Applies subject matter expertise in line with the business goals and strategic direction to define the guiding principles and philosophy for the intended user experience. Demonstrates expert understanding of the projected user trends, requirements and demands. Draws from experience to evaluate the effectiveness of the user experience.

Leads and provides expertise on the techniques used to gather and analyse the user requirements and experience. Uses full understanding of the user interface design patterns and principles to create user experience design concepts. Recommends enhancements to critical components of the products and services to ensure the desired outcomes.

Analyses and deeply understands the requirements and desired experience of the target users of the Information Technology (IT) products and services. Determines the required improvements of the overall user experience to address shortcomings, and provides consultation on the functionality of the various IT products and services.

Applies specialised knowledge and understanding of the techniques used for gathering and analysing the user feedback and experience. Builds an understanding of the various software and application design tests and how they are integrated in the solution design to monitor and ensure the desired performance levels.

Demonstrates basic understanding of the methods used to analyse the user requirements, the performance of the products and services provided, and the effectiveness of the user experience with regard to the solutions provided. Learns the steps to be followed in the user interaction and engagement process.