Conscious Tech

I came across Andy Budd and his background immediately intrigued me. Andy is a design leader turned VC and startup advisor at SeedCamp (pre-seed fund). He ran an agency for 15 years. The company is now employee owned, which allowed him to pivot towards investment and coaching design leaders. We chat about the unique advantages designers bring to Venture Capital.

Andy shares how his UX background helps him evaluate product-market fit, why designers often misunderstand the "Field of Dreams fallacy," and practical fundraising strategies for founders.

Discover when startups should hire designers, how European and American VC landscapes differ, and why the best product doesn't always win. Whether you're a designer considering VC or a founder looking to raise capital, Andy's experience transitioning from agency owner to investor offers valuable perspective on connecting product value to business growth.

Explore the World of Conscious Tech

Episode Sponsor ⭐️

Growthmates

The next cohort starts June 16th. Get $100 off with code GROWTHMATES.

Chapters 📖

[00:00:00] Introduction to Andy Budd: From Design Agency to Seedcamp VC

[00:01:37] Designer's Advantage in VC: Evaluating Product-Market Fit

[00:04:13] Silicon Valley vs European VC: Capital, Competition, Risk Tolerance

[00:08:15] Breaking into VC: The Unconventional Path from Agency Owner

[00:11:51] The Field of Dreams Fallacy: Why the Best Products Often Fail

[00:15:44] Design as Competitive Advantage: Beyond Technical Capabilities

[00:21:14] When to Hire Designers: Timing Your First Design Investment

[00:30:49] Building Growth Design Teams: Navy SEAL Squads for Startups

[00:37:33] VC vs Bootstrapping: Path for Bay Area vs European Founders

[00:42:06] Fundraising Strategy: Creating FOMO and Timeline Management

[00:52:02] Equity Allocation: Optimal Ownership Strategies for Tech Founders

[00:57:22] What Makes a Great VC: Spotting Trends in London, Berlin, Singapore

[01:04:04] Redefining Success: Beyond Silicon Valley Metrics and Wealth

[01:17:03] Paths to VC: Options for Technologists

Where to find Andy Budd 🔎

Website: https://www.andybudd.com/

Linkedin: ⁠https://www.linkedin.com/in/andybudd/

Book: https://andybudd.com/book

In this episode, host Sera Tajima interviews Jodi Alperstein, a seasoned product leader who has served as SVP of Product and GM at Digital Ocean, VP of Product and GM at Twilio Segment, and VP of Product at Hired. Jodi shares her extensive journey from early product management roles at E-Trade to leading global teams at public companies. With over two decades of experience across financial services, SaaS, and technology companies, Jodi's career spans from early-stage startups to public companies where she's led global teams of up to 350 people and managed businesses generating up to $650 million in revenue.

Connect for more good energy:

➕ Conscious Tech: https://seratajima.substack.com

➕ LinkedIn: ⁠https://www.linkedin.com/in/seratajima⁠

➕ Advising: https://www.seratajima.com/advising

Chapters

[00:00:00] Jodi's Journey to the C-Suite

[00:04:17] Day in the Life of a VP of Product: Metrics, Teams & Deep Work

[00:06:49] Product Leadership Challenges: Balancing Empathy with Accountability

[00:09:14] Hiring Strategy: Culture Add vs Culture Fit in Product Teams

[00:13:43] Managing Mis-Hires: Evaluation, Alternatives & Respectful Transitions

[00:17:59] Design & Product Structure: Organizational Evolution as Startups Scale

