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PODCAST

Focus State

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

arts design

All Episodes

00:44:08

The importance of typography in digital design

Focus State ·

2025/08/11

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

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00:34:40

Emotional design

Focus State ·

2025/07/29

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

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00:48:32

Synergies between product & brand designers

Focus State ·

2025/07/17

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

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00:32:47

How UX missteps turned loyal users against Sonos

Focus State ·

2025/07/04

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,

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00:52:48

Balance between form and function in websites

Focus State ·

2025/06/19

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

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00:29:56

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

Focus State ·

2025/06/05

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

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00:48:08

The future of websites

Focus State ·

2025/05/21

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

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00:32:21

Pragmatic branding

Focus State ·

2024/11/28

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

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00:49:43

User retention

Focus State ·

2024/10/31

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

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00:34:04

Design tokens

Focus State ·

2024/10/17

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

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01:09:27

Better UX with AI

Focus State ·

2024/10/03

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

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00:28:57

Less technical debt

Focus State ·

2024/09/19

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

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00:32:03

Happier users, healthier business

Focus State ·

2024/09/05

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

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01:11:13

Redesigning on a budget

Focus State ·

2024/08/01

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

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00:40:16

Approaching design systems

Focus State ·

2024/07/04

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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15 results

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