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 — 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 he’s a fixer, what made him start singing in the shower again. It’s the kind of conversation I did not want to end.

Plus:

☕️ Why a flat white and blueberries are his go to fika

⭐ 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 you’ll find Vitaly:

• LinkedIn
• Measure UX
• AI Design Patterns
• SmashingConf
• Smashing Magazine

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Anna on LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠UX Fika on Instagram⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠UX Fika on LinkedIn⁠⁠⁠⁠
• ⁠⁠⁠⁠The UX Fika Digest newsletter⁠⁠⁠⁠

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

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 didn’t 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 children’s attention.

We also cover changing perspectives: moving back to Sweden after years abroad, transitioning from being part of — and the CEO of — 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 today’s 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 – influencers and online personalities – 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 we’re from, connects us.

Plus:

☕️ Why a double cappuccino and a plain croissant is his go to fika

⭐ 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 you’ll find Björn:

• LinkedIn
• Substack
• Twitter
• Website

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Anna on LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠UX Fika on Instagram⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠UX Fika on LinkedIn⁠⁠⁠
• ⁠⁠⁠The UX Fika Digest newsletter⁠⁠⁠

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

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 — 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?

We’ll talk about work, leadership, independence, and life. And yes, we’ll still ask about fika ☕️

If you enjoy the show, follow, rate, and share it with someone who might benefit.

Happy listening.

Where you’ll find Anna & UX Fika:

• ⁠⁠⁠⁠⁠⁠⁠⁠⁠Anna on LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠UX Fika website⁠⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠UX Fika on Instagram⁠⁠⁠⁠
• ⁠UX Fika on LinkedIn⁠
• ⁠The UX Fika Digest newsletter⁠

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

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 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 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:

• ⁠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