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Questionnaire for Spotlight #Issue 21 with Daniela Jorge

"Spotlight" is our latest series featuring in-depth, straightforward, no-fluff, zero-BS Q&A sessions. Here, we engage with seasoned professionals and fresh voices in content design and user experience (UX) to streamline knowledge and explore uncharted territories, talking about struggles, daily challenges, tool sets, and their impact on products and business success.

We are eager to get your input on content design and UX.

Thank you, Daniela! 🖤

What does a typical day entail for you in leading and shaping the Design team at CapitalOne? And how does it differ from a typical day at tech companies like PayPal, AT&T, eBay, or Intuit?

What are the primary software tools that you rely on for your daily tasks while managing and collaborating with research, design, content, engineering, and marketing teams that are always open on your dock?

During your time at PayPal, you worked closely with legal and risk & compliance teams. What process did you follow to collaborate with these teams? How often were they involved in the design process? Can you provide an example to illustrate this collaboration for our readers?

At PayPal, you championed the early involvement of UX team members throughout the product development process. How does this approach impact overall company culture and innovation? In your experience, what are the challenges of implementing this kind of collaborative model? How might other companies, beyond just those in the product space, benefit from adopting similar practices?

You mentioned the FOG (Fact, Observation, Guess) framework in one of your talks or interviews. Uno, Would you explain it to people who are hearing about it for the first time? Second, How did this framework help you uncover significant gaps between your team's perceived knowledge about the users and their actual understanding?

Ready for some nostalgia? Throughout your career in product design and tech, you've had diverse experiences that directly impacted individuals' lives - from helping a grandmother send her first email to enabling a stay-at-home mom to support her family through online sales. These experiences highlight the importance of understanding user needs and building empathy before design execution. In your view, how well do UX/Product teams typically excel at this skill? Are they investing enough time to understand their audience's pain points truly?

Your keen eye for design apparently manifested early in life. How did you nurture this skill as you grew? Can you share specific exercises or practices that helped refine your design sensibilities? What strategies would you recommend for new designers aiming to sharpen their observational skills?

In your role as the Chief Design Officer at CapitalOne, you lead the team in shaping the future of CapitalOne experiences for associates and 100+ million customers.
How hard is it to research and design great UX alongside all the legal disclaimers and many rounds of legal checks to get to the end product? Is that challenging or limiting regarding visual design/ UI aesthetics, language spoken, etc.? How do you motivate the team to strike a good balance between playing it safe and exploring uncharted territories?

In your experience leading design teams, mostly in the financial sector, how do you approach the interplay between content and design in your team's process? Additionally, within the content-design dynamic, which tends to take precedence or set the direction—does content strategy usually lead design, or is it the other way around? Can you provide an example from your work to illustrate this relationship?

With 20+ years of experience in UX, how do you think the role of designers has changed to play a crucial part in decision-making, addressing user issues, and contributing to fulfilling company business goals?

Do you believe in bypassing wireframes? Do they remain pertinent, especially when grounded in thorough UX research and well-defined personas, not merely attractive shapes in Figma filled with placeholder copy? I'm eager to hear your perspective.

How do you test accessibility for people with disabilities? Do you design a unique user experience for them, or have it baked in and enabled in the settings? Is that enough, and does it not require any physical changes to the hardware (ATM Machines, for example)?

Content designers are typically involved at the very end. They are provided with a high-fidelity UI prototype and asked to write or improve the copy with little context, if any. How does this process cause problems and difficulties?

The tendency to bypass UX research for expediency might reflect broader organizational attitudes. In your view, how can companies foster a culture that values and effectively utilizes UX research? What strategies have you seen work well in elevating the importance of user insights in the design process?

Finally, at Punkt, we are transforming the CX/UX industry by building the world first: Content-First UX Platform where Content Designers and UX Writers co-lead product UX and design decisions from the outset. We believe this approach will address many common issues faced by product teams. Do you think the Content Team could eventually be part of the leading team guiding the entire UX process? Or is it too soon for them to take a front seat with other teams?

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