Focus State

EDL

5.0 (1)
DESIGN
EVERY TWO WEEKS

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

11 AUG

The importance of typography in digital design

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

44 min
29 JUL

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

35 min
17 JUL

Synergies between product and 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

49 min
4 JUL

How UX missteps turned loyal users against Sonos

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

33 min
19 JUN

Balance between form and function in websites

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

53 min
5 JUN

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

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

30 min
21 MAY

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

48 min
28/11/2024

Pragmatic branding

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

32 min

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

Creator

EDL
Years Active

2024 - 2025
Episodes

15
Rating

Clean
Copyright

© EDL
Show Website

Focus State