Afleveringen
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In this episode of the UX Fika podcast, I sit down with Luciano Lykkebo, entrepreneur and event creator behind Future Product Days and a growing number of conferences across Europe.
We talk about Lucianoâs journey from studying linguistics and starting a translation company in his early twenties to, 18 years later, asking himself what he would build if he had to start all over again. The answer was conferences, despite never having organised one before.
Luciano shares what heâs learnt about creating events people actually want to attend, why he starts with how he wants people to feel when they leave and works backwards from there, and why conferences are less about learning and more about inspiration, new perspectives, and bringing people together.
We also dive into AI, MCPs, and how the roles of designers and developers are moving closer together. Luciano shares why he believes weâll increasingly build products for agents as well as people, why the future is in your data, and how he uses AI not just to generate things, but to uncover patterns and help him make better decisions.
Along the way we talk about the reality of building businesses, sleepless nights, relying on his wife financially in the early days, and why founders need to expect setbacks and learn to worry less. Plus why Luciano now spends a surprising amount of his working day simply thinking, and why doing something you genuinely love can be one of your biggest competitive advantages.
Itâs a conversation about building, taking risks, thinking ahead, and creating the things you wish existed.
Plus:
âïž Why an espresso is his go to fika, because he wants the essence and he wants it fast
â Why you should expect the setbacks and remember to enjoy life along the way
What we cover:
00:00 Introduction and Background
02:49 Transition to Event Organizing
05:38 Learning from Mistakes in Conference Planning
08:36 The Impact of AI on Conferences
11:42 The Future of In-Person Events
14:46 Collaboration Across Disciplines
17:26 The Shift Towards Intelligent Agents
20:27 The Evolution of Content Creation
23:29 Personal Journey and Business Growth
26:39 The Value of Investing in Talent
27:45 Overcoming Doubts in Entrepreneurship
30:09 Learning to Worry Less
32:09 The Sacrifices of Startup Life
33:54 Seeking Investment and Support
36:01 The Role of AI in Business
39:17 Leveraging AI for Decision Making
42:13 Data-Driven Insights and AI
45:00 The Intersection of Linguistics and AI
49:43 Balancing Work and Life
52:55 Life in Denmark: A Journey of Adaptation
56:27 The Feeling of Home: Navigating Multiple Cultures
57:41 The Future of Europe: Unity and Digital Independence
01:00:32 Fostering Startups: The Path to European Innovation
01:03:55 Lessons from Entrepreneurship: Embracing Setbacks
01:06:22 Passion and Success: The Key Ingredients
01:09:46 The Role of AI in Entrepreneurship
01:10:50 Favorite Cafes: A Personal Touch
Where to find Luciano:
LinkedInFuture Product DaysWhere youâll find Anna & UX Fika:
â â â â â â â â â â â â â â â Anna on LinkedInâ â â â â â â â â â â â â â â â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â â â â â â â â â â â â â â â UX Fika on Instagramâ â â â â â â â â â â â â â â â â UX Fika on LinkedInâ â â â â â â â â â â â â â The UX Fika Digest newsletterâ â â â â â -
In this episode of the UX Fika podcast, I sit down with Indi Young, solution strategist, author, teacher, and creator of a method that lets teams clarify, measure, and grow their solutions and audience based on thinking styles.
Indi has spent decades helping teams move beyond behaviours, opinions, demographics, and assumptions to better understand what is actually going through people's minds. In our conversation, she shares why listening remains one of the most important skills we have, and why understanding people's intentions, emotional reactions, and decision-making can reveal opportunities that organisations often leave on the table.
We talk about her journey from software engineer and co-founder of Adaptive Path to developing approaches that help teams understand how people think, rather than simply what they do. Indi explains why designing for an "average user" has always been limiting, why personas often miss what matters most, and how thinking styles can help us better support different approaches, needs, and goals.
We also dive into AI and what it means for discovery work. While many organisations are focused on speed and efficiency, Indi argues that the real opportunity is to use the time AI creates to better understand people, uncover overlooked relationships, and build things that genuinely matter. We explore why listening still matters, why strategy cannot simply be outsourced to AI, and why the organisations that thrive may be the ones that stop chasing competitors and start forging their own path.
Along the way we talk about Adaptive Path, self-publishing books, building communities, and why so many of the most interesting ideas emerge from small groups of people working together. It's a conversation about listening, cognition, relationships, and the importance of understanding before deciding what to build.
Plus:
âïž Why spending time with her cat is her favourite fika
â Why you should always travel with chocolate and almonds
What we cover:
02:15 Introduction and Background
05:19 Understanding Different Perspectives in Design
08:09 The Evolution of Indi's Work and Methodology
11:17 The Importance of Purpose and Intention
14:03 Designing for Diverse Thinking Styles
17:04 The Role of AI in Modern Design
19:56 Building Relationships Through Design
23:03 The Need for Slowing Down in Design
25:42 Leveraging Existing Data for Better Insights
28:44 Future Directions in Design and Research
35:46 Understanding Decision-Making Layers
40:00 The Importance of Listening
52:08 Building Relationships in Organizations
55:48 The Birth of Adaptive Path
01:02:51 Navigating the Future of Research
01:05:57 Creativity and Connectivity in Storytelling
01:10:50 The Future of Work and Self-Publishing
01:15:40 Collaboration and Community Building
01:20:43 Understanding Thinking Styles and Decision Making
01:24:30 Optimism and Grounding Work for a Better Future
Where you'll find Indi:
LinkedInThe all-new Thinking Styles course with a Practice Group starting in AugustThe prerequisite Listening Deeply course or book Time to ListenThe Practice Groups that I host a few times a yearPrivate Practice Groups that I do for teamsFun tidbits:
The I SPY illustration, and Method explanationsOutcomes, with case studies and videos beneath each subsectionThe Dog mental model SkylineWhere youâll find Anna & UX Fika:
â â â â â â â â â â â â â â Anna on LinkedInâ â â â â â â â â â â â â â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â â â â â â â â â â â â â UX Fika on Instagramâ â â â â â â â â â â â â â â UX Fika on LinkedInâ â â â â â â â â â â â The UX Fika Digest newsletterâ â â â â âHere's a taster of what UX Fika offer:
â â â â â â Storyboarding Presentations For Presentations, Workshops & Deliverables Courseâ â â â â â - updated course launches 17 Juneâ â â â â â Storytelling For Effective Meetings & Presentations Courseâ â â â â - new cohort starts 14 September -
Zijn er afleveringen die ontbreken?