[00:20:38] Scaling After Product-Market Fit: Growth Engines & Intentional Hiring

[00:27:45] Hyperscaling Signals: When Demand Outpaces Supply & Unit Economics

[00:30:37] Top Reasons Startups Fail: Runway Management & Team Composition

[00:39:05] Product Leadership & Finance: Understanding Unit Economics

[00:43:34] Design Evolution: AI Impact & System Thinking in Modern Design

[00:47:57] AI Tools & Ethics: Balancing Innovation with Intellectual Property

[00:51:50] Company Culture: Creating Signature Experiences & Motivation Theory

[00:57:32] Building Effective Growth Teams: Process Over Perfection

[01:00:03] Career Pathways: From Designer to Product Leader

[01:05:16] Lightning Round: Leadership Books, Success & AI

Where to find Jodi:

https://www.linkedin.com/in/jodialperstein/

___________________________________________________________

I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙

I talk about:

→ Product Growth Strategy (Growth, Design, AI)

→ Climate Tech

→ Venture Capital

Connect for more good energy ⚡️

➕ ⁠⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠⁠

➕ ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠

➕ ⁠⁠⁠⁠⁠YouTube⁠

➕ ⁠Tiktok⁠

➕ ⁠⁠⁠⁠Advising⁠⁠⁠⁠

Become a sponsor: [email protected]

Anna Ratkai is a UX researcher and sustainability advocate. She’s the creator of Kind Commerce. Anna reveals how design influences our buying behaviors and consumption patterns. Discover how deceptive UX patterns drive overconsumption, learn practical strategies for more ethical e-commerce design, and explore Anna's "Kind Commerce" project that's reimagining how we shop online. Scroll down to explore her pattern library. Perfect for designers, sustainability advocates, and conscious consumers looking to understand the hidden psychology behind our consumption.

Please do me a favor and review the podcast ☺️

Chapters

[00:00:03] Meet Anna Ratkai: UX Researcher and Sustainability Advocate

[00:00:34] From Fashion Documentary to Sustainable UX Journey

[00:01:22] Behavioral Science and Consumption Patterns

[00:03:15] How UX Designers Impact Sustainability

[00:04:40] The Sustainable Futures Design Framework

[00:10:58] Digital Products' Environmental Footprint

[00:11:27] Sustainable Products vs. Sustainable User Behavior

[00:14:21] The Hidden Costs of Fast Consumption

[00:16:31] Dark Patterns Driving Impulse Buying

[00:18:14] The Ethics of Easy Returns and "Bracketing"

[00:20:59] Power Imbalance in Online Shopping Psychology

[00:27:58] How Frictionless Design Creates Mindless Shopping

[00:32:59] Kind Commerce: Building Ethical Alternatives

[00:33:24] Sustainable E-commerce Pattern Examples

[00:36:26] Brands Leading in Sustainable E-commerce

[00:39:20] Challenging "Don't Make Me Think" UX Narratives

[00:41:46] Designing Technology for Conscious Consumption ⚡️

Connect with Anna on Linkedin

Anna’s Medium

Be Kind Commerce

Get the ecommerce pattern library

___________________________________________________________

I'm Sera Tajima —  Founder, Climate Tech Advisor & Investor. 🤙

I talk about:

→ Product Growth Strategy (Growth, Design, AI)

→ Climate Tech

→ Venture Capital

⁠⁠⁠⁠Connect for more good energy⁠⁠⁠⁠ ⚡️

Become a sponsor: [email protected]

Kwasi's Journey to Twilio Segment

From Capital One Designer to Leading Segment: Career Insights on Design Management, Data Platforms, and Navigating Tech Acquisitions

Ever wondered how designers make the leap to leadership? Join us for a candid conversation with Kwasi Twum-Acheampong, who navigated his way from designing at Capital One to leading the design team at Twilio Segment.

Kwasi shares honestly about the complex, rewarding transition from hands-on design work to guiding a team of talented designers. (And yes, he admits that letting go of daily Figma work wasn't exactly easy!) He breaks down Segment's data platform in accessible terms—finally explaining what CDP and CDI actually mean without the technical jargon—and reveals how he maintained team culture through Twilio's acquisitions.

