Sophie Freiermuth

Sophie Freiermuth

Agile and Lean UX Consultant - UX Designer
Baguette UX
location_on United Kingdom

Member since 8 years


Sophie Freiermuth

Specialises In
agile-coaching agile-lifecycle backlog backlog-grooming business-analysis coaching-teams continuous-discovery continuous-improvement design-agility design-innovation design-thinking interviewing prioritization product-development product-discovery product-owner scrummaster skills soft-skills tools user-experience user-research user-stories ux velocity

I'm the person asked to come in when you sense your product or service needs design as well as insights on and feedback from users, and you are not sure where to start. You may even be unsure if it's going to be possible to deliver all the business outcomes that are thrown around.

Working exclusively in agile environments, I help the product team and the greater business add users to the business equation towards success, and provide actionable, relevant insights and deliverables that support product and business growth. At the same time, I grow teams and individuals' awareness and skills in user research and design techniques and approaches, and help transform businesses towards user-centricity.

From government to e-commerce to maps, from platforms to services to internal products, from desktop to mobile, for local and international audiences, I've designed and delivered products and services over the last 12 years for L'Oréal, American Express, Capital One, Fiat, Volkswagen, Orange, T-Mobile, Nike, Sainsbury's, the UK Government and many others.

I've worked in the UK, France, Germany and China, and conducted business worldwide, more recently in the US, Canada, Brazil, Singapore, India, Australia as well as all over the EU.

Additionally, I've coached and trained teams and individuals in design and innovation at Allstate, AXA, Société Générale, L'Oréal and Unilever.

I'm invited to speak at conferences worldwide, on UX, Agile and Lean. My most recent appearances were at

  • Agile:Deliver 2018 in Austin TX,
  • FLUPA UX Days 18 in Paris ,
  • France and UI/UX18 in Shanghai, China.

I apply user research, information architecture, interaction design and service design to deliver services and products that solve user problems, answer business needs and make the most of capabilities and opportunities. I also seed design and user-centered thinking, helping organisations grow their innovation pipelines. 

Practising deep collaboration and collective success, I successfully engage with multi-cultural distributed teams and businesses, from start-up to Fortune 100.