Designing With Customers In Mind - For Users' Sake

Team Subkit -

Interested in starting your own entrepreneurial journey in marketing and design but unsure what to expect? Then read up on our interview with Kiersten Mosley, Founder of For Users' Sake, located in Thunder Bay, ON, Canada.

What's your business, and who are your customers?

For Users' Sake™ is a design company that helps individuals, startups, and small businesses—especially women entrepreneurs, improve their image, sales leads, and customer experience. We specialize in User Experience Design to better understand our clients' situations and empathize with their customers to ensure we deliver the best solution. Our agency helps our clients with Web, Branding & Graphic Design, as well as Market Research. For Users' Sake™ is also unique in that we work with Partner Services (copywriters, photographers, social media specialists, and more) to help our clients without them having to pay big agency fees.

Tell us about yourself

For 15 years, I worked as an Art Director for LoyaltyOne, using my graphic design skills in marketing for many clients (AIR MILES, Shell, AMEX, Safeway, Metro, BMO, Hudson's Bay, Rona, and YMCA, to name a few). During that time, I also created a multi-award-winning website, so I decided to expand my knowledge and received my User Experience (UX) Design Professional Diploma in 2017.

Shortly after, I relocated back to Thunder Bay and launched my company to provide UX and UI (User Experience and User Interface Design) services, assessing and advising on all touch points between a company and its clients (online and offline) to improve customer retention and business ROI.

I've always viewed knowledge as an asset to be shared and have made it my personal mission to educate people of all ages about user experience and design. With the launch of my design agency in 2017, I offered free speaking engagements as a way of networking. I found that I really enjoyed it, so I also started…

• Teaching part-time at Confederation College.
• Mentoring entrepreneurs through Thunder Bay's Community Economic Development Commission and Ingenuity (Lakehead University Student Business Incubator Space).
• Presenting workshops on behalf of PARO (not-for-profit social enterprise in Ontario) and local networking groups, such as Elleiance.
• Participation in Northwestern Ontario Innovation Centre's annual Tech Week, speaking to primary school students in the Lakehead District School Board and the Thunder Bay Catholic District School Board

What's your biggest accomplishment as a business owner?

By far, my biggest accomplishment is having clients that are happy with the work we provide—not only have most remained clients, but they also advocate our services. For Users' Sake was nominated for the Thunder Bay Business Excellence Awards in 2021, and in 2022 we were voted by the Thunder Bay community as the Platinum Winner for Web Design and for Graphic Design!

I believe "successful companies are the result of sound products/services, engaged employees, and satisfied customers." Not only do we teach this to our clients, but it's the premise that For Users' Sake has been built on.

What's one of the hardest things that comes with being a business owner?

One of the hardest aspects of being a business owner is dealing with unforeseen events like the pandemic. You need to learn how to "pivot" and "reimagine" your business. I found through the pandemic, three things happened:
1. My clients put a hold on any large projects.
2. My teaching all went virtual.
3. I decided to really focus on what I love most—helping women entrepreneurs "design" their businesses.

Also, I became quite aware that there is only one "me," and I'm limited to the number of customers I can help one-on-one. So, to be able to share the benefits of Design Thinking and Customer Experience Design with other women and businesses, I launched a learning division in the spring of 2022—FUS Academy™ (fusacademy.ca)—named after my agency.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

The top 3 tips I'm sharing are the same as the ones I teach my entrepreneurship students and clients:

  1. Take the time to ensure your business is feasible by completing your Business Model Canvas and Business Plan. It's the best way to learn about the company you want to start, run and grow.
  2. Focusing on your customers and designing your product and services to meet their needs will make your business more competitive and attract more loyal customers. User Experience Design is not just for big companies like Google, Apple, and Amazon—all businesses should strive for good design. Brands and graphics that are well-designed, consistent, and recognizable are more memorable and help evoke the right image and build credibility.
  3. A brand is not just the logo. It's the authenticity, trustworthiness, and shared values between you and your customers. Having consistency across all touchpoints in your business will increase your revenue.

Where can people find you and your business?

Website: https://foruserssake.ca/
Facebook: https://www.facebook.com/foruserssake/
Instagram: https://www.instagram.com/foruserssake/
LinkedIn: https://www.linkedin.com/company/for-users-sake/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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