Sera Tajima Podcast

In this episode, Microsoft Design Manager Sandra Pallier reveals how she created the Green Design Principles that influenced sustainability strategies across Big Tech. From starting with a simple PowerPoint template hackathon to building a 11,000-person grassroots community at Climate Action Tech, Sandra shares insider insights on embedding climate consciousness in product design at scale. Discover why Microsoft's emissions grew 29% since 2020 despite net-zero commitments, how the AI race is driven by capitalism over societal need, and why sustainability often works as a "Trojan horse" in product development. Sandra breaks down the "Think Bigger Before You Start" and "Build Better by Default" frameworks, explains why making products more sustainable actually improves user experience, and discusses the changing landscape of tech worker activism. Perfect for founders, product designers, and anyone interested in sustainable technology, climate tech, and the intersection of design and environmental impact. Learn practical strategies for getting stakeholder buy-in on sustainability initiatives and why transparency shouldn't burden users with behavior change.Episode Brought to You By ⭐️Growth Design for a Sustainable FutureThe cohort starts July 14th. ⁠Get 20% off with code PODCAST⁠Chapters 📖[00:01:09] How Sandra joined Microsoft and Climate Action Tech within a year of each other[00:02:05] The ripple effect of Microsoft's green design principles across the industry[00:03:26] Starting small: How a simple PowerPoint template hackathon led to bigger sustainability conversations[00:05:38] Microsoft's Green Design Principles explained: "Think Bigger Before You Start" and "Build Better by Default"[00:07:07] Grid adaptability: How products can adapt to renewable energy availability[00:10:35] Why transparency shouldn't put the burden on users to change behavior[00:12:18] The misconception that sustainability compromises user experience[00:13:28] Jevons Paradox: Why making things more efficient doesn't always reduce consumption[00:21:02] Microsoft's 29% emissions increase since 2020 due to AI data centers[00:22:02] The AI race driven by capitalism vs. actual societal need[00:27:32] Why the Green Design Lab doesn't ask for funding to stay critical[00:32:36] Strong sustainability voices leaving Microsoft to push from the outside[00:34:15] How sustainability often comes as a "Trojan horse" in product development[00:39:46] How tech worker power has diminished, changing employee activism[00:52:24] Success metrics for sustainability in UX designWhere to learn more 🔎Climate Action Tech: https://www.linkedin.com/company/climateactiontech/___________________________________________________________I'm Sera Tajima —  Founder, Climate Tech Advisor & Investor. 🤙I talk about: → Product Growth Strategy (Growth, Design, AI)→ Climate Tech→ Venture Capital⁠⁠⁠⁠⁠Connect for more good energy⁠⁠⁠⁠⁠ ⚡️Become a sponsor: partner@seratajima.com

Ever wondered what it really costs to escape the 9-5? You’ve never heard a conversation like this with Kate Syuma. The former Head of Growth Design at Miro, reveals how she "bought back her time" by leaving corporate to found Growth Mates - and why her living costs actually decreased in the process. She gets raw about the psychological preparation needed for the leap, the hidden maintenance costs of corporate life, and how she puts "what's good for users is good for business" into practice. Whether you're a product designer feeling trapped or a founder questioning your path, Kate's journey offers both inspiration and tactical wisdom for building an authentic career on your own terms.Episode Brought to You By ⭐️Growth Design for a Sustainable FutureThe cohort starts July 14th. Get 20% off with code PODCASTChapters 📖[00:00:00] Introduction: Kate's Journey from Miro Head of Growth Design to Founder[00:02:42] From Art School to Product Design: Finding Your Creative Path in Tech[00:05:44] The Evolution of Growth Design: When Business Meets Creativity[00:08:32] Building Growth Communities: From Internal Practice to Public Platform[00:10:24] The Growth Mindset: Essential Skills for Modern Product Designers[00:12:05] Making the Leap: Corporate Stability vs Entrepreneurial “Risk”[00:14:03] Buying Back Your Time: The True Cost of Career Transitions[00:16:11] Setting Boundaries: Valuing Time as a Freelancer and Consultant[00:18:08] Recognizing Burnout: When Ambition Becomes Self-Punishment[00:20:17] Redefining Enough: Breaking Free from Consumer Culture[00:23:19] Simplicity Over Status: Learning to Appreciate Less[00:26:42] Conscious Content Consumption: Filtering Information for Mental Health[00:29:23] Japanese Yaki Onigiri Break [00:32:21] What is Growth Design? The Five Essential Elements Explained[00:37:24] Articulating Impact: Communicating Growth Strategy to Stakeholders[00:39:12] Born vs Made: Can Entrepreneurship Be Learned?[00:41:16] Authentic Expression: Why Kate Left Corporate to Build GrowthMates[00:44:05] User-Centric vs Revenue-Focused: Choosing Your Business Philosophy[00:46:49] Side Projects and Product Dreams: Building Apps for Behavioral Change[00:47:52] Ethical Growth Design: Making Tech More Conscious and HumanWhere to find Kate Syuma 🔎Growthmates NewsletterLinkedin___________________________________________________________I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙I talk about: → Product Growth Strategy (Growth, Design, AI)→ Climate Tech→ Venture CapitalConnect for more good energy ⚡️➕ ⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠➕ ⁠⁠⁠LinkedIn⁠⁠⁠➕ ⁠⁠⁠Advising⁠⁠⁠Become a sponsor: partner@seratajima.com

