Defending users, balancing business interests The transactional aspect of UX Sophie FREIERMUTH, UX consultant & Director at Baguette UX
Jan 27, 2015
Defending users,
balancing business interests
The transactional aspect of UX
Sophie FREIERMUTH, UX consultant
& Director at Baguette UX
@wickedgeekie
The UX superheroHe represents, defends and advocates on behalf of users and
customers, using research data to support his propositions
@UX_Superhero
@wickedgeekie
business as usual
• How does this business stay in business?
• What must users do?
• Is that business model realistic?
@wickedgeekie
in comes Lean
• Align business idea and user actions
• Tweak either until they align (incremental change /
pivot)
@wickedgeekie
product / project
• To make a real change, work at product level,
through a series of projects.
• Projects die often, products much less.
@wickedgeekie
No need to shout
@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
The brief: “Make it more creative”
@wickedgeekie
@wickedgeekie
The right solution
• Experience + creativity + buy-in = ∞
• Never be afraid to make users do something
@wickedgeekie
the 4th fourth
Source: Jason Mesut
@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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