DiscoverBeyond Users13- Fabricio Teixeira @UX Collective - How to develop your business empathy
13- Fabricio Teixeira @UX Collective - How to develop your business empathy

13- Fabricio Teixeira @UX Collective - How to develop your business empathy

Update: 2018-08-01


Fabricio Teixeira is a design director at the digital product agency Work & Co and the founder of the UX Collective, one of the best resources for blog posts, links, and resources for UX designers. In The State of UX in 2018 report, UX Collective editors wrote that "The UX designers of 2018 will need to understand more about business". So, I reached out to Fabricio to learn more about the backstory of this statement and how did his path to becoming more business-savvy look like.

In this episode we spoke about:

  • the simple exercise UX designers can use to start building their business muscle,
  • how sharing knowledge is the best way to learn and advance the career, 
  • and how can we recognize future trends in the UX community? 

Show notes:

  • 2:20 How did Fabricio get into design? 
  • 6:20 How Fabricio teaches UX design through simplification
  • 10:30 How and why Fabricio started UX Collective
  • 12:50 How sharing knowledge is the best way to learn 
  • 17:05 How to recognize big trends and important patterns in the UX community? 
  • 19:35 Why is learning about business important for designers
  • 24:35 How did Fabricio learn business
  • 27:25 The exercise Fabricio uses with his team to develop business empathy 
  • 35:05 The question that uncovers business goals behind a design project
In Channel
18- How to design products that create new demand, not merely satisfy existing one (Business Design Jam)
Business Design Jam (BDJ) is a new format of Beyond Users podcast. It’s a discussion with a fellow business designer about inspiring business design examples and the learnings we can take from them. In the first BDJ, I am joined by David Schmidt, a fellow business designer in Berlin, working as a business design partner at United Peers. Each of us prepared three examples. After a short introduction, we went into details of these case studies and looked for key learnings that we can take away for our projects.   00:50 Company Builders (e.g. FinLeap) - Companies that create startups. We focused on company builders that help big corporates create startups. 6:30 VanMoof+ - The Dutch bike manufacturer that changed its business model and started selling subscriptions for their bikes (instead of selling them). VanMoof was discussed in the 12th episode of Beyond Users podcast. 14:15 - WeChat - A successful example of a platform business model. Even though WeChat is a messaging app, users can use it to pay its utility bills, order a pizza, send gifts to friends etc. The platform is open for 3rd party developers who create apps for WeChat and enable new functions. 22:20 Light Phone - A phone that is designed to do as little as possible. A good example of a blue ocean strategy, which combines low-cost and differentiation. 29:35 - Sandeman Tour Company - Company offering free walking tours in major European cities. Sandeman works with self-employed tours who are paid with tips. It is an interesting example of a franchise model. 36:50 - Warby Parker & Ace and Tate - Understanding industry forces (eyewear industry is dominated by Luxottica) can help us reimagine the product and traditional business model. Warby Parker revolutionized the industry by vertically integrating and offering glasses for $100 (usually $300+).
14- Taig Mac Carthy @GIK - Blue ocean strategy turned into blue wine
Taig Mac Carthy is a graphic designer who decided to become an entrepreneur to realize his creative vision. As many designers, he wasn't fond of business but changed his mind once he started to get more into entrepreneurship. After reading the Blue Ocean Strategy, he came up with the idea for blue wine GIK and Hola Plate, which are today very successful products.   In the episode we covered: why is Taig focusing on providing meaning instead of solutions, how to test your product idea with a press release, and why did Taig decide to attend a business school. Show notes: 2:35 How did Taig start his first business  5:10 How Taig developed a distaste for business and how he turned that around 6:35 Why is Taig focusing on providing meaning instead of solutions 13:35 Entrepreneur as a cultural provocateur 15:15 Where does the idea for blue wine come from? 16:35 The pricing exercise from the book Blue Ocean Strategy 20:40 The pricing strategy of GIK  23:20 How did Taig validate the idea before spending two years developing the wine 29:10 How did Taig test his 20 business ideas 31:30 The launch of Hola Plate with the PR strategy 34:15 How to test your product idea with a press release? 39:30 The importance of profit margins 42:35 Challenges that designers face when trying to become entrepreneurs 44:30 Why did Taig decide to attend a business school 48:35 How does blue wine sustain competitive advantage? 
11- François Chartrand @Headspace - How to design user-friendly and business effective cancellation process
François is senior product designer at Headspace. In 2017 he was asked to design a new cancellation process for Headspace users who decided they no longer want to use the service. At first, François thought this will be a boring task but it quickly turned into his pet project. In the end, he published an article on Medium, describing his process and providing guidance to other designers who want to design cancellation process too.  In this a great example of a project that needs a careful balance of user focus and business knowledge because one needs to balance users' wish to unsubscribe and business' goal to retain users. How do you reconcile the two? Well, that's what we covered with frank.    Show notes: 1:50 How did François get into design? 6:50 How did François survive the financial crisis as a designer freelancer?  8:30 Why did François leave agency work and join Headspace?  12:40 Headspace reached 1 million subscribers 14:10 The premise of François' article on cancelation process 20:10 How did François approach the challenge of designing cancelation process 25:30 Design principles of a good cancellation experience 29:00 Does being user-centered in a cancellation process drive business results? 34:00 The value of talking to non-designers in your organization  35:25 Hacking Growth book 38:40 Growth tactics used at Headspace 41:45 What is the Headspace culture really like? 
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13- Fabricio Teixeira @UX Collective - How to develop your business empathy

13- Fabricio Teixeira @UX Collective - How to develop your business empathy

Alen Faljic