Whether you're a designer with leadership ambitions, curious about customer data platforms, or simply enjoy authentic stories of professional growth, this episode delivers insights with warmth, humor, and practical wisdom that you can apply to your own career journey.⁠⁠

Chapters

[00:00:00] From Capital One to Head of Design at Twilio Segment

[00:10:03] Design at Intuit, Mexico City, and Finding Your Next Role

[00:18:13] Head of Design at Segment Reaches Out & Interview Process

[00:22:48] Becoming a Manager and Handling 3 Reports

[00:25:00] Segment’s Data Platform: CDI, CDP, Audiences, Events, Tracking

[00:28:47] Segment’s Activation Rate and Making Human Solutions Digital

[00:35:24] Identifying Strengths and Letting Go of IC Work

[00:37:40] Twilio Acquires Segment & SendGrid and Co-Creating Culture

[00:45:05] How Managers Document Team Skills

[00:47:48] Side Hustles, Mi Casa, & Collaborating with Polish Design Agency

[00:50:49] Lightning Session ⚡️

Where to find Kwasi:

Linkedin: https://www.linkedin.com/in/kwasiuxd/

___________________________________________________________

I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙

I talk about:

→ Product Growth Strategy (Growth, Design, AI)

→ Climate Tech

→ Venture Capital

Connect for more good energy ⚡️

➕ ⁠⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠⁠

➕ ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠

➕ ⁠⁠⁠⁠⁠YouTube⁠

➕ ⁠Tiktok⁠

➕ ⁠⁠⁠⁠Advising⁠⁠⁠⁠

Become a sponsor: [email protected]

Discover how Product Led Growth (PLG) is transforming SaaS business models in 2025. This comprehensive guide breaks down the fundamentals of PLG strategy, why it's revolutionizing customer acquisition, and the key metrics that drive sustainable growth.

In this video, you'll learn:

— The core principles of Product Led Growth and how to implement them

— Why PLG creates a competitive advantage in today's market

— The measurable benefits PLG brings and who benefits

— How to build your own growth loops

— Essential value creation metrics to track your PLG success

Whether you're a founder, product manager, designer, or growth specialist, these PLG insights will help you create more efficient acquisition channels and improve your product's value metrics.

Chapters

[00:00:00] Understand PLG

[00:04:34] Why PLG is Game Changing

[00:06:48] Benefits of PLG

[00:10:01] Anatomy of a Growth Loop

[00:12:38] Value Creation Success Metrics

Where to find more on PLG:

https://seratajima.substack.com/p/your-guide-to-product-led-growth

___________________________________________________________

I'm Sera Tajima —  Founder, Climate Tech Advisor & Investor. 🤙

I talk about:

→ Product Growth Strategy (Growth, Design, AI)

→ Climate Tech

→ Venture Capital

⁠⁠⁠⁠⁠Connect for more good energy⁠⁠⁠⁠⁠ ⚡️

Become a sponsor: [email protected]

This is Watershed's zero to one journey. From serving tech companies with climate interest to building enterprise-grade solutions for Fortune 500s, Molly Goldberg (Group Product Design Lead, Apps and Foundations) and Tess Hannel (Product Designer, Finance) take us inside this Series C climate tech startup that's tackling global emissions at scale.

Discover how they're helping multinational corporations measure, report, and reduce their carbon footprint with a rigorous approach to data and auditable artifacts. Learn how their design team balances technical complexity with user experience while working toward an ambitious goal of reducing global emissions by 500 megatons—equivalent to Brazil's entire carbon output.

The conversation spans building effective design teams, tackling complex Scope 3 emissions, navigating corporate sustainability requirements, and creating measurable climate impact. Whether you're a founder looking to create impact at scale or a product designer interested in climate tech, this episode reveals valuable insights about building solutions for one of our generation's most pressing challenges.

