The UX Process: A Refresher

Using the tools of UX design to navigate and master the sales process

When we started working with the sales coach and she began giving us the basic principles of consultative sales, we had an epiphany – this is the UX process—or at least super similar. We know how to do this. Much of what we know about doing customer interviews and ethnography is SALES. We live this, we breathe this. We can do this.

The UX Process

As a brief review, here is how we define the UX process.


  • Stakeholder interviews
  • Competitive analysis
  • Contextual inquiry
  • Business Requirements


  • Scope
  • Structure
  • Personas
  • Scenarios


  • Flow and Processes
  • Screens or Pages
  • Site Experience


  • Multiple Concepts
  • Validation


  • Iterate
  • Granular Details


  • Specifications
  • Rules
  • High fidelity mocks
  • Prototype / Wireframes

The Sales process follows the same structure:

Discover, Define, Design, Test, Refine and Deliver.

In the discovery process we understand the clients true needs.

We define who the buyers are and what to propose to them

We design the project proposal and how best to approach the solution

We test the proposal with the buyer, refine and iterate with them and then

We deliver to all the buyers