Sera Tajima Podcast

Sera is your host, Principle Designer, & Founder of Conscious Tech. Learn growth designChapters(00:00:00) Welcome newbies 🎉(00:01:17) Please like & subscribe (this helps me bring in high quality guests)(00:01:29) Emotions Make Us Human(00:02:16) What Are Emotions?(00:03:13) Don Norman's Three Levels of Emotional Processing(00:05:18) Merging The Internal & External(00:06:51) How Do We Identify Emotions?(00:08:18) How Emotions Influence User Behavior and Decision-Making(00:09:38) Emotional Attachment(00:14:50) Aaron Walter’s Hierarchy of Needs(00:17:22) Join my live Maven cohort (00:18:31) How To Design For Emotional States(00:21:52) 5 Good Tenets of Emotional Design(00:22:39) 5 Core Methods to Create Emotionally Intelligent Design(00:26:52) Ethical Considerations(00:30:01) Future of Emotion Recognition Technology___________________________________________________________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 ⚡️Become a sponsor: partner@seratajima.com

Christopher Nguyen is Founder of UX Playbook. He went from zero experience to head of design in just 4 years. His mission is to Make UX education accessible. He’s also working on a new project called Backlog: a community for designers-turned-entrepreneurs.Chapters(00:00:00) Beyond UX Podcast(00:01:04) How Chris Got Into Design(00:03:10) Posting on Linkedin(00:05:00) UX Playbook organic growth (00:10:14) Expanding the funnel on Linkedin(00:16:11) Product Bundle Experiment(00:19:32) Free 5 Day Growth Challenge(00:23:49) What the Market Wants(00:27:33) Downsells are More Effective than Upsells(00:29:02) Pricing Experimentation (00:32:37) Sera’s Business Journey(00:39:36) Create Urgency Getting Your Product Out(00:45:55) What Gives Designers Business Superpowers(00:50:33) Biggest Mistakes Chris Made(00:54:20) A Workday With Chris Where to find Chris Nguyen:Linkedin___________________________________________________________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 ⚡️Become a sponsor: partner@seratajima.com

Frank Bach, aka “Zen Daddy,” is a Staff Product Designer at Instagram. Frank not only designs the creator experience at Meta, he also runs his own company, Sunshine Shop, and plays in his band, Monk. 🎶 Chapters(00:00:00) Frank’s universe(00:05:24) Frank’s band Monk(00:06:55) Continue your passions(00:08:44) Running a small studio (00:10:37) Product Design at Redbull(00:13:07) Headspace and meditation (00:19:33) Getting a job at Headspace(00:26:36) Product Design at Headspace(00:29:15) Always be building your portfolio (00:31:31) Getting laid off(00:36:40) Instagram creators team (00:39:33) Becoming a speaker(00:47:37) Frank’s business Sunshine Shop(00:56:38) Performing with the band and time management(00:59:50) What’s in Frank’s future?Resources ___________________________________________________________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 ⚡️Become a sponsor: partner@seratajima.com

Ridd, aka Michael Riddering, is the Founder of Figma Academy, Host of podcast Deep Dives, and the founding designer behind Maven. Chapters(00:00:00) Ridd’s background(00:02:02) Learning coding(00:04:06) Startup failure & finding design(00:13:04) Transition to agency life(00:15:33) Visual finesse and raw talent(00:16:45) Becoming a Founding Designer with Maven(00:21:20) Building the Maven team(00:25:31) Twitter as testing for Figma Academy(00:28:44) Design Media Business(00:31:09) It’s not work, it’s a game(00:41:02) What makes Figma Academy successful(00:52:16) Prototyping is a superpowerGet the Conscious Tech Newsletter 🗞️Where to find Ridd:Twitter: https://x.com/ridd_designDive Club Podcast: https://www.dive.club/Figma Academy: https://www.dive.club/advanced-figma___________________________________________________________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 ⚡️Become a sponsor: partner@seratajima.com