I came across Andy Budd and his background immediately intrigued me. Andy is a design leader turned VC and startup advisor at SeedCamp (pre-seed fund). He ran an agency for 15 years. The company is now employee owned, which allowed him to pivot towards investment and coaching design leaders. We chat about the unique advantages designers bring to Venture Capital.Andy shares how his UX background helps him evaluate product-market fit, why designers often misunderstand the "Field of Dreams fallacy," and practical fundraising strategies for founders.Discover when startups should hire designers, how European and American VC landscapes differ, and why the best product doesn't always win. Whether you're a designer considering VC or a founder looking to raise capital, Andy's experience transitioning from agency owner to investor offers valuable perspective on connecting product value to business growth.Episode Sponsor ⭐️GrowthmatesThe next cohort starts June 16th. Get $100 off with code GROWTHMATES. Chapters 📖[00:00:00] Introduction to Andy Budd: From Design Agency to Seedcamp VC[00:01:37] Designer's Advantage in VC: Evaluating Product-Market Fit[00:04:13] Silicon Valley vs European VC: Capital, Competition, Risk Tolerance[00:08:15] Breaking into VC: The Unconventional Path from Agency Owner[00:11:51] The Field of Dreams Fallacy: Why the Best Products Often Fail[00:15:44] Design as Competitive Advantage: Beyond Technical Capabilities[00:21:14] When to Hire Designers: Timing Your First Design Investment[00:30:49] Building Growth Design Teams: Navy SEAL Squads for Startups[00:37:33] VC vs Bootstrapping: Path for Bay Area vs European Founders[00:42:06] Fundraising Strategy: Creating FOMO and Timeline Management[00:52:02] Equity Allocation: Optimal Ownership Strategies for Tech Founders[00:57:22] What Makes a Great VC: Spotting Trends in London, Berlin, Singapore[01:04:04] Redefining Success: Beyond Silicon Valley Metrics and Wealth[01:17:03] Paths to VC: Options for Technologists Where to find Andy Budd 🔎Website: https://www.andybudd.com/Linkedin: ⁠https://www.linkedin.com/in/andybudd/Book: https://andybudd.com/book___________________________________________________________I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙I talk about: → Product Growth Strategy (Growth, Design, AI)→ Climate Tech→ Venture CapitalConnect for more good energy ⚡️➕ ⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠➕ ⁠⁠⁠LinkedIn⁠⁠⁠➕ ⁠⁠⁠⁠YouTube➕ Tiktok➕ ⁠⁠⁠Advising⁠⁠⁠Become a sponsor: partner@seratajima.com

