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