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In this episode of the UX Fika podcast, I sit down with Joe Macleod, founder of andEnd and pioneer of Endineering â a practice focused on designing how products, services, and relationships end.
Joe has spent more than three decades working across digital, physical, and service design, including leading design at ustwo. Today, his work centres on something most organisations tend to avoid: what happens at the end. When a customer leaves. When a product is no longer used. Or when a service is no longer needed.
We talk about why endings are often overlooked in design, and what it means when businesses focus almost entirely on acquisition, engagement, and retention, but not on letting go. Joe shares how poorly designed endings can create frustration, waste, and broken relationships, and why more thoughtful off-boarding can actually build trust, loyalty, and long-term value.
We also dive into sustainability, consumption, and responsibility, and how designing better endings is not just a user experience challenge, but a business and societal one. Joe explains how Endineering helps organisations think beyond the moment of use, and consider the full lifecycle of what they create.
Along the way we talk about behaviour, habits, and why people often hold on to things longer than they should. We also touch on Joeâs journey from leading large design teams to focusing on a niche that didnât exist before, and what it takes to build a new category around something most people havenât yet named.
I absolutely loved this conversations and itâs intersection with storytelling, and why how things end matters just as much as how they begin.
Plus:
âïž Why coffee and a chocolate ball is his go to fika
â Why get out of your head and that everything ends is worth remembering
What we cover:
02:22 The Importance of Endings
08:26 Exploring Consumer Experiences and Off-Boarding
15:12 The EuroStack
16:57 The Role of Death in Design and Society
20:01 Justice and Measurement in Consumer Impact
25:56 Innovations in Endings and Off-Boarding Experiences
31:55 The Emotional Weight of Endings
35:25 The Importance of Endings in Storytelling
38:09 Consumer Lifecycle and Brand Experience
41:18 Historical Perspectives on Consumption
44:32 The Shift Towards Sustainable Consumption
47:34 The Role of AI in Modern Relationships
52:55 The Significance of Complete Stories
57:01 The Future of AI and Its Implications
01:05:02 The Role of AI in Human Connection
01:06:35 Living in Sweden: A Personal Journey
01:08:02 Digital Identity and Its Importance
01:09:26 Self-Publishing: The Author's Journey
01:13:22 Navigating Social Media and Marketing Challenges
01:18:25 Future Perspectives: Hope and Concerns
01:22:10 Life Lessons and Personal Reflections
01:24:00 Building a Business: Skills and Networking
Where to find Joe & his work:
Joe on LinkedInandEnd on LinkedInandEnd's websiteThe Endineering bookEnds bookEnds ebook - 25% off discount code: NCKEVEndineering ebook - 25% off discount code: NCKEVWhere youâll find Anna & UX Fika:
â â â â â â â â â â â â â Anna on LinkedInâ â â â â â â â â â â â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â â â â â â â â â â â UX Fika on Instagramâ â â â â â â â â â â â â UX Fika on LinkedInâ â â â â â â â â â The UX Fika Digest newsletterâ â â â âHere's a taster of what UX Fika offer:
â â â â â Storyboarding Presentations For Presentations, Workshops & Deliverables Courseâ â â â â - updated course launches 17 Juneâ â â â â Storytelling For Effective Meetings & Presentations Courseâ â â â - new cohort starts 14 September -
In this episode of the UX Fika podcast, I sit down with Vitaly Friedman, UX Lead, founder and editor-in-chief of Smashing Magazine, and curator of the SmashingConf conferences.
Vitaly has spent more than two decades working with large organisations on complex digital systems, helping teams improve the user experience of intricate products while also figuring out how to actually measure the impact of design. In our conversation, he shares why he has always been drawn to complexity â the messy systems, the broken processes, and the difficult stakeholder situations where design often struggles to make progress.
We talk about the evolution of UX over the past twenty years and why many teams still struggle to demonstrate the value of their work. Vitaly shares how measuring UX impact has become an increasingly important part of the role, and why designers need better ways to connect their decisions to real outcomes for users and organisations.
We also dive into AI and what it means to design effective AI experiences. Vitaly explains why many current AI interfaces are still clumsy and confusing, and why designing for AI requires us to rethink how we handle uncertainty, feedback, and user expectations.
Along the way we talk about Smashing Magazine and the community around it, how conferences create spaces for designers to learn from one another, and why writing, teaching, and sharing knowledge has always been central to his work. Plus what the world will be like in 2047, why heâs a fixer, what made him start singing in the shower again. Itâs the kind of conversation I did not want to end.
