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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