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
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
29 Jul 2025
Emotional design
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
17 Jul 2025
Synergies between product & brand designers
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
4 Jul 2025
How UX missteps turned loyal users against Sonos
This episode analyzes how Sonos's UX missteps in their app redesign alienated loyal users by removing key features and breaking accessibility, damaging trust and brand reputation.
19 Jun 2025
Balance between form and function in websites
This episode explores the balance between aesthetics and functionality in SaaS websites, examining how design choices impact user experience, conversion rates, and long-term maintenance.
5 Jun 2025
When design should lead strategy (and when it shouldn't)
The CEO of Focus State explores how strategic design drives product impact in SaaS, challenging assumptions about speed and control, and emphasizing the importance of systems and guidelines.
21 May 2025
The future of websites
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
28 Nov 2024
Pragmatic branding
Software company leaders explore pragmatic branding strategies to balance consistency, agility, and costs while creating a scalable brand that serves both product and business.
31 Oct 2024
User retention
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
17 Oct 2024
Design tokens
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
3 Oct 2024
Better UX with AI
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 (https://focusstate.fm)
19 Sept 2024
Less technical debt
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 (https://focusstate.fm)
5 Sept 2024
Happier users, healthier business
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 (https://focusstate.fm)
1 Aug 2024
Redesigning on a budget
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 (https://focusstate.fm)
4 Jul 2024
Approaching design systems
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 (https://focusstate.fm)
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Spotify
5.0 / 5
5 ratings
Podcast Authority Score: 26 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
38
Social presence
0
YouTube
0
Engagement
32
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