Plus:
âïž Why a flat white and blueberries are his go to fika
â Why do something today is his advice
What we cover:
00:00 Introduction and Name Origins
05:06 The Evolution of Smashing Magazine
08:16 The Journey of Freelancing and Learning
11:11 The Impact of AI on Writing and Content Creation
14:10 The Importance of Authenticity in Writing
17:12 Complexity in Design and UX
20:13 Navigating Complex Projects
23:08 The Role of Designers as Disruptors
26:07 The Future of UX and Design in a Changing Landscape
43:49 Why Designers Can Be Difficult
46:42 Building Relationships in Design
49:33 The Hero's Journey in Design
50:52 Understanding Stakeholder Perspectives
53:54 Measuring Success in Design Projects
59:47 Navigating Complex Systems
01:02:12 The Importance of Asking the Right Questions
01:04:06 Embracing Complexity in Design
01:07:39 The Role of Journey Maps
01:09:11 The Future of AI in Design
01:14:13 The Evolution of User Interfaces
01:17:32 Reflections on the Future of Work
01:20:33 What Excites Him About the Future
01:21:34 Finding Joy in Problem Solving
01:26:23 Lessons Learned from Entrepreneurship
Where youâll find Vitaly:
LinkedInMeasure UXAI Design PatternsSmashingConfSmashing MagazineWhere youâll find Anna & UX Fika:
â â â â â â â â â â â â Anna on LinkedInâ â â â â â â â â â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â â â â â â â â â UX Fika on Instagramâ â â â â â â â â â â UX Fika on LinkedInâ â â â â â â â The UX Fika Digest newsletterâ â â âHere's a taster of what we offer:
â â â â Storyboarding Presentations & Deliverables courseâ â â â â â â â Storytelling For Effective Meetings & Presentations Courseâ â â â â â â â 5 x One-on-one Coaching Sessionsâ â â â â â â â Membership to our community the Fika Roomâ -
Welcome to season 4 of the UX Fika podcast where I sit down with people who have built both the big and the small, for others and themselves.
Our first guest is no other than Björn Jeffery, former CEO of kids-app studio Toca Boca, now a tech columnist and podcast host at Svenska Dagbladet, and an independent analyst working at the intersection of technology, finance, and society.
We talk about the early days of Toca Boca and why they didnât make games, they made digital toys. Björn explains the difference between the two and how that distinction shaped their product philosophy, from designing for open-ended play to deliberately avoiding artificial timers, pressure loops, and mechanics that demand childrenâs attention.
We also cover changing perspectives: moving back to Sweden after years abroad, transitioning from being part of â and the CEO of â a fast-growing company to working independently, how parenthood changed his priorities, and about zooming out from building products to analysing the systems around them.
Björn shares why he believes many parts of todayâs tech economy resemble what he calls casino capitalism, a shift from steady, long-term thinking toward higher-risk, more speculative behaviour driven by crypto, prediction markets, and social media narratives. We talk about how risk has become normalised, how knowledge is sometimes devalued in favour of speed and virality, and how a new generation of power brokers â influencers and online personalities â now shape financial decisions and public opinion at a scale few fully grasp.
We also dive into AI and social media, and why Björn sees authenticity and taste as counter-trends to algorithmic sameness.
I really loved this conversation. It holds aspect of work but also the other bits around it, the bits that makes us human, and no matter were weâre from, connects us.
Plus:
âïž Why a double cappuccino and a plain croissant is his go to fika
â Why do what only you can do applies more than ever
What we cover:
00:00 Introduction to Björn Jeffery and Toca Boca
03:32 The Early Days of Toca Boca
08:09 Understanding Children's Digital Play
11:25 Designing for Kids: The Toca Boca Philosophy
14:29 The Impact of Social Media on Mental Health
17:14 The Legal Responsibility of Social Media Companies
24:28 The Future of Social Media and AI
28:42 The Role of Taste and Authenticity in Content Creation
32:53 The Importance of Knowledge in the Age of AI
38:15 Augmented Bodies and Minds
42:31 Navigating the Tech and Finance Intersection
46:31 The Influence of Social Media on Financial Decisions
48:48 The New Power Brokers in Society
50:32 The Transition From Toca Boca to Advisory Work
52:04 Moving Back to Sweden
01:03:30 Final Thoughts and Advice
01:05:22 Reflection on Career and Entrepreneurship
01:08:47 Words to Live By and Favourite Fika
Where youâll find Björn:
LinkedInSubstackTwitterWebsiteWhere youâll find Anna & UX Fika:
â â â â â â â â â â â Anna on LinkedInâ â â â â â â â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â â â â â â â UX Fika on Instagramâ â â â â â â â â UX Fika on LinkedInâ â â â â â The UX Fika Digest newsletterâ â âHere's a taster of what we offer:
â â â Storyboarding Presentations & Deliverables courseâ â â â â â Storytelling For Effective Meetings & Presentations Courseâ â â â â â 5 x One-on-one Coaching Sessionsâ â â â â â Membership to our community the Fika Roomâ -
Welcome to Season 4 of the UX Fika podcast: The Founders.
This season is about the people behind the things we see. Some have built big, global companies. Others have built small, intentional businesses around the life they want to live. Some planned it. Some stumbled into it.
What fascinates me are the stories behind the building â the risks, the trade-offs, the perspective shifts, and the lessons learned along the way.
In a time when almost anyone can build almost anything, what does it really mean to create something that matters?
Weâll talk about work, leadership, independence, and life. And yes, weâll still ask about fika âïž
If you enjoy the show, follow, rate, and share it with someone who might benefit.
Happy listening.
Where youâll find Anna & UX Fika:
â â â â â â â â â Anna on LinkedInâ â â â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â â â UX Fika on Instagramâ â â â â UX Fika on LinkedInâ â The UX Fika Digest newsletterâHere's a taster of what we offer:
â Storyboarding Presentations & Deliverables courseâ â Storytelling For Effective Meetings & Presentations Courseâ â 5 x One-on-one Coaching Sessionsâ â Membership to our community the Fika Room -
Season 3 is a wrap and in this first bonus episode we share what's to come in, not the least in 2026, say thank you as well as how you can support us and the show.