In this episode, host Sera Tajima interviews Jodi Alperstein, a seasoned product leader who has served as SVP of Product and GM at Digital Ocean, VP of Product and GM at Twilio Segment, and VP of Product at Hired. Jodi shares her extensive journey from early product management roles at E-Trade to leading global teams at public companies. With over two decades of experience across financial services, SaaS, and technology companies, Jodi's career spans from early-stage startups to public companies where she's led global teams of up to 350 people and managed businesses generating up to $650 million in revenue.Connect for more good energy: ➕ Conscious Tech: https://seratajima.substack.com➕ LinkedIn: ⁠https://www.linkedin.com/in/seratajima⁠➕ Advising: https://www.seratajima.com/advisingChapters[00:00:00] Jodi's Journey to the C-Suite[00:04:17] Day in the Life of a VP of Product: Metrics, Teams & Deep Work[00:06:49] Product Leadership Challenges: Balancing Empathy with Accountability[00:09:14] Hiring Strategy: Culture Add vs Culture Fit in Product Teams[00:13:43] Managing Mis-Hires: Evaluation, Alternatives & Respectful Transitions[00:17:59] Design & Product Structure: Organizational Evolution as Startups Scale[00:20:38] Scaling After Product-Market Fit: Growth Engines & Intentional Hiring[00:27:45] Hyperscaling Signals: When Demand Outpaces Supply & Unit Economics[00:30:37] Top Reasons Startups Fail: Runway Management & Team Composition[00:39:05] Product Leadership & Finance: Understanding Unit Economics[00:43:34] Design Evolution: AI Impact & System Thinking in Modern Design[00:47:57] AI Tools & Ethics: Balancing Innovation with Intellectual Property[00:51:50] Company Culture: Creating Signature Experiences & Motivation Theory[00:57:32] Building Effective Growth Teams: Process Over Perfection[01:00:03] Career Pathways: From Designer to Product Leader[01:05:16] Lightning Round: Leadership Books, Success & AIWhere to find Jodi:https://www.linkedin.com/in/jodialperstein/___________________________________________________________I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙I talk about: → Product Growth Strategy (Growth, Design, AI)→ Climate Tech→ Venture CapitalConnect for more good energy ⚡️➕ ⁠⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠⁠➕ ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠➕ ⁠⁠⁠⁠⁠YouTube⁠➕ ⁠Tiktok⁠➕ ⁠⁠⁠⁠Advising⁠⁠⁠⁠Become a sponsor: partner@seratajima.com

Anna Ratkai is a UX researcher and sustainability advocate. She’s the creator of Kind Commerce. Anna reveals how design influences our buying behaviors and consumption patterns. Discover how deceptive UX patterns drive overconsumption, learn practical strategies for more ethical e-commerce design, and explore Anna's "Kind Commerce" project that's reimagining how we shop online. Scroll down to explore her pattern library. Perfect for designers, sustainability advocates, and conscious consumers looking to understand the hidden psychology behind our consumption.Please do me a favor and review the podcast ☺️ Chapters[00:00:03] Meet Anna Ratkai: UX Researcher and Sustainability Advocate[00:00:34] From Fashion Documentary to Sustainable UX Journey[00:01:22] Behavioral Science and Consumption Patterns[00:03:15] How UX Designers Impact Sustainability[00:04:40] The Sustainable Futures Design Framework[00:10:58] Digital Products' Environmental Footprint[00:11:27] Sustainable Products vs. Sustainable User Behavior[00:14:21] The Hidden Costs of Fast Consumption[00:16:31] Dark Patterns Driving Impulse Buying[00:18:14] The Ethics of Easy Returns and "Bracketing"[00:20:59] Power Imbalance in Online Shopping Psychology[00:27:58] How Frictionless Design Creates Mindless Shopping[00:32:59] Kind Commerce: Building Ethical Alternatives[00:33:24] Sustainable E-commerce Pattern Examples[00:36:26] Brands Leading in Sustainable E-commerce[00:39:20] Challenging "Don't Make Me Think" UX Narratives[00:41:46] Designing Technology for Conscious Consumption ⚡️Connect with Anna on LinkedinAnna’s MediumBe Kind CommerceGet the ecommerce pattern library ___________________________________________________________I'm Sera Tajima —  Founder, Climate Tech Advisor & Investor. 🤙I talk about: → Product Growth Strategy (Growth, Design, AI)→ Climate Tech→ Venture Capital⁠⁠⁠⁠Connect for more good energy⁠⁠⁠⁠ ⚡️Become a sponsor: partner@seratajima.com