Explore the world of Conscious Tech

Chapters

[00:00:00] The Inspiration to Join a Climate Startup

[00:03:31] How Watershed is Reducing Global Emissions by 500 mt

[00:06:45] Product 0-1 Journey

[00:10:20] Calculate Emissions from Primary Activity Data

[00:12:37] Gathering Scope 3 Emissions as Levers

[00:15:55] How Watershed Found PMF Upmarket

[00:19:22] Key JTBD, Policy, CSRD, ESG

[00:22:15] Joining Climate Tech and Climate Expertise

[00:24:50] Growth Opportunities in Financial Institutions Scope 3.15

[00:27:33] Watershed Design Teams & Customer JTBDs

[00:32:59] Gaps in Data, Support Team, Activation

[00:39:38] Customer Profiles, Reporting, Data, Watershed Customers

[00:48:00] Investment in ESG, Report Authoring

[00:50:13] Future Investment Forecasting & Insurance Risk

[00:52:10] Design Team OKRs

[00:55:54] How to Hire a Great Design Team

[01:00:39] Interviewing and Onboarding at Watershed

[01:01:52] Hiring Designers Interested in Climate

[01:06:33] Measuring Success on Product Usage

[01:09:04] Transition Into Climate Tech With No Background

[01:11:57] Biggest Surprise Working at Watershed

[01:14:55] Lightning Session ⚡️

Where to find Molly & Tess:

Molly Goldberg, Group Product Design Lead, Apps, and Foundations

Tess Hannel, Product Design Finance

Watershed

Juan Ramirez has such an incredible story. He came to the US from Colombia as a student and studied at Carnegie Mellon. Following this, he’s worked at some pretty incredible companies like Amazon, Meta, Gitlab, and Netflix. What I enjoy most about Juan’s content is how thought provoking it is. 💡

⁠Subscribe to Conscious Tech 🗞️

Chapters

[00:00:00] The Call to Be a Creative; Meta, Amazon, Netflix

[00:03:15] Studying as an Immigrant and Becoming a Citizen

[00:05:11] “Netflix is The Best Job I’ve Ever Had”

[00:11:50] Netflix is Going Hard on Ads as a Business Strategy

[00:14:20] Design Engineer Profile and the Value of Code

[00:24:53] What Good Designers Do

[00:27:41] Intro to Programming at Carnegie Mellon

[00:31:27] Human Consciousness & Esoteric Beliefs

[00:47:04] Side Projects: Brainglue.ai

[00:54:12] It’s Not Failure if You Learned From It

[00:58:17] Design Zeitgeist Concerns About AI Taking Our Jobs

[01:00:07] The Problem With Linkedin

[01:01:35] Lightning Session ⚡️

Where to find Juan

Linkedin: https://www.linkedin.com/in/juanjramirez/

Brainglue.ai: https://www.brainglue.ai/

___________________________________________________________

I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙

I talk about:

→ Product Growth Strategy (Growth, Design, AI)

→ Climate Tech

→ Venture Capital

Connect for more good energy ⚡️

➕ ⁠⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠⁠

➕ ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠

➕ ⁠⁠⁠⁠⁠YouTube⁠

➕ ⁠Tiktok⁠

➕ ⁠⁠⁠⁠Advising⁠⁠⁠⁠

Become a sponsor: [email protected]

Dori Tunstall is the author of Decolonizing Design: A Cultural Justice Guidebook. She has a has a PhD from Stanford and was the Dean of the Faculty of Design at OCAD University in Toronto.

Join the Newsletter: ⁠⁠https://seratajima.substack.com/⁠ ⚡️

Chapters

[00:00:00] Introduction

[00:01:23] Dori’s Journey from Anthropology to Design

[00:04:15] Becoming the First Black Dean on a Design Faculty

[00:10:17] Colonization is Intertwined with Capitalism and Sustainability

[00:16:15] Decolonizing Design: A Cultural Justice Guidebook

[00:19:52] Releasing the Flow for DEI at OCAD

[00:28:43] Self Preparation for Equitable Community

[00:32:36] Liberatory Joy is about Connection and Purpose

[00:35:11] Colonization is Harmful to White People Too

[00:38:00] Is There a Place for Universal Design?