Here's a taster of what we offer:
Storyboarding Presentations & Deliverables courseStorytelling For Effective Meetings & Presentations Course5 x One-on-one Coaching SessionsMembership to our community the Fika RoomWhere youâll find Anna & UX Fika:
â â â â â â â â Anna on LinkedInâ â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â UX Fika on Instagramâ â â UX Fika on LinkedInThe UX Fika Round Up newsletter -
In this episode of the UX Fika podcast, I sit down with Kate Tarling, service leadership expert, author of The Service Organisation, and founder of The Service Org Group, where she helps large and complex organisations shift to a more service-oriented way of working.
We talk about what it really means for organisations to become service-oriented, and why so many still havenât grasped what their services actually are. Kate shares how easy it is to confuse departments, technologies, and internal processes for âthe service,â and why the work has to start from the outside in, from what people are actually trying to do.
Kate shares how itâs no longer about convincing people of the value of UX or service design, but helping leaders navigate the real, structural problems of scale and complexity: fragmented decision-making, siloed measures of success, and teams all âdoing good workâ in isolation from one another. We talk about why modern organisations need multifunctional leadership, shared accountability, and clearer ways to measure performance across an entire service. Not just within individual functions.
We also dive into how organisations actually make this shift, why small steps matter, and why waiting for permission often means nothing changes. Kate explains how teams can start contextualising their work, influencing decisions, and revealing the bigger picture, even when the organisation isnât âreadyâ yet.
And we talk about our best and worst service experience, why Sheffield according to Kate is the best place in the UK and why, when in doubt, you should imagine what someone else might do.
Kate was also part of the original group who regularly met for dinners back in London, and one of the first I met on the conference scene. She is also a very dear friend and with those things combined, her episode makes a suitable ending to season 3, and bridge into the next one. More on that soon.
Plus:
âïž Why tea and a Portuguese custard tart is one of her go to fikas
â Why when you're faced with a difficult situation, or you're aware of a difficult situation coming up, or you're in a sitiation or maybe an opportunity ahead of you that you're not sure how to approach, pick somebody you admire and imagine what they would do in that situation.
Where you'll find Kate
â LinkedInThe Service Org websiteThe Service Org bookWhere youâll find Anna & UX Fika:
â â â â â â â â LinkedInâ â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â Instagramâ â â -
In this episode of the UX Fika podcast, I sit down with Jim Kalbach, author of several books including Mapping Experiences and The Jobs To Be Done Playbook, Collaborative Intelligence. Jim is also the Chief Evangelist at Mural and has spent more than two decades shaping how teams understand human experiences, uncover customer needs, and collaborate more meaningfully.
We talk about the evolution of journey mapping, from an obscure UX technique to a must-have tool that leaders now ask for, and why the real value isnât in the beautiful deliverable, but in the conversations, alignment, and sensemaking that happen because of it. Jim explains why mapping is a diagnostic tool, a catalyst, and increasingly a survival skill for organisations navigating relentless change and the realities of AI.
We dive into how AI and journey mapping now inform each other: how AI helps us see patterns in huge datasets, and why understanding human experience has never been more essential as people land âin the middleâ of journeys through search, social, and now LLMs.
We also talk about Jobs To Be Done, how to separate customer needs from your solution, and why language and specificity matter so much when youâre trying to understand the problem behind the problem. Jim shares what most organisations get wrong, why âthings donât have needs â people do,â and why getting clear on intent is still one of the sharpest competitive advantages you can build.
Beyond that we cover the Intersection of customer success and UX but we also talk about music, collaboration, and how jazz improvisation, sheet music, and walking bass lines all shape the way Jim thinks about teamwork, structure, and the unseen foundations that hold great experiences together.
Plus:
âïž Why coffee and dark chocolate is his go to Fika
â Why something will always work out, or it always does is his go to advice.
What we cover:
02:20 Introduction to Mapping Experiences
02:50 Evolution of Journey Mapping
05:51 AI's Impact on Experience Design
09:01 The Role of Journey Mapping in Organizations
12:00 Writing and Publishing Books
14:56 Jobs to Be Done Framework
17:44 Understanding Job Performers and Personas
32:30 The Evolution of UX and Design Responsibilities
34:52 The Democratization of Design
37:56 The Dispersal of UX Community and Knowledge
39:43 Building a Community Around Jobs to Be Done
43:22 The Intersection of Customer Success and UX
46:04 The Broader Implications of Jobs to Be Done
48:45 The Role of Music in Creative Processes
51:48 Collaboration as a Musical Metaphor
54:40 Self-Publishing and Sharing Knowledge
57:11 The Journey to Information Architecture
01:01:43 Understanding Human-Centered Design
01:05:25 The Future of AI and Human Needs
01:10:24 Building Human-Centered Organizations
01:13:47 Words to Live By and Personal Reflections
Where you'll find Jim
â LinkedInJobs To Be Done ToolkitJobs To Be Done PlaybookWhere youâll find Anna & UX Fika:
â â â â â â â â LinkedInâ â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â Instagramâ â â -
In this episode of the UX Fika podcast, I sit down with Tom Greever, executive design leader, author of Articulating Design Decisions, and someone whoâs spent over 20 years helping teams communicate their ideas clearly, confidently, and with impact.
We talk about how his now classic book came to be, whatâs changed since the first edition, and why articulating design decisions is more important than ever in an age where AI is beginning to make design choices for us. Tom shares how writing the book â and rewriting it during the pandemic â revealed that most designers donât need new theories, they need simple, practical tools to help them lead with clarity and empathy in the rooms where decisions are made.
We explore what it really means to be a great communicator â from designing meetings like journeys, to understanding your stakeholders as deeply as your users, and why listening to understand (not to respond) is one of the most powerful design skills you can build.
Beyond design, we also talk about family, shared goals, and how the same principles that make great meetings â trust, empathy, and curiosity â can also make a marriage and family life thrive.