Kwasi's Journey to Twilio SegmentFrom Capital One Designer to Leading Segment: Career Insights on Design Management, Data Platforms, and Navigating Tech AcquisitionsEver wondered how designers make the leap to leadership? Join us for a candid conversation with Kwasi Twum-Acheampong, who navigated his way from designing at Capital One to leading the design team at Twilio Segment.Kwasi shares honestly about the complex, rewarding transition from hands-on design work to guiding a team of talented designers. (And yes, he admits that letting go of daily Figma work wasn't exactly easy!) He breaks down Segment's data platform in accessible terms—finally explaining what CDP and CDI actually mean without the technical jargon—and reveals how he maintained team culture through Twilio's acquisitions.Whether you're a designer with leadership ambitions, curious about customer data platforms, or simply enjoy authentic stories of professional growth, this episode delivers insights with warmth, humor, and practical wisdom that you can apply to your own career journey.⁠⁠Chapters[00:00:00] From Capital One to Head of Design at Twilio Segment[00:10:03] Design at Intuit, Mexico City, and Finding Your Next Role[00:18:13] Head of Design at Segment Reaches Out & Interview Process[00:22:48] Becoming a Manager and Handling 3 Reports[00:25:00] Segment’s Data Platform: CDI, CDP, Audiences, Events, Tracking[00:28:47] Segment’s Activation Rate and Making Human Solutions Digital[00:35:24] Identifying Strengths and Letting Go of IC Work[00:37:40] Twilio Acquires Segment & SendGrid and Co-Creating Culture[00:45:05] How Managers Document Team Skills [00:47:48] Side Hustles, Mi Casa, & Collaborating with Polish Design Agency [00:50:49] Lightning Session ⚡️Where to find Kwasi: Linkedin: https://www.linkedin.com/in/kwasiuxd/___________________________________________________________I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙I talk about: → Product Growth Strategy (Growth, Design, AI)→ Climate Tech→ Venture CapitalConnect for more good energy ⚡️➕ ⁠⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠⁠➕ ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠➕ ⁠⁠⁠⁠⁠YouTube⁠➕ ⁠Tiktok⁠➕ ⁠⁠⁠⁠Advising⁠⁠⁠⁠Become a sponsor: partner@seratajima.com

Discover how Product Led Growth (PLG) is transforming SaaS business models in 2025. This comprehensive guide breaks down the fundamentals of PLG strategy, why it's revolutionizing customer acquisition, and the key metrics that drive sustainable growth.In this video, you'll learn:— The core principles of Product Led Growth and how to implement them— Why PLG creates a competitive advantage in today's market— The measurable benefits PLG brings and who benefits— How to build your own growth loops— Essential value creation metrics to track your PLG successWhether you're a founder, product manager, designer, or growth specialist, these PLG insights will help you create more efficient acquisition channels and improve your product's value metrics.Chapters[00:00:00] Understand PLG[00:04:34] Why PLG is Game Changing[00:06:48] Benefits of PLG[00:10:01] Anatomy of a Growth Loop [00:12:38] Value Creation Success MetricsWhere to find more on PLG: https://seratajima.substack.com/p/your-guide-to-product-led-growth___________________________________________________________I'm Sera Tajima —  Founder, Climate Tech Advisor & Investor. 🤙I talk about: → Product Growth Strategy (Growth, Design, AI)→ Climate Tech→ Venture Capital⁠⁠⁠⁠⁠Connect for more good energy⁠⁠⁠⁠⁠ ⚡️Become a sponsor: partner@seratajima.com

This is Watershed's zero to one journey. From serving tech companies with climate interest to building enterprise-grade solutions for Fortune 500s, Molly Goldberg (Group Product Design Lead, Apps and Foundations) and Tess Hannel (Product Designer, Finance) take us inside this Series C climate tech startup that's tackling global emissions at scale. Discover how they're helping multinational corporations measure, report, and reduce their carbon footprint with a rigorous approach to data and auditable artifacts. Learn how their design team balances technical complexity with user experience while working toward an ambitious goal of reducing global emissions by 500 megatons—equivalent to Brazil's entire carbon output. The conversation spans building effective design teams, tackling complex Scope 3 emissions, navigating corporate sustainability requirements, and creating measurable climate impact. Whether you're a founder looking to create impact at scale or a product designer interested in climate tech, this episode reveals valuable insights about building solutions for one of our generation's most pressing challenges.Subscribe to Conscious Tech⁠⁠🗞️Chapters[00:00:00] The Inspiration to Join a Climate Startup[00:03:31] How Watershed is Reducing Global Emissions by 500 mt[00:06:45] Product 0-1 Journey [00:10:20] Calculate Emissions from Primary Activity Data[00:12:37] Gathering Scope 3 Emissions as Levers[00:15:55] How Watershed Found PMF Upmarket[00:19:22] Key JTBD, Policy, CSRD, ESG[00:22:15] Joining Climate Tech and Climate Expertise[00:24:50] Growth Opportunities in Financial Institutions Scope 3.15[00:27:33] Watershed Design Teams & Customer JTBDs[00:32:59] Gaps in Data, Support Team, Activation[00:39:38] Customer Profiles, Reporting, Data, Watershed Customers[00:48:00] Investment in ESG, Report Authoring[00:50:13] Future Investment Forecasting & Insurance Risk [00:52:10] Design Team OKRs[00:55:54] How to Hire a Great Design Team[01:00:39] Interviewing and Onboarding at Watershed[01:01:52] Hiring Designers Interested in Climate[01:06:33] Measuring Success on Product Usage[01:09:04] Transition Into Climate Tech With No Background[01:11:57] Biggest Surprise Working at Watershed[01:14:55] Lightning Session ⚡️Where to find Molly & Tess: Molly Goldberg, Group Product Design Lead, Apps, and FoundationsTess Hannel, Product Design FinanceWatershed___________________________________________________________I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙I talk about: → Product Growth Strategy (Growth, Design, AI)→ Climate Tech→ Venture CapitalConnect for more good energy ⚡️➕ ⁠⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠⁠➕ ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠➕ ⁠⁠⁠⁠⁠YouTube⁠➕ ⁠Tiktok⁠➕ ⁠⁠⁠⁠Advising⁠⁠⁠⁠Become a sponsor: partner@seratajima.com

