My big “AHA” about our brand

This post is one that our founder, Erin Lynn Young, originally wrote for our quarterly newsletter. Want in? Subscribe here.

I’m writing today to share a little story of self-discovery:

When Chad Currie joined Slide UX last August as our Creative Director, one of the first things he wanted to do was to get a feel for the “Slide UX brand”.

One might think that after pouring six years of blood, sweat, and tears into this business, I could succinctly describe what sets Slide apart from the growing flock of designers who’ve appended “UX” to their lists of skills. But the words just weren’t coming to me.

OK, sure — deep down, I knew exactly what was so lovable about the quirky people that #slack in custom emojis all day and fuss over wireframe padding. In my heart, I knew exactly why we’d chosen each of them to join us, and why our clients had become so fond of them. But to describe it concisely? Couldn’t do it.

All fives? That’s what we’re talking about!

Until last week, when identified Slide UX as the top UX design agency in the nation based on a variety of qualitative and quantitative criteria including market presence, company experience, industry recognition, and positive client reviews. Imagine that!

And as it turns out, having a third-party interviewer go deep with your customers to understand what they like and don’t like is, in fact, a fascinating effort. (By the way, we do that! If you want some of that, get in touch!)

Their in-depth interviews with our customers were fun to analyze. Customers talked about multiplying conversion rates and user-centeredness. But one verbatim quote in particular really stood out to me. When asked what distinguishes Slide UX from other providers, one Chief Product Officer said:

“They were a pleasure to work with. Sometimes one of the things you get with UX [user experience] people is attitude, which is what we got from some of the other firms, but Slide UX is a group of very nice people. I would happily use Slide UX again not only because they’re talented, but because they were lovely to work with.”

Looking back, DUH! Of course. Yes, that’s our thing. That’s the whole point! We founded Slide UX with two goals in mind:

  • To meet product and marketing teams that were smart, data-driven, user-centered, and good to work with, then:
  • To knock their socks off with awesome user experience design and research services.

I often think about what it means to run a successful business. It’s easy to get overwhelmed by all the possible indicators. Looking at the wrong cues can make it seem like we’re thriving one day, and flopping the next — and that’s a very personal roller-coaster to ride.

To create focus, I turned to a simple equation. Clients who like working with us will keep coming back. And they’ll tell other awesome teams about us. And we’ll get to keep doing what we love.

So, although it’s taken almost a year, I can finally answer Chad’s question about the Slide UX brand. We do great user experience design work, but more importantly, we are a pleasure to work with.