Plus:
âïž Why a good coffee and croissant is his go-to fika
â Why you should do something even if itâs wrong, and that you can either be right or have a relationship is his go to advice.
What we cover:
02:20 Reconnecting After Years01:55 Life Changes and Career Transitions03:42 The Impact of COVID-19 on Work and Life05:49 Revising the Book: Lessons Learned07:57 AI's Role in Design and Communication09:38 The Importance of Articulating Design Decisions11:56 Collaborative Prompting with AI13:45 The Future of UX Design in the Age of AI15:49 Navigating Changes in the Design Industry17:41 Understanding Stakeholders in Design19:38 Communicating Design Decisions Effectively21:43 The Art of Storytelling in Design23:39 The Inner Conflicts of Stakeholders28:19 Designing Effective Meetings32:18 Articulating Design Decisions36:13 The Importance of Documentation39:18 Building Relationships and Trust43:22 Post-Meeting Follow-Up48:12 Balancing Work and Family Life58:02 Balancing Opportunities and Family Life01:00:08 The Joy of Creating and Hobbies01:02:37 The Importance of Storytelling01:03:20 Fika: Coffee and Croissants01:07:53 Life Lessons and Relationships01:16:36 Effective Communication and Listening Skills
Where you'll find Tom
â LinkedInWebsiteArticulate Design Decisions bookWhere youâll find Anna & UX Fika:
â â â â â â â â LinkedInâ â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â Instagramâ â â -
In this episode of the UX Fika podcast, I sit down with Abby Covert, information architect, writer, and community organiser whoâs spent the past two decades helping people make sense of messes. Sheâs the author of âHow to Make Sense of Any Messâ and âStuck? Diagrams Helpâ, and the founder of The Sensemakers Club, a growing community where sensemakers from diffferent walks of life come together to learn from each other.
We talk about how her first book started as a small, self-published side project, written in a café, born out of a desire to help people who felt overwhelmed by complexity, and how it became one of the most beloved design books of the last decade. Abby shares how her autism diagnosis reshaped her relationship with structure, and why making sense of messes is as much about empathy and understanding as it is about organisation.
We explore how information architecture has changed, from site maps and taxonomies to search, data, and algorithms, and why its role today is more important than ever. Abby explains why IA should be seen as business-critical infrastructure, how it helps organisations make smarter decisions, and what happens when teams skip systems thinking altogether.
Itâs a conversation about clarity, connection, and how structure shapes not just our products, but our understanding of the world around us.
If you like the episode, please leave rate and leave a review to help Abbyâs story reach more people.
Plus:
âïž Why a sweet danish with black tea with a little bit of milk is her go to fika
â Why if the algorithm shows you that you might be autistic or ADHD or something, you should take the test
Where you'll find Abby
â LinkedinInstagramWebsiteThe Sensemakers ClubWhere youâll find Anna & UX Fika:
â â â â â â â â LinkedInâ â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â Instagramâ â â -
In this episode of the UX Fika podcast, I sit down with Sarah Doody â UX researcher, product designer, and founder of Career Strategy Lab, a job search accelerator helping UX and product professionals find their next role and succeed once theyâre there.
We talk about treating your career like a product â creating a roadmap, defining outcomes, and using research to uncover your blind spots, and why finding your voice matters.
Sarah also shares how small, consistent steps and thinking in terms of compound interest matters. Whether it has to do with how you treat LinkedIn, work on your resume, build relationships, or use social. And related to that why strong relationships still matter more than any algorithm.
We also dive into AI and the job market, why the best resumes still start with human thinking, not prompts, and how context, storytelling, and connection remain our biggest differentiators.
Itâs a candid, generous and very practical conversation where Sarah shares how her own career evolved from UX designer to founder, what sheâs learned the many designerâs she coached, and what to do, and not do, to make your resume and portfolio stand out.
If you like the episode please leave a review, and a rating to help Sarahâs story and advice reach more people.
âïž Why a strong latte is her go to fika and Publik, Holy Water Coffee and Lab Barba are her favourite cafĂ©s
What we cover:
02:14 Reconnecting and Reflecting on the Past
03:02 Evolving Career Coaching: From Portfolios to Roadmaps
06:08 Navigating the Job Market: Challenges and Opportunities
09:01 The Role of AI in UX: Imitation vs. Innovation
12:00 Crafting Effective Resumes and Portfolios
17:43 Tailoring Your Portfolio for Success
23:51 Timeless Skills in a Changing Landscape
30:55 The Role of Storytelling in Product Development
34:27 Finding Your Voice and Public Speaking
41:27 The Importance of Honesty in Communication
46:30 Building Relationships and Networking
52:06 Navigating Social Media Algorithms
57:11 The Evolution of UX Content Creation
59:49 The Importance of Owning Your Digital Presence
01:02:15 Authenticity in Content Creation
01:04:17 Career Quakes and Future Aspirations
01:09:57 Life Changes and New Beginnings
01:12:21 The Joy of In-Person Connections
01:18:22 Looking Ahead: Future Collaborations and Meetups
Where you'll find Sarah:
â LinkedInWebsiteCareer Strategy LabWhere youâll find Anna & UX Fika:
â â â â â â â â LinkedInâ â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â Instagramâ â â -
In this episode of the UX Fika Podcast, I sit down with Cheryl Platz â actress, designer, author, and creative director for the Game Studio at The PokĂ©mon Company International â whose career has spanned everything from The Sims and Alexa to Marvel Strike Force and PokĂ©mon TCG Live.
We talk about what games can teach us about human behaviour, creativity, and community, and why the future of design may have more in common with game design than we think. Cheryl shares her journey from UX and voice design to the world of live service games, and how play, self-expression, and connection are becoming the real motivators behind why people play.
