The Business Tuning workshop series created by UPC for their clients that own a small and medium business. Without UX knowledge, these businesses missed out on digital growth opportunities and struggled to convert website visits into sales.

I took on my role as UX educator,  crafted and presented workshops and a keynote within the UPC Business Tuning event, teaching UX thinking, measurement, and applied tools tailored to SME web and ecommerce contexts.

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I designed the content to require zero prior UX experience. Examples were practical, relatable, and drawn from SME contexts. I focused on lightweight, no-cost, high-impact tools and practices so participants left with techniques they could immediately apply, no big budget needed.

The biggest challenge was proving UX ROI in a single workshop and making complex ideas both useful and engaging. I iterated the presentation based on live feedback, clarifying confusing points and emphasizing early UX wins that business owners could measure.

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Though hard numbers weren’t tracked, each session sparked active Q&A and post-workshop requests for follow-up, indicating genuine engagement. The workshops aligned directly with UPC’s goal: empowering SMEs to adopt digital best practices and seeing UX as a strategic tool, not abstract theory.

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Next time I’d structure the workshop around real attendees’ challenges, prompting participants to share problems and applying UX tools live. That would make the ROI case even stronger and the session more interactive and memorable.