Juan Ramirez has such an incredible story. He came to the US from Colombia as a student and studied at Carnegie Mellon. Following this, he’s worked at some pretty incredible companies like Amazon, Meta, Gitlab, and Netflix. What I enjoy most about Juan’s content is how thought provoking it is. 💡⁠Subscribe to Conscious Tech 🗞️Chapters[00:00:00] The Call to Be a Creative; Meta, Amazon, Netflix[00:03:15] Studying as an Immigrant and Becoming a Citizen [00:05:11] “Netflix is The Best Job I’ve Ever Had”[00:11:50] Netflix is Going Hard on Ads as a Business Strategy [00:14:20] Design Engineer Profile and the Value of Code[00:24:53] What Good Designers Do [00:27:41] Intro to Programming at Carnegie Mellon [00:31:27] Human Consciousness & Esoteric Beliefs[00:47:04] Side Projects: Brainglue.ai [00:54:12] It’s Not Failure if You Learned From It[00:58:17] Design Zeitgeist Concerns About AI Taking Our Jobs[01:00:07] The Problem With Linkedin[01:01:35] Lightning Session ⚡️Where to find JuanLinkedin: https://www.linkedin.com/in/juanjramirez/Brainglue.ai: https://www.brainglue.ai/___________________________________________________________I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙I talk about: → Product Growth Strategy (Growth, Design, AI)→ Climate Tech→ Venture CapitalConnect for more good energy ⚡️➕ ⁠⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠⁠➕ ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠➕ ⁠⁠⁠⁠⁠YouTube⁠➕ ⁠Tiktok⁠➕ ⁠⁠⁠⁠Advising⁠⁠⁠⁠Become a sponsor: partner@seratajima.com

Dori Tunstall is the author of Decolonizing Design: A Cultural Justice Guidebook. She has a has a PhD from Stanford and was the Dean of the Faculty of Design at OCAD University in Toronto. Join the Newsletter: ⁠⁠https://seratajima.substack.com/⁠ ⚡️Chapters[00:00:00] Introduction [00:01:23] Dori’s Journey from Anthropology to Design [00:04:15] Becoming the First Black Dean on a Design Faculty [00:10:17] Colonization is Intertwined with Capitalism and Sustainability [00:16:15] Decolonizing Design: A Cultural Justice Guidebook[00:19:52] Releasing the Flow for DEI at OCAD[00:28:43] Self Preparation for Equitable Community[00:32:36] Liberatory Joy is about Connection and Purpose[00:35:11] Colonization is Harmful to White People Too [00:38:00] Is There a Place for Universal Design? [00:44:33] Scaling Monopolies vs Specialization and Exchange[00:47:30] Better Living Through Tech (AI) is a Fallacy[00:56:41] Master and Slave Dynamics in AI [01:05:35] Decoupling From Corporate Taking of Creativity [01:12:11] Lightning Session ⚡️Where to Find Dori Tunstall: Website: https://doritunstall.com/Instagram: https://www.instagram.com/dori_tunstall/Book: Decolonizing Design: A Cultural Justice Guidebook___________________________________________________________I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙I talk about: → Product Growth Strategy (Growth, Design, AI)→ Climate Tech→ Venture CapitalConnect for more good energy ⚡️➕ ⁠⁠⁠⁠Conscious Tech Newsletter⁠⁠⁠⁠➕ ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠➕ ⁠⁠⁠⁠⁠YouTube⁠➕ ⁠Tiktok⁠➕ ⁠⁠⁠⁠Advising⁠⁠⁠⁠Become a sponsor: partner@seratajima.com