Suzan Doodeman is a social entrepreneur, activist, author of Hoe Dan Wel, and Co-Founder of De IdealenSchool.Chapters(00:00:00) Suzan Doodeman background(00:03:49) Protest for undocumented people (00:09:33) Starting a business (Hoe Dan Wel) (00:11:23) The importance of your business partners(00:14:24) Traineeship for social entrepreneurs(00:15:22) Writing a book (00:16:28) Activist work, pushing the boundaries(00:23:45) Pragmatic idealism (00:27:11) Design thinking & experimentation (00:28:06) Practical tips on how to start your business(00:31:20) 1. Take a look at yourself (00:32:09) 2. Everything is possible, divergent thinking(00:34:18) 3. Research & experimentation(00:34:45) 4. Make it real (00:36:27) 5. Celebrate the results(00:39:29) Taking care of yourself(00:42:50) People over the economy(00:44:37) Time and income(00:48:40) Start as soon as possible(00:50:41) Stay away from perfectionSuzan’s Resources:The Nutmeg’s Curse by Amitav GhoshHow Migration Really Works by Hein de Haas(Buy books locally if possible 😊) Where to find Suzan Doodeman:https://www.linkedin.com/in/suzan-doodeman/___________________________________________________________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 ⚡️Become a sponsor: partner@seratajima.com

In this episode, Sera, host & Founder of Conscious Tech deep dives on JTBD for technologists. Chapters(00:00:00) Introduction and Annoucements(00:01:21) Why companies are dying quicker(00:02:34) Why I like JTBD(00:03:26) People are trying to progress in life(00:04:18) The process of creative disruption (00:05:20) Customers inadvertently lie(00:06:11) JTBD theory and practice(00:09:46) Examples of 3 dimensions(00:11:29) Tony Ulwick’s 9 tenets of JTBD(00:13:03) Incorporate JTBD into Your Process(00:14:40) Investigate beyond the superficial layer(00:16:47) 1. Define your market(00:17:56) 2. UX Research(00:23:40) 3. Synthesize your research(00:24:22) 4. Map the job(00:25:03) 5. Identify customer needs (example with ChatGPT and Claude)(00:26:10) 6. Create JTBD statements(00:27:09) 7. Ideate solutions(00:27:53) 8. Prioritization and planning(00:29:00) 9. Design and test(00:30:00) 10. Refine and measure impact(00:30:58) Bob Moesta’s Case study (00:33:33) FAQ⁠Join the Newsletter (sources here)⁠⁠Learn Sustainable Growth Design⁠___________________________________________________________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 ⚡️Become a sponsor: partner@seratajima.com

Don Norman has paved the way for design as we know it. He is a retired Professor, Apple VP, and co-founder of Nielsen Norman Group. His 21 books include Emotional Design, Design of Everyday Things, and Design for a Better World. Chapters(00:00:00) Don Norman introduction (00:01:39) Don’s 5th retirement(00:04:10) Design Lab University of California San Diego (00:05:47) Author of 21 books(00:08:33) Design for a better world is spreading (00:10:35) What’s wrong with human centered design(00:11:50) Expanding our mind and staying curious(00:14:00) Logic is not how people think (00:16:49) The value of creativity(00:18:37) How economics is significant to design (00:20:53) Nobel Prize for economics(00:24:08) Sidetracked on profit (00:26:00) Changing human behavior (00:29:33) Prioritize the most important thing (00:31:50) Problems like climate change are invisible(00:32:33) Greenwashing is good(00:33:54) If your company is wrong, give them a solution (00:37:14) You must understand the entire company(00:39:30) How design increases the quality of life(00:44:52) Lifestyle changes since writing the book (00:49:22) The US medical system has been taken over by profit(00:51:30) Politics and lobbying for Apple(00:54:25) The world is complex(00:55:16) Design systems (00:57:34) Are ICs powerless? (01:00:02) UN Sustainable Development Goal 17(01:00:31) The Netherlands is a leader for sustainability(01:04:38) Colonialism rules the world (01:11:23) It’s not too lateDon’s Resources:Design for a Better World ResourcesDon Norman Design AwardNudge: Improving Decisions About Health, Wealth, and HappinessUnderstanding Computers and Cognition: A New Foundation for DesignEmpire of Cotton: A Global HistoryWhere to find Don Norman:Linkedin: ⁠https://www.linkedin.com/in/donnorman/ ___________________________________________________________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

Thorsten Jonas is Founder of SUX, keynote speaker, and consultant on sustainability and responsible AI. Chapters(00:00:00) Thorsten, Digital Sustainability Trailblazer(00:08:09) Going through a burnout(00:22:38) Is AI the right solution? (00:25:38) Energy and water consumption of AI (00:28:03) AI education and bias(00:32:16) Human creativity (00:34:14) What is truth? (00:35:25) Surveillance in Nazi Germany (00:38:14) Momo and stealing time(00:39:49) Harmful KPIs, manipulation, & dopamine(00:41:44) Data privacy, GDPR, regulations(00:44:40) Change is many small steps(00:46:27) Having conversations & finding compromises(00:51:40) SUX, workshops & masterclassResources: SUX: https://sustainableuxnetwork.com/ SUX Academy: https://sustainableuxnetwork.com/academy Sustainability Resources: https://suxnetwork.notion.site/ Momo (book referenced)Where to find Thorsten Jonas: Linkedin: https://www.linkedin.com/in/thorstenjonas/ Instagram: https://www.instagram.com/dolbydigger/ Website: https://thorstenjonas.com/___________________________________________________________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

Phil Pham is a Head of Design, Author of "Work From Anywhere", and fellow Maui resident. We chat about intentionally designing your life and Phil's experience, which ranges from agencies, to Uber, BetterUp, and philanthropy. Chapters(00:00:00) Balancing career and family (00:05:00) Phil’s design background (00:07:57) Letting fear derail you from your path (00:21:27) How Phil became head of design(00:26:41) Working at Uber and Travis Getting Ousted(00:30:08) Career development seminars at Uber(00:35:16) Value and toxicity working in tech in San Francisco (00:37:23) Don’t wait for permission (00:39:03) Phil’s book - Work from Anywhere(00:40:26) Making a decision where the cost of failure is too high (00:45:15) Working at BetterUp with a focus on psychology(00:48:04) Getting laid off and how interviewing has changed(01:00:00) Experimental philanthropy and leveraging AI Phil’s Reading List: Work from Anywhere: How to Do What You Love in the Remote Economy (Phil’s book) Awaken the Giant Within by Tony Robbins The Art of Non Conformity by Chris Guillebeau Think and Grow Rich by Napolean Hill Psychology of Money by Morgan Housel The Power of Now by Eckhart Tolle Where to find Phil Pham: Instagram: https://www.instagram.com/philpham/ Linkedin: https://www.linkedin.com/in/phil-pham/ Website: https://philphamdesign.com/ Podcast: Modern Dad Life___________________________________________________________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

Sera Tajima, Host and Founder of The Craft gives an introduction to circular design with 4 global examples of circularity from Apple to e-waste in Brazil. Chapters(00:00:00) Introduction to circular design (00:05:35) Why design for circularity(00:07:10) Technical and biological waste(00:10:21) Smartphones, cost-savings, and Apple (00:12:20) Shifting to a society that consumes less(00:14:16) 4 Case Studies on Circularity(00:14:36) Recycling plastic waste in the beauty industry(00:18:14) Leveraging e-waste to build digital equity in Brazil (00:21:03) Modular headphone subscriptions to reduce waste(00:22:51) 100% regenerative agriculture with buy-in from shareholders(00:25:31) Continue the conversationGet resources here 👇🏽Join the Conscious Tech Movement⁠⁠___________________________________________________________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