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.

But there's something big in it for you too:

We really appreciate your support and as a thank you to all of you who’ve been listening this year, you can use the code uxfikapodcast for 50% off anything you buy from us in 2025.

And if you buy just one thing before the clock takes us into 2026 here in Sweden, we’ll honour that discount for life and send you a personal 50% off code that you — and only you — can use for anything we sell now, or in the future, via uxfika.co (of which there will be a fair bit). No questions asked.

That personal code will take 50% off pre-sales prices, signature courses, light bites, round tables, bundles, our community membership, and even the conference I not so secretly dream of putting on one day, if I do end up putting it on.

Here's a taster of what we offer:

• Storyboarding Presentations & Deliverables course
• Storytelling For Effective Meetings & Presentations Course
• 5 x One-on-one Coaching Sessions
• Membership to our community the Fika Room

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠⁠⁠Anna on LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠UX Fika on Instagram⁠⁠⁠
• UX Fika on LinkedIn
• The 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 haven’t grasped what their services actually are. Kate shares how easy it is to confuse departments, technologies, and internal processes for “the service,” and why the work has to start from the outside in, from what people are actually trying to do.

Kate shares how it’s 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 “doing good work” 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 isn’t “ready” 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:

☕️ Why tea and a Portuguese custard tart is one of her go to fikas

⭐ 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

• ⁠LinkedIn
• The Service Org website
• The Service Org book

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠

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 isn’t 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 “in the middle” 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 you’re trying to understand the problem behind the problem. Jim shares what most organisations get wrong, why “things don’t have needs — people do,” 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:

☕️ Why coffee and dark chocolate is his go to Fika

⭐ 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

• ⁠LinkedIn
• Jobs To Be Done Toolkit
• Jobs To Be Done Playbook

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠

In this episode of the UX Fika podcast, I sit down with Tom Greever, executive design leader, author of Articulating Design Decisions, and someone who’s 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, what’s 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 — and rewriting it during the pandemic — revealed that most designers don’t 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 — 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 — trust, empathy, and curiosity — can also make a marriage and family life thrive.

Plus:

☕️ Why a good coffee and croissant is his go-to fika

⭐ Why you should do something even if it’s 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

• ⁠LinkedIn
• Website
• Articulate Design Decisions book

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠

In this episode of the UX Fika podcast, I sit down with Abby Covert, information architect, writer, and community organiser who’s spent the past two decades helping people make sense of messes. She’s the author of ‘How to Make Sense of Any Mess’ and ‘Stuck? Diagrams Help’, 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.

It’s 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 Abby’s story reach more people.

Plus:

☕️ Why a sweet danish with black tea with a little bit of milk is her go to fika

⭐ 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

• ⁠Linkedin
• Instagram
• Website
• The Sensemakers Club

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠

In this episode of the UX Fika podcast, I sit down with Sarah Doody — 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 they’re there.

We talk about treating your career like a product — 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.

It’s a candid, generous and very practical conversation where Sarah shares how her own career evolved from UX designer to founder, what she’s learned the many designer’s 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 Sarah’s story and advice reach more people.

☕️ Why a strong latte is her go to fika and Publik, Holy Water Coffee and Lab Barba are her favourite cafés

What we cover:

02:14 Reconnecting and Reflecting on the Past03:02 Evolving Career Coaching: From Portfolios to Roadmaps06:08 Navigating the Job Market: Challenges and Opportunities09:01 The Role of AI in UX: Imitation vs. Innovation12:00 Crafting Effective Resumes and Portfolios17:43 Tailoring Your Portfolio for Success23:51 Timeless Skills in a Changing Landscape30:55 The Role of Storytelling in Product Development34:27 Finding Your Voice and Public Speaking41:27 The Importance of Honesty in Communication46:30 Building Relationships and Networking52:06 Navigating Social Media Algorithms57:11 The Evolution of UX Content Creation59:49 The Importance of Owning Your Digital Presence01:02:15 Authenticity in Content Creation01:04:17 Career Quakes and Future Aspirations01:09:57 Life Changes and New Beginnings01:12:21 The Joy of In-Person Connections01:18:22 Looking Ahead: Future Collaborations and Meetups

Where you'll find Sarah:

• ⁠LinkedIn
• Website
• Career Strategy Lab

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠

In this episode of the UX Fika Podcast, I sit down with Cheryl Platz — actress, designer, author, and creative director for the Game Studio at The Pokémon Company International — whose career has spanned everything from The Sims and Alexa to Marvel Strike Force and Pokémon 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 — Design Beyond Devices and The Game Development Strategy Guide — and how she’s applying user-centered thinking to game creation, community design, and even how teams work together. Cheryl opens up about resilience through layoffs, learning to “be right less of the time,” and how curiosity and collaboration fuel both her work and her recovery.

