To say that this episode of Branding LAB is entirely different than anything you’ve heard is an understatement. Jose Caballer has made a life in User Experience (UX) design but his approach is anything but typical.
A spiritual person by nature, Jose has found a way to incorporate his heartfelt and deeply rooted practice into his profession to transcend the protocol in the industry. This has allowed him to create and produce work that is successful, meaningful and completely unique.
At first, the notion that UX is a spiritual practice might seem like a contradictory statement. How could something that is digital and designed for consumers everywhere be considered spiritual. But when Jose goes deeper into his explanation and heart, you begin to see very quickly that all UX is is connection.
A connection between the company and the customer. A connection between service or product and user. A connection between intention and creation.
Everything within UX design is connected to something and when you can clearly see and define what that “something” is to your brand, then you are cracking the code to organic and uninhibited success.
“Be involved in the business of your customers.”
Jose had to ask some hard questions of his peers within his industry and realized that a massive piece of the puzzle was missing across the board–the heart. Without this, brands found it almost impossible to meaningfully engage customers and build a loyal community.
But Jose had seen the light. He knew what was needed before anything could even begin and he built an entire brand, school and platform on a strong foundation of heart.
“You don’t do separate from being.”
He has three tattoos on his arm that represent the steps that should be taken in order to develop and design a UX that is in intentional flow.
The Heart – Values – Who you are (define the brand)
The Diagram – Strategy – Who your customers are (their needs in relation to your values)
The Triangle – Execution – Business goals (increase revenue, awareness, etc)
“The first thing you need to do is to get everyone to work from the heart not the head. The future is feminine.”
You can’t think of UX as building an app or a website. You’re building a connection between humans.
UX is a spiritual practice. It’s about bringing hearts together. It’s about connection.
Final Words by Jose Caballer
Create a 4D experience that people can really feel and that evokes a certain sentiment within them. Success comes from connection. There’s no coincidence that Steve Jobs was dropping acid to try to transcend reality and create from a more conscious state. Think outside of what you’ve been taught and work from the heart space to connect more deeply.