2. Semantics and Situations
2.1. Types of Designers and What They (Should) Do
2.1.1. The Nebulous “Web Designer”
2.1.1.1. The moving target of “designer”
2.1.1.2. Potentially good, not likely great
2.1.1.3. What specialism buys you
2.1.2. UX Strategist
2.1.2.1. Research
2.1.2.2. Strategy definition
2.1.2.3. UX review and analysis
2.1.3. User Researcher
2.1.3.1. Research, obviously
2.1.3.2. Data analysis
2.1.4. UX Designer
2.1.4.1. Wireframing
2.1.4.2. Prototyping
2.1.5. Graphic Designer
2.1.5.1. The value and role of graphic design
2.1.5.2. Why it isn’t UX
2.1.6. Front-End Designer
2.1.7. Usability Analyst
2.1.7.1. Usability tests
2.1.7.2. Data analysis
2.1.7.3. UX review
2.1.7.4. Recommendations
2.1.8. Purple Squirrels (and Why They’re Irrelevant)
2.1.9. T-Shaped People
2.1.10. On Youth and Inexperience
2.1.10.1. What to expect
2.1.10.2. What to do
2.2. Design Situations
2.2.1. UX Soloist
2.2.2. UX Team
2.2.3. The In-House Team
2.2.3.1. Pros and cons
2.2.4. The Remote Team
2.2.4.1. Pros and cons
2.3. Design Leaders
2.3.1. The Shape of Leadership
2.3.1.1. UX team member
2.3.1.2. UX director
2.3.1.3. Non-UX stakeholders in charge of a designer or team

3. The Interview Table
3.1. Evaluating a Designer
3.1.1. What They Talk About
3.1.2. How They Talk About It
3.1.3. Who they should meet
3.1.4. What to find out
3.1.5. Who recommended them
3.2. Evaluating a Potential Employer or Client
3.2.1. What they say, what they mean, and how to know the difference
3.3. Aiming for An Educated Risk
3.3.1. Research
3.3.2. Beware of spin
3.3.2.1. Human Resources spin
3.3.2.2. The consultant’s marketing spin
3.3.2.3. Merit over marketing
3.4. Interview Tactics
3.4.1. Presentation with Q&A
3.4.2. What it should achieve
3.4.3. The all-day pressure-fest
3.4.4. Contract as interview

4. Habits of Effective Designers
4.1. Question Everything (status quo, best practices, whims, etc)
4.2. Rationalize
4.3. Educate
4.4. Convince
4.5. Stay Calm
4.6. Never Mind the Bollocks
4.7. Speak Up
4.8. Take Criticism Well
4.9. Invite, Include, Consider
4.10. Influence at Every Turn
4.11. Always Talk Psychology
4.12. Give Credit Away
4.13. Be Unreasonable
4.14. When Evidence Fails

5. Habits of Effective Design Leaders
5.1. The Very Little Difference Between Designers and Design Leaders
5.2. Who Works for Whom (Seth Godin on what it means to be the boss)
5.3. The One Who Does It Better and Makes It Better (mentorship)
5.4. Create Context (consistently map their roles to the overriding vision)
5.5. Do What You Ask
5.6. Hire Well
5.7. Teach Them to Teach
5.8. Clear Paths (what gets managed vs. what should get managed)
5.9. Let Them Improve (let them do the harder work they're passionate about)
5.10. Create Context (always communicate the vision and map roles and actions to it)

6. Habits of Effective Design Teams
6.1. Tools, Not Processes
6.1.1. Agile
6.1.2. Lean
6.1.3. What Happens in Real Life
6.1.4. Why None of It Matters
6.1.5. How a Successful Team Looks
6.2. Celebrating Each Other, Not Yourselves
6.3. Team Agendas and Strategies
6.4. Team Structures
6.4.1. Silos and Why They Suck
6.4.2. Hub and Spoke
6.4.3. Central Design

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