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Focus State

A Design and Arts podcast

#177 in Design · 🇳🇿
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About the show

Design is a powerful tool for creating happier users, boosting profits, and saving resources. Focus State is for CXOs, product owners, and developers building software who want to harness the true potential of design. Hosted by Frederick Andersen, CEO at EDL, with experienced co-hosts, each episode offers actionable advice for your daily work. focusstate.fm

Newest episodes

What your deleted apps have in common

26 min

What was the last app you deleted, and why? In this episode, we share the apps we deleted and what finally pushed us to do it. Pushy notifications, a download flow that led nowhere, a paywall that appeared after an update, and ads that got in the way of the one thing the app was for. The reasons were all different, so what do deleted apps actually have in common? We also talk about the apps we could never delete, from Instagram and Google Maps to WhatsApp and YouTube, and what keeps us coming back to them.

We asked a Figma advocate why AI keeps breaking design systems

18 min

Frederick sits down with Laura Fehre, Designer advocate at Figma, to talk about designers working in code. How far can a designer really go? How do you win over the engineers? And if designers and agents work in code, do we still need a Figma library? Plus, what changes for design systems when machines are the ones reading them.

The importance of typography in digital design

44 min

Typography is more than picking a pretty font. It shapes how a product feels, how people use it, and how your brand comes across. Still, too many teams play it safe, sticking to the same tired system fonts and missing the chance to stand out. In this episode, we talk about why typography deserves more attention in product design. We share how we choose typefaces, where we find inspiration (hint: not just on other apps), and some of our go-to foundries. We’ve got strong opinions, practical tips, and a few fonts we think are seriously underrated. We also get into how to test type properly, why font pairing is more than just serif and sans, and how good typography can quietly make your product better. If you care about building products that feel human, you’ll want to tune in. focusstate.fm

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All episodes

What your deleted apps have in common

26 min

What was the last app you deleted, and why? In this episode, we share the apps we deleted and what finally pushed us to do it. Pushy notifications, a download flow that led nowhere, a paywall that appeared after an update, and ads that got in the way of the one thing the app was for. The reasons were all different, so what do deleted apps actually have in common? We also talk about the apps we could never delete, from Instagram and Google Maps to WhatsApp and YouTube, and what keeps us coming back to them.

We asked a Figma advocate why AI keeps breaking design systems

18 min

Frederick sits down with Laura Fehre, Designer advocate at Figma, to talk about designers working in code. How far can a designer really go? How do you win over the engineers? And if designers and agents work in code, do we still need a Figma library? Plus, what changes for design systems when machines are the ones reading them.

The importance of typography in digital design

44 min

Typography is more than picking a pretty font. It shapes how a product feels, how people use it, and how your brand comes across. Still, too many teams play it safe, sticking to the same tired system fonts and missing the chance to stand out. In this episode, we talk about why typography deserves more attention in product design. We share how we choose typefaces, where we find inspiration (hint: not just on other apps), and some of our go-to foundries. We’ve got strong opinions, practical tips, and a few fonts we think are seriously underrated. We also get into how to test type properly, why font pairing is more than just serif and sans, and how good typography can quietly make your product better. If you care about building products that feel human, you’ll want to tune in. focusstate.fm

Emotional design

34 min

We explore how digital products can connect on an emotional level, beyond just getting the job done. From playful micro-interactions to sensory layers like sound and haptics, we explore how thoughtful design can build trust, boost engagement, and make products genuinely enjoyable to use. We look at real-world examples like Duolingo, Revolut, Phantom, and Asana, and compare how different companies approach emotional and sensory design. Along the way, we revisit Don Norman’s teapot design and French tramways to ground the conversation. One size doesn’t fit all. What delights in Duolingo could frustrate in Slack. We discuss why emotional design has to be strategic, how it shapes user experiences, and when to dial it up or leave it out. This is for designers and product teams who want to create digital experiences people actually remember. focusstate.fm

Synergies between product and brand designers

48 min

Great work doesn't happen in isolation. In this episode, our designers share what it’s like to work side by side across product and visual design. They talk about overlapping roles, creative tension, and the moments when things get messy, like figuring out who owns what or pushing through conflicting opinions on style. It’s not about staying in your lane. It’s about building trust, giving honest feedback, and knowing the work gets better when you challenge each other. From shared files to shared thinking, this is what real collaboration looks like in practice. focusstate.fm

How UX missteps turned loyal users against Sonos

32 min

In May 2024, Sonos rolled out a major app redesign. It was intended to support the launch of new headphones, marking a bold move into a new market. But what followed was a textbook example of what happens when you deprioritise your existing users. Key features disappeared overnight. Alarms, sleep timers, playlist editing. All gone. Accessibility support was broken. For users relying on screen readers, the app became completely unusable. The backlash was immediate and widespread. Sonos’ core audience, many with expensive multi-speaker setups, suddenly found themselves locked out of systems they depended on. Sonos couldn’t roll back. What followed was six months of patching, lost trust, and internal damage control. This episode unpacks what happened and why. Not just as a case about Sonos, but as a reminder of what’s at stake when UX is treated as an afterthought. We look at the ripple effects across product, customer support, and brand reputation, and how quickly things fall apart when you stop listening to your users. focusstate.fm