We also dive into her two books â Design Beyond Devices and The Game Development Strategy Guide â and how sheâs applying user-centered thinking to game creation, community design, and even how teams work together. Cheryl opens up about resilience through layoffs, learning to âbe right less of the time,â and how curiosity and collaboration fuel both her work and her recovery.
Itâs a warm, honest, and fascinating conversation about storytelling, games, and why designing for play might just help us design better futures â for products, teams, and people.
Plus:
âïž Why a nice cup of coffee or a peppermint tea is her go to fika
â Why peopleâs perception does not control your potential is her life advice as well as why you should be less right at work
What we cover:
02:22 Reconnecting and Reflecting on the Past05:22 Books and Their Impact on Design07:45 Navigating Personal Challenges and Health Issues11:19 Career Transitions and Lessons Learned14:18 The Importance of Community and Support17:08 Facing Layoffs and Finding New Opportunities20:16 Building a Career in the Gaming Industry29:42 Navigating Team Dynamics in Game Design30:12 Lessons from Live Service Games31:59 The Journey to Pokémon Company38:18 User Experience vs. Game Design41:12 Modern Motivators of Play45:20 The Role of AI in Gaming Companionship49:20 Addressing Toxicity in Gaming Communities57:35 The Evolution of Immersive Gaming Experiences01:04:50 The Art of Podcasting and Production Challenges01:09:26 Writing Books: The Journey from First to Second01:21:21 The Intersection of UX and Game Design01:26:28 Advice for Transitioning into Game Design01:33:17 Life Lessons and Final Thoughts
Where you'll find Cheryl:
LinkedInBlueSkyBook/Podcast websitePersonal websiteCompany websiteInquire about a talk, workshop, or interviewInstagramTikTokLinktree TwitchDesign portfolioMedium articlesYouTube (design)Where youâll find Anna & UX Fika:
â â â â â â â â LinkedInâ â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â Instagramâ â â -
In this episode I sit down with Paulina Modlitba, AI strategist, angel investor, author of 'Vad fan ska vi med AI till?' (âWhat the hell do we need AI for?â), and one of Swedenâs leading voices on technology and innovation.
We talk about how AI makes us feel and why Paulina believes itâs ultimately a deeply human topic. She shares her journey from studying humanârobot interaction at MIT Media Lab to writing a practical guide that makes AI accessible for everyone, and why she sees it less as a threat and more as a partner for creativity and growth.
We dive into how AI can help us see new patterns, find meaning in data, and free up time for the work that matters, but also why we need boundaries, better guardrails, and new measures of success that go beyond productivity. Paulina also shares stories from her book, from municipalities using AI, to a man who built a âmom botâ that unexpectedly became therapy.
We also explore why most companies are still failing to get value from AI, the need for collaboration between technology and people, the role of AI in organisations, and the importance of maintaining human connections in an increasingly automated world.
Itâs a lively, thought-provoking conversation about curiosity, complexity, and why the real challenge isnât making AI smarter â itâs helping humans use it wisely. Plus the Stockholm cafĂ© where most of her book was written.
Plus:
âïž Why decaf coffee and a cinnamon roll is her go to fika,
â Why when AI gets smarter, humans has to get wiser
What we cover:
02:20 Introduction to AI and Its Human Impact
04:01 The Book: What the Hell Do We Need AI For?
06:44 Paulina's Background and Journey in Tech
12:51 The Role of AI in Organizations
18:34 AI's Potential for Human Enhancement
24:31 Generative AI: A Tool for Creativity
30:24 Boundaries and Ethics in AI Usage
36:30 AI in Education and Its Future
42:28 The Human Element in AI Interactions
48:28 The Balance of AI in Daily Life
54:23 The Future of Work and AI Integration
01:00:09 Final Thoughts and Life Advice
Where you'll find Paulina:
â Linkedinâ â Vad fan ska vi med AI till?â (book)â Substack newsletterâWhere youâll find Anna & UX Fika:
â â â â â â â â LinkedInâ â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â Instagramâ â â -
In this episode of the UX Fika podcast, I sit down with Josh Clark and Veronika Kindred from Big Medium â design leaders and co-authors of the upcoming book Sentient Design.
We talk about what itâs like to work and write a book together as father and daughter, and how that partnership has shaped both their working relationships and their ideas about what design needs next. They share how Sentient Design frames AI not just as a tool for efficiency, but as a new design material â one that lets us create experiences that are intelligent and radically adaptive.
We explore the concept of âpractical magic,â why sometimes wheels on a suitcase are enough, and when itâs worth reaching for the flying version. Josh and Veronika also walk through some of the 14 new patterns theyâve identified for AI experiences, like the âPinocchioâ pattern. We talk about the future of interfaces, navigating characters and relationships with AI and LLMs, and what all of this means for the future of design teams, businesses, and everyday products.
Itâs a conversation about invention, responsibility, and designing futures that are as humane as they are intelligent. And itâs one to watch, as they share a few examples.
Plus:
âïž Why cinnamon roll is Veronikaâs go to fika and home made turkey sandwich is Joshâs
â Why âIf it passes me, it wasnât meant for meâ is Veronikaâs advice and âYou have timeâ and âYou are not your workâ is Joshâs
What we cover:
02:30 Introduction and Family Dynamics
05:23 Veronika's Journey into Design
08:20 Navigating Family and Professional Relationships
11:24 The Book Writing Process
14:21 Sentient Design: Concept and Challenges
17:16 Future-Proofing Design in a Rapidly Changing Landscape
20:11 The Role of AI in Design
23:08 Magic and Practicality in Design
26:16 AI as a Design Material
28:56 The Importance of Intent in AI Interfaces
32:03 Cultural Shifts in AI Adoption
34:48 Balancing AI Innovation and Responsibility
37:52 Design Patterns for AI Integration
48:16 The Value of Sketching in Design
50:54 The Shift from Tool-Based Design to Conceptual Thinking
52:12 AI-Mediated Design: A New Era of Innovation
54:46 Radically Adaptive Experiences in Design
58:35 The Future of Interfaces and User Experience
01:02:27 Navigating Relationships with AI and LLMs
01:11:35 The Impact of AI on Future Generations
01:18:04 Life Lessons and Reflections on Growth
Where youâll find Josh & Veronika:
Josh's bio Veronika bioBig MediumSentient Design book info"A Little Big Medium" our occasional email newsletterVeronika Kindred on LinkedInJosh Clark on LinkedInWhere youâll find Anna & UX Fika:
â â â â â â â LinkedInâ â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â Instagramâ â -
In this episode of the UX Fika podcast, I sit down with Melissa Perri, strategic adviser, author of Escaping the Build Trap, CEO of Produx Labs, and faculty member at Harvard Business School.
We talk about why product management is more critical than ever as AI accelerates how we build, test, and ship ideas, and why the difference between great product managers and average ones is about to become starkly clear.
Melissa shares why strategy, vision, and leadership canât be automated, and how teams risk creating waste at scale if they donât keep their focus on outcomes, and why companies still struggle to escape the build trap, even a decade after she first named it.
We also explore what it means to take risks, how writing and teaching sharpens her thinking, and why renovations, side projects, and even opening a restaurant with her sister keeps her balanced and inspired.
Itâs a really lovely conversation about what it takes to build, whether thatâs great products, a business, an actual restaurant, or a life in some place new.
Plus:
âïž Why cold brew, and sometimes a flat white, is Melissaâs go-to fika
â Why donât listen to people who have never done it tell you it wonât work is her advice
What we cover:
02:12 Reconnecting and Reflecting on the Past
06:45 Starting Product Institute
10:10 The Impact of AI on Product Management
13:49 The Role of UX in Product Development
19:53 Understanding the Build Trap and Its Implications
28:57 Escaping the Build Trap: Insights and Updates
35:50 Self-Publishing: The Journey of Writing a Book
38:56 Self-publishing Compared to Having a Publisher
41:48 Iterative Learning: Feedback and Improvement
43:30 The Skillset of Writing
51:27 The Balance of Projects and Focus
56:34 Navigating Life Decisions and Business Ventures
01:02:48 Embracing Change and Community Connections
01:08:19 Advice on Overcoming Naysayers
Where youâll find Melissa:
Product InstituteProduct Thinking PodcastEscaping The Build Trap (book)Product Operations (book)Where youâll find Anna & UX Fika:
â â â â â â LinkedInâ â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â Instagramâ â -
Welcome to episode 15 of the UX Fika podcast. In this conversation sit down with Giles Colborne â design leader, strategist, author of Simple and Usable, and now founder of Made Simple.
We talk about his journey from studying physics to co-founding cxpartners, what it meant to grow it into one of the UKâs leading design consultancies, and the mixed emotions of eventually letting it go. Giles shares what heâs learned about leadership from both raising kids and leading teams, and why stepping back is sometimes the most powerful thing you can do.
Giles shares the three values heâs taken with him from cxpartners and what they actually mean, from making it easy for people to do great work, to how to be truly user centred, and lastly, find clarity and simplicity.
We also dive into why so many organisations still struggle to link design delivery with leadership goals, how AI is forcing companies to rethink the way they work, and what an AI-native organisation might look like.
Itâs a thoughtful conversation about leadership, letting go, and designing organisations with the same care we bring to designing products.
Plus:
âïž Why smoked salmon bagels is his go to fika
â Why the best place for a fika is sometimes your own sofa
What we cover:
00:00 Introduction and Background
07:05 The Journey to cxpartners
12:01 Transitioning from cxpartners
16:51 Reflections on Human-Centered Design
21:42 The Impact of AI on User Experience
26:46 Core Values and Creating a Productive Environment
33:32 Understanding Human-Centered Design
37:59 The Role of AI in User Experience
41:18 The Future of Browsing and User Interaction
44:40 Finding Clarity and Simplicity in Design
54:00 Bridging the Gap Between Management and Delivery Teams
59:50 The Impact of AI on Organizational Structure
01:03:30 Agility in the Age of AI
01:06:48 Leadership and AI: A Shift in Dynamics
01:08:46 Empowering Teams: The Role of Trust
01:11:38 Creativity and Innovation in Design
01:14:48 The Future of Design: Embracing Change
01:18:45 Ethics and Human-Centered Design
01:20:09 Fika: A Personal Touch in Conversations
Where youâll find Giles:
â â â â â â LinkedInâ â â â â â Simple and Usable bookWhere youâll find Anna & UX Fika:
â â â â â LinkedInâ â â â â â â â â â Websiteâ â â â â â â â â â Instagramâ â -
In this episode of the UX Fika podcast, I reconnect with Richard Banfield â author, advisor, and co-founder of Second Harvest, a retreat and coaching venture that believes the second half of life can be the most creative, exciting, and rewarding.
We talk about how the idea for Second Harvest came from Richardâs own transitions, and how heâs now applying the UX toolbox â mapping assumptions, testing hypotheses, running small experiments â to the story arc of peopleâs lives. He shares why the concept of productâmarket fit is just as relevant for humans as it is for startups, and why sometimes the challenge isnât changing yourself to fit the world, but reshaping your environment to fit the identity you want to step into.
Richard shares his own moments of identity override, what heâs learned from hosting retreats in places like the Austrian Alps, and how designing experiences without gurus or PowerPoints creates the conditions for people to truly connect âwith themselves and with others. We also touch on the bigger picture: what human evolution might look like in an age of AI, and why learning to take things in your stride remains one of the most important skills of all.
Itâs an honest, reflective conversation about reinvention, resilience, and how to write your next chapterâwhether thatâs starting a business, rediscovering creativity, or simply finding the community you want to journey with.