[00:44:33] Scaling Monopolies vs Specialization and Exchange

[00:47:30] Better Living Through Tech (AI) is a Fallacy

[00:56:41] Master and Slave Dynamics in AI

[01:05:35] Decoupling From Corporate Taking of Creativity

[01:12:11] Lightning Session ⚡️

Where to Find Dori Tunstall:

___________________________________________________________

I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙

I talk about:

→ Product Growth Strategy (Growth, Design, AI)

→ Climate Tech

→ Venture Capital

Connect for more good energy ⚡️

➕ ⁠⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠⁠

➕ ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠

➕ ⁠⁠⁠⁠⁠YouTube⁠

➕ ⁠Tiktok⁠

➕ ⁠⁠⁠⁠Advising⁠⁠⁠⁠

Become a sponsor: [email protected]

Ridd, aka Michael Riddering, is the Founder of Figma Academy, Host of podcast Deep Dives, and the founding designer behind Maven.

Subscribe to Conscious Tech 🗞️

Join lightning session on product led growth ⚡️

Where to find Ridd

Twitter: ⁠https://x.com/ridd_design⁠

Dive Club Podcast: ⁠https://www.dive.club/⁠

Figma Academy: ⁠https://www.dive.club/advanced-figma⁠

Chapters

[00:00:00] Intro

[00:01:23] Ridd's background

[00:03:25] Learning coding

[00:05:29] Startup failure & finding design

[00:14:27] Transition to agency life

[00:16:56] Visual finesse and raw talent

[00:18:08] Becoming a Founding Designer with Maven

[00:22:43] Building the Maven team

[00:26:54] Twitter as testing for Figma Academy

[00:30:07] Design Media Business

[00:32:32] It's not work, it's a game

[00:42:25] What makes Figma Academy successful

[00:53:39] Prototyping is a superpower

___________________________________________________________

I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙

I talk about:

→ Product Growth Strategy (Growth, Design, AI)

→ Climate Tech

→ Venture Capital

Connect for more good energy ⚡️

➕ ⁠⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠⁠

➕ ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠

➕ ⁠⁠⁠⁠⁠YouTube⁠

➕ ⁠Tiktok⁠

➕ ⁠⁠⁠⁠Advising⁠⁠⁠⁠

Become a sponsor: [email protected]

Founder of UX Playbook, Chris Nguyen, shares what it takes to build a design business with a focus on experimentation and understanding your audience.

Join Conscious Tech: ⁠⁠⁠https://seratajima.substack.com/⁠⁠ ⚡️

Resources:

Backlog

UX Playbook

My First Million

Lenny’s Podcast

Where to find Chris Nguyen:

Linkedin

Chapters

(00:00:00) Introduction (00:01:04) How Chris Got Into Design
(00:03:10) Posting on Linkedin
(00:05:00) UX Playbook organic growth
(00:10:14) Expanding the funnel on Linkedin
(00:16:11) Product Bundle Experiment
(00:19:32) Free 5 Day Growth Challenge
(00:23:49) What the Market Wants
(00:27:33) Downsells are More Effective than Upsells
(00:29:02) Pricing Experimentation
(00:32:37) Sera's Business Journey
(00:39:36) Create Urgency Getting Your Product Out
(00:45:55) What Gives Designers Business Superpowers
(00:50:33) Biggest Mistakes Chris Made
(00:54:20) A Workday With Chris

___________________________________________________________

I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙

I talk about:

→ Product Growth Strategy (Growth, Design, AI)

→ Climate Tech

→ Venture Capital

Connect for more good energy ⚡️

➕ ⁠⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠⁠

➕ ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠

➕ ⁠⁠⁠⁠⁠YouTube⁠

➕ ⁠Tiktok⁠

➕ ⁠⁠⁠⁠Advising⁠⁠⁠⁠

Become a sponsor: [email protected]