Balance between form and function in websites

52 min

What happens when startups prioritise polish over clarity, or clarity over charm? This episode is all about the tension between good looks and getting the job done. We explore how modern SaaS websites, especially in competitive VC-backed markets, use visuals to stand out, and where they sometimes miss the mark. From clean, content-led designs to fully animated showcases, we walk through real examples that highlight what works, what distracts, and what helps convert. We dig into the role of storytelling, content structure and user journeys. We question how much visuals really matter, depending on your audience and product, and when too much polish becomes a liability. We also touch on common traps like dropping full UI screenshots, and share thoughts on interactive demos, SEO and how design decisions impact long-term maintenance. If you’re building or refreshing a product website, this episode offers a clear, honest look at how to find the right balance between form and function. focusstate.fm

When design should lead strategy (and when it shouldn't)

29 min

Is design in SaaS just a money pit? Yes, when it's treated like decoration. But when it’s done right, it can drive genuine product impact. In this episode, our CEO shares what it takes to make design actually matter, from supporting fast-moving teams to shaping strategy where it counts. We challenge a few assumptions, like the idea that design slows you down or that hiring a studio means handing over control. We discuss what strategic design really looks like in a SaaS context, why every product is designed, whether you plan for it or not, and how to avoid the chaos that comes from ignoring systems and guidelines. There’s a conversation on where SaaS teams typically struggle when going solo, how studios can add depth without just adding polish, and what happens when speed becomes the only priority. We end with a rapid-fire round: opinions on trends, UX pet peeves, what to prioritise when budget’s tight, and the one thing every founder should understand about design. If you think design is just vibes, this episode's for you. focusstate.fm

The future of websites

48 min

What will websites look like in 5, 10, or even 50 years? In this episode, our designers take a speculative leap into the future of the web and what it could mean for how we work, shop, and interact online. We talk about everything from voice interfaces and AI agents browsing on our behalf, to whether websites as we know them will even exist. What happens to branding and visuals when machines, not people, are the primary users? Will AI filter content for us, decide what’s worth our attention, and summarise our newsletters before we even open them? We explore how emerging technology could impact accessibility, daily routines, and even something as specific as restocking your fridge or shoe rack, before you realise you need it. And of course, we reflect on what all this means for us as designers. Will the future be less about building and more about understanding how things are built? Join us for a down-to-earth chat about where things might be heading and what that could mean for all of us. focusstate.fm

Pragmatic branding

32 min

How can software companies approach branding without the fluff? In this episode, we dive into the concept of 'pragmatic branding'—a no-nonsense approach to building a brand that serves both the product and the business. We explore how to balance consistency with agility, keep branding costs in check, and create something that sticks as you scale. Let’s get practical! focusstate.fm

User retention

49 min

In this episode, we explore why first impressions are crucial for user retention and how to optimise onboarding for a smooth, engaging experience. Learn about the “Aha! moment” — when users discover your product’s true value — and how to reveal it quickly. We’ll explore personalising onboarding, encouraging social connections, and motivating users to complete the process. We'll also discuss key metrics for success, re-engagement strategies, and best practices for communicating updates without harming retention. Tune in for actionable tips to improve user experience and drive long-term loyalty. focusstate.fm

Design tokens

34 min

In this episode, we explore how design tokens can speed up development, ensure design consistency, and improve team collaboration. Learn how they streamline workflows, reduce code redundancy, and simplify tasks like theming and white-labeling. We’ll also share tips for getting team buy-in and why design tokens are a game-changer for building scalable design systems in large organisations. Tune in to discover the business value of design tokens. focusstate.fm

Better UX with AI

1 hr 9 min

We’re diving into one of today’s hottest topics: AI! We discuss how AI can strategically enhance software design and product development workflows to elevate the user experience. We explore real-world examples of AI in SaaS products, such as Salesforce's Einstein, which smoothens both sales processes and customer interactions. Key topics include balancing AI automation with user control, avoiding common AI integration pitfalls, and how to measure AI’s impact on UX. Finally, we tackle the ethical considerations of AI in design and explore the role of designers in a world where generative AI is everywhere. focusstate.fm

Less technical debt

28 min

In this episode, we break down the concept of technical debt and explore how startups can avoid it by starting with strong design principles. We’ll discuss the balance between speed and a solid design foundation, the importance of using UI kits, and how design-first approaches can prevent costly issues down the line. Learn how early design decisions can save your startup from expensive rewrites, longer time to market, and other hidden costs of technical debt. We’ll also share practical tips on integrating design into your development process to set your product up for success. ⁠focusstate.fm⁠

Happier users, healthier business

32 min

We dive into the often-overlooked link between great UX design and revenue growth. Despite common misconceptions, a well-crafted user experience isn't just a "nice-to-have"—it's a strategic investment that can significantly impact your bottom line. We discuss why UX design is frequently misunderstood, explore real-world examples of its direct influence on revenue, and highlight the most common UX mistakes that frustrate users and drive churn. Plus, we share practical tips on leveraging user feedback and optimising key areas of your product to boost user satisfaction and business performance. ⁠focusstate.fm⁠

Redesigning on a budget

1 hr 11 min

In this episode, we explore the art of budget-friendly redesigns. Learn how to prioritise features, gather user feedback cost-effectively, and balance short-term constraints with long-term goals. Our co-hosts, Modestas and Oskar, offer expert insights into making impactful changes without breaking the bank. Whether you're a designer, developer, or product owner, this episode is packed with practical tips and strategies to help you achieve a successful redesign on a budget. ⁠focusstate.fm⁠

Approaching design systems

40 min

We dive into the world of design systems and why they should be crucial in your day-to-day work, whether you’re a designer, developer or product owner. Our co-host Modestas joins us as we discuss design systems, how to get started, and some advanced topics. Our goal is to make design systems approachable for startups and enterprises. Tune in and join us on this exciting topic! ⁠focusstate.fm⁠

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