enable consistent and scalable user interfaces across products and teams. Topics include decomposition of interfaces into components, atomic and modular design principles, component hierarchies and responsibilities, composition versus inheritance and composition patterns, and designing component application programming interfaces, properties and variants. Candidates should be able to discuss naming conventions, file structure and organization, strategies for avoiding tight coupling and property drilling, state and variant management for stateful and stateless components, and approaches to tokenization and theming for consistent styling. Also covered are accessibility and responsive behavior, documentation and developer handoff tooling, testing strategies including unit, integration and visual regression testing, governance and versioning practices, system ownership and release strategies, cross team collaboration between design and engineering, and trade offs between flexibility and constraint when scaling a system or applying system thinking to one off designs or prototypes.
Ideation and Sketching
Rapidly generate and communicate multiple design concepts using low fidelity sketches, wireframes, and annotations. Emphasize clarity of thought rather than visual polish: show user flows, layout options, and interaction ideas through quick drawings and labeled notes. Produce several distinct approaches, evaluate the pros and cons of each, and explain the rationale for selecting the strongest direction. Demonstrate exploration, trade off analysis, and decision making by iterating quickly and exposing your design thinking throughout the process.
Information Architecture and Content Design
Organizing product content and user interfaces for clarity and discoverability. Topics include information hierarchies, navigation and routing, user flows and journey mapping, wireframing and low fidelity exploration, content organization and labeling, progressive disclosure, dashboard layout and KPI placement, filters and drill downs, and ideation and sketching techniques. Evaluates the ability to align structure with user mental models and to iterate designs based on evidence.
Findings Presentation and Impact
Ability to clearly present analytical findings and insights to stakeholders, and explain how those findings shaped a decision, process, or outcome. Covers structuring a findings narrative (context, evidence, recommendation), choosing the right visualization or format for the data, tailoring depth and language for technical versus non-technical audiences, and demonstrating measurable impact and follow-through on recommendations.
Design Decision Rationale & Evidence Based Design
Clearly articulating why you made specific design choices. Connecting design decisions directly back to user research findings and business goals. Explaining trade-offs you considered and why you chose one solution over alternatives. Showing evidence-based thinking rather than opinion-based or taste-based design.