It’s a warm, honest, and fascinating conversation about storytelling, games, and why designing for play might just help us design better futures — for products, teams, and people.

Plus:

☕️ Why a nice cup of coffee or a peppermint tea is her go to fika

⭐ Why people’s 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:

• LinkedIn
• BlueSky
• Book/Podcast website
• Personal website
• Company website
• Inquire about a talk, workshop, or interview
• Instagram
• TikTok
• Linktree 
• Twitch
• Design portfolio
• Medium articles
• YouTube (design)

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠

In this episode I sit down with Paulina Modlitba, AI strategist, angel investor, author of 'Vad fan ska vi med AI till?' (“What the hell do we need AI for?”), and one of Sweden’s leading voices on technology and innovation.

We talk about how AI makes us feel and why Paulina believes it’s ultimately a deeply human topic. She shares her journey from studying human–robot 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 “mom bot” 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.

It’s a lively, thought-provoking conversation about curiosity, complexity, and why the real challenge isn’t making AI smarter — it’s helping humans use it wisely. Plus the Stockholm café where most of her book was written.

Plus:

☕️ Why decaf coffee and a cinnamon roll is her go to fika,

⭐ 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:

• ⁠Linkedin⁠
• ⁠Vad fan ska vi med AI till?⁠ (book)
• ⁠Substack newsletter⁠

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠

In this episode of the UX Fika podcast, I sit down with Josh Clark and Veronika Kindred from Big Medium — design leaders and co-authors of the upcoming book Sentient Design.

We talk about what it’s 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 — one that lets us create experiences that are intelligent and radically adaptive.

We explore the concept of “practical magic,” why sometimes wheels on a suitcase are enough, and when it’s worth reaching for the flying version. Josh and Veronika also walk through some of the 14 new patterns they’ve identified for AI experiences, like the “Pinocchio” 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.

It’s a conversation about invention, responsibility, and designing futures that are as humane as they are intelligent. And it’s one to watch, as they share a few examples.

Plus:

☕️ Why cinnamon roll is Veronika’s go to fika and home made turkey sandwich is Josh’s

⭐ Why “If it passes me, it wasn’t meant for me” is Veronika’s advice and “You have time” and “You are not your work” is Josh’s

What we cover:

02:30 Introduction and Family Dynamics05:23 Veronika's Journey into Design08:20 Navigating Family and Professional Relationships11:24 The Book Writing Process14:21 Sentient Design: Concept and Challenges17:16 Future-Proofing Design in a Rapidly Changing Landscape20:11 The Role of AI in Design23:08 Magic and Practicality in Design26:16 AI as a Design Material28:56 The Importance of Intent in AI Interfaces32:03 Cultural Shifts in AI Adoption34:48 Balancing AI Innovation and Responsibility37:52 Design Patterns for AI Integration48:16 The Value of Sketching in Design50:54 The Shift from Tool-Based Design to Conceptual Thinking52:12 AI-Mediated Design: A New Era of Innovation54:46 Radically Adaptive Experiences in Design58:35 The Future of Interfaces and User Experience01:02:27 Navigating Relationships with AI and LLMs01:11:35 The Impact of AI on Future Generations01:18:04 Life Lessons and Reflections on Growth

Where you’ll find Josh & Veronika:

• Josh's bio
• Veronika bio

• Big Medium
• Sentient Design book info
• "A Little Big Medium" our occasional email newsletter
• Veronika Kindred on LinkedIn
• Josh Clark on LinkedIn

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠

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 can’t be automated, and how teams risk creating waste at scale if they don’t 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.

It’s a really lovely conversation about what it takes to build, whether that’s great products, a business, an actual restaurant, or a life in some place new.

Plus:

☕️ Why cold brew, and sometimes a flat white, is Melissa’s go-to fika

⭐ Why don’t listen to people who have never done it tell you it won’t 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 you’ll find Melissa:

• Product Institute
• Product Thinking Podcast
• Escaping The Build Trap (book)
• Product Operations (book)

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠Instagram⁠⁠