Clare Muscutt talks with Sonia Etxebarria about the importance of understanding users in experience design

“It's true that one of the biggest fears is when you decide that
you want to do things differently, you don't want to be in a
system where you're stuck to two walls, especially when you
become freelance and you say, from now on, I just depend on
myself.”


 


In episode #607 of the Inspiring Women in CX podcast, Clare
Muscutt talks to Sonia Etxebarria, Founder and Strategist at
Akuyari, about…


 


How she made her way into the Women in CX community and went on
to found her own customer-centric design agency, Akuyari,
collaborating with other members to do so


 


Working in Telco and Logistics before making the leap from
corporate to entrepreneurship and doing things her own way


 


The importance of recognising the value that you bring and
playing to your strengths to win in business


 


️ Challenging the negative connotation around ‘selling’ and
self-promotion, particularly as women


 


Her passion for service and experience design, the importance of
research and discovery, and fashioning her own methodology


 


Why it’s critical to conduct qualitative research to understand
feelings and motivations and use quantitative research to
validate findings


 


For more information on joining the world’s first online
community for women in Customer Experience, head over to
www.womenincx.community/membership