Sophie Freiermuth, a UX consultant, discusses the importance of balancing user needs with business interests in UX design. She emphasizes the need for aligning business models with user actions and utilizing research data to advocate for users effectively. Additionally, she encourages UX professionals to develop their skills by understanding business perspectives and focusing on creative solutions.

1. Defending users,
balancing business interests
The transactional aspect of UX
Sophie FREIERMUTH, UX consultant
& Director at Baguette UX

2. @wickedgeekie
The UX superhero
He represents, defends and advocates on behalf of users and
customers, using research data to support his propositions
@UX_Superhero

3. @wickedgeekie
business as usual
• How does this business stay in business?
• What must users do?
• Is that business model realistic?

5. @wickedgeekie
in comes Lean
• Align business idea and user actions
• Tweak either until they align (incremental change /
pivot)

6. @wickedgeekie
product / project
• To make a real change, work at product level,
through a series of projects.
• Projects die often, products much less.

7. @wickedgeekie
No need to shout

8. @wickedgeekie
getting data
• What is the currency in your company?
• Some users and usage data are business-critical
• Make getting the right data a product-long
endeavour

9. The brief: “Make it more creative”
@wickedgeekie

10. @wickedgeekie
The right solution
• Experience + creativity + buy-in = ∞
• Never be afraid to make users do something

11. @wickedgeekie
the 4th fourth
Source: Jason Mesut

12. @wickedgeekie
Develop your
transactional UX skills
• Take a Business Analyst to lunch
• Be clear on what the Big Boss wants from UX
• See UX from a Business Owner’s perspective
• Be a problem-highlighter, solution-provider and
fixes-implementer
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