The UX Level-Up 079 - (ORCA Series #11) - CTAs That Align Teams and Earn Trust - CTA Prioritization with Jake Zukowski
Sep 5, 2025
Jake Zukowski, founder and CEO of Cosmic Plumbing, shares insights from his extensive UX and design background at companies like HelloFresh and Microsoft. He discusses the importance of Call-to-Action (CTA) prioritization in creating ethical user experiences. Topics include balancing user needs with business goals, the impact of contra CTAs on trust, and how to foster meaningful conversations between designers and stakeholders. Jake emphasizes the value of transparency and aligning CTAs with user intentions to enhance engagement and build lasting relationships.
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Episode notes
Designers' Moment To Lead
- CTA prioritization is the moment designers can partner with business instead of just executing tactics.
- Use OOUX/ORCA to facilitate conversations that help both users and business goals.
Descript Sign-Up At The Wrong Moment
- Jake describes joining a Descript podcast room and seeing a premature "Sign Up" CTA while he was about to enter.
- That CTA felt right at the wrong time and showed poor alignment with user headspace.
Match CTA To User Headspace
- CTA timing must match user headspace and journey stage to be effective.
- Prioritize CTAs that progress conversation at the right moment, not just when you have attention.