Plus:
âïž Why a flat white is his go to fika, and La Fabrica in Girona is his favourite cafĂ©
â Why âThe farmers will make a planâ is his advice
What we cover:
00:00 Reconnecting After Years: A Warm Welcome
04:59 Introducing Second Harvest: A New Journey
08:14 Life Transitions: Embracing Change and New Beginnings
11:10 The Concept of Retirement: Redefining Purpose in Later Life
14:00 Finding Community: The Importance of Connection
17:07 The Participants of Second Harvest: Diverse Backgrounds and Shared Goals
20:03 The Power of Reinvention: Embracing New Identities
23:01 Design Thinking in Life: Applying Methodologies to Personal Growth
25:56 Challenging Assumptions: The Experimentation of Second Harvest
29:08 Creating Meaningful Experiences: The Role of Environment
32:00 The Importance of Reflection: Understanding Our Stories
35:00 The Future of Connection: Embracing Analog Experiences
38:13 Awakening the Senses: The Body-Mind Connection
40:59 Conclusion: The Journey Ahead
45:28 The Human Connection in Healthcare
47:40 Teaching Human Skills for the Future
48:39 Adapting to Environmental Challenges
51:33 Divergent Evolution and Future Possibilities
54:28 The Role of Human Connection in a Tech-Driven World
56:21 Embracing Change and New Experiences
01:01:43 Curating Meaningful Connections
01:08:09 The Importance of Staying Connected
01:12:26 Finding Purpose in the Second Harvest of Life
Where you'll find Richard:
LinkedInâ NewsletterSecond HarvestArtRichard on InstagramSecond Harvest on InstagramWhere youâll find Anna & UX Fika:
â â â â LinkedInâ â â â â â â â Websiteâ â â â â â â â Instagramâ â -
In this episode of the UX Fika podcast, I sit down with Jared Spool â Maker of Awesomeness at Center Centre, designer, speaker, and someone whoâs been shaping the field of UX for nearly 5 decades.
We talk about how the role of UX has shifted (and in some cases shrunk) over the years, why so many UX teams still struggle to show their value, why measuring success only through conversion rates is misleading, and why designers should focus on experiences instead of products, and step up to become the worldâs foremost experts on their users.
Jared shares why proactive UX matters more than waiting for instructions, and how being strategic, understanding the business side of design, and being able to demonstrate our value, is key to keeping our seat at the table, and a starting point for change.
Itâs an honest, wide-ranging conversation about the challenges we face as a profession, what the history of magic â yes, stage magic â can teach us, and about how to keep pushing our practice forward while learning from whatâs come before.
Plus:
âïž Why apple cake, or any cake, and darjeeling tea is his go to fika
â Why you should try a cup of first flush darjeeling tea
What we cover:
01:04 Introduction to UX Fika Podcast and Guest Background
04:58 The Evolution of UX Conferences
08:14 The Shift in UX Education and Value Communication
10:23 Understanding UX Metrics and Outcomes
13:32 The Importance of Proactive UX Strategies
16:29 Building Expertise in UX Organizations
22:27 Measuring Success Beyond Conversion Rates
25:30 Measuring The Right Things
31:30 The role of UX for AI design
37:34 The Future of AI In Healthcare And UX
42:50 The Three Things To Focus On
43:42 What The Adelaide Score Teaches Us About Solving Problems
48:44 Understanding the Bigger Picture and Business Side of UX
49:48 The Magic of Experience
53:01 Jared's History With Magic
56:18 The Dying Art of Magic
58:56 Lessons from the History of Magic
01:10:26 The Illusion of Real-Time Communication
01:13:29 Making Your Audience And The People You Work With Look Good
01:18:31 Proactive UX Research
01:18:54 Why You Should Help Others Get Better Instead of Stopping Them Doing "Your" Work
01:23:50 The Science of the Obvious
01:27:38 The Importance of Clear Communication in Donations
01:32:38 Understanding UX Outcomes and Their Impact
01:36:04 Future Plans And Thinking in Design and UX
01:40:35 The Joy of Continuous Learning and Exploration
01:41:00 The Hunt For Fika
01:49:15 Life Lessons and Personal Reflections
Where youâll find Jared:
â â â â â â LinkedInBlueSkyLeaders of Awesomeness CommunityCenter CentreWhere youâll find Anna & UX Fika:
â â â LinkedInâ â â â â â Websiteâ â â â â â Instagramâ â -
Hi and welcome to season 3 of the UX Fika podcast.
I'm your host Anna and I knew I wanted to do this podcast but I had no idea just how much I would love it. Re-listening to the chats from 2021 and then doing the the catch up chats in season 2 has given me so much and I'm pleased to share that as of today episodes of season 3 will start to be released.
Season 3 is called the âConference peopleâ and include conversations with some of the people I've met and gotten to know whilst speaking at conferences. The list is long, and it's an exciting one. We'll see just how many I'll include in season 3, as there is some urgency to the guests I want to speak to in season 4, but what's sure is that episodes will be released each Tuesday.
And just as with the guests of season 1 and 2, it's people that I in one way or another know. Some fairly well, some less so, but through these chats I'll get to know them a whole lot more, and I hope you will too.
Where youâll find Anna & UX Fika:
â â â â â â â â â â Anna on LinkedInâ â â â â â â â â â â â â â â â â â â â UX Fika websiteâ â â â â â â â â â â â â â â â â â â â UX Fika on Instagramâ â â â â â â UX Fika on LinkedInâ â â â The UX Fika Digest newsletterâ âHere's a taster of what we offer:
â â Storyboarding Presentations & Deliverables courseâ â â â Storytelling For Effective Meetings & Presentations Courseâ â â â 5 x One-on-one Coaching Sessionsâ â â â Membership to our community the Fika Roomâ - Laat meer zien
