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In this episode of UX Leadership by Design, Mark Baldino sits down with Sara Fortier, CEO and founder of Outwitly, a UX talent solutions firm that evolved from a UX consultancy into a staffing partner for UX, research, and service design teams.

Sara shares her journey from agency consulting to UX staffing, explaining how shifting market dynamics, including digital transformation, AI disruption, and the rise of the blended workforce, led to her firm’s transformation. She and Mark discuss the traits that make contract designers successful, how leaders can better manage mixed teams, and the growing pressure for design teams to align with business outcomes.

Sara also offers practical advice for designers at every level—on building trust, navigating uncertainty, and developing the soft skills and business fluency necessary for long-term career success.

Key Takeaways

• Pivoting with Purpose: Outwitly’s shift from UX consulting to staffing wasn’t just reactive—it was strategic. Sara shares how market demand, revenue signals, and hard-earned confidence drove the transition.
• Blended Teams Work—With the Right Talent: Contract designers can provide speed, flexibility, and specialization—but only when they bring seniority, stakeholder savvy, and initiative. Soft skills are non-negotiable.
• Leadership Is Getting Pulled in Every Direction: Today’s UX leaders are balancing emotional support for their teams, pressure from execs on AI, and increasing demands to prove business value—all while staying current themselves.
• Designers Must Embrace Business Fluency: Career longevity increasingly depends on understanding how design impacts revenue, costs, and KPIs. Designers need to connect their work to strategic business drivers.
• Trust Is Built Through the Basics: Responding to emails, sending updates, raising risks early—these are simple but critical practices that build stakeholder trust and create long-term credibility.
• Relationships = Resilience: Strong networks and internal relationship-building help designers navigate layoffs, transitions, and career pivots. Build trust across teams, not just within design.

Chapters

00:00 – Intro & Guest Welcome

01:30 – From Industrial Design to UX Leadership

05:15 – The Pivot to UX Staffing

09:45 – What’s Driving the Rise in Contract UX Talent?

12:40 – What Makes a Great Contractor?

15:40 – The Pressure on Design Leaders

21:30 – Career Longevity in UX: Advice for Designers

Resources & Links

• Connect with Sara on LinkedIn

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy