In this episode of the UX Fika podcast, I sit down with Jared Spool — Maker of Awesomeness at Center Centre, designer, speaker, and someone who’s been shaping the field of UX for nearly 5 decades.We talk about how the role of UX has shifted (and in some cases shrunk) over the years, why so many UX teams still struggle to show their value, why measuring success only through conversion rates is misleading, and why designers should focus on experiences instead of products, and step up to become the world’s foremost experts on their users.Jared shares why proactive UX matters more than waiting for instructions, and how being strategic, understanding the business side of design, and being able to demonstrate our value, is key to keeping our seat at the table, and a starting point for change.It’s an honest, wide-ranging conversation about the challenges we face as a profession, what the history of magic — yes, stage magic — can teach us, and about how to keep pushing our practice forward while learning from what’s come before.Plus:☕️ Why apple cake, or any cake, and darjeeling tea is his go to fika⭐ Why you should try a cup of first flush darjeeling teaWhat we cover:01:04 Introduction to UX Fika Podcast and Guest Background04:58 The Evolution of UX Conferences08:14 The Shift in UX Education and Value Communication10:23 Understanding UX Metrics and Outcomes13:32 The Importance of Proactive UX Strategies16:29 Building Expertise in UX Organizations22:27 Measuring Success Beyond Conversion Rates25:30 Measuring The Right Things31:30 The role of UX for AI design37:34 The Future of AI In Healthcare And UX42:50 The Three Things To Focus On43:42 What The Adelaide Score Teaches Us About Solving Problems48:44 Understanding the Bigger Picture and Business Side of UX49:48 The Magic of Experience53:01 Jared's History With Magic56:18 The Dying Art of Magic58:56 Lessons from the History of Magic01:10:26 The Illusion of Real-Time Communication01:13:29 Making Your Audience And The People You Work With Look Good01:18:31 Proactive UX Research01:18:54 Why You Should Help Others Get Better Instead of Stopping Them Doing "Your" Work01:23:50 The Science of the Obvious01:27:38 The Importance of Clear Communication in Donations01:32:38 Understanding UX Outcomes and Their Impact01:36:04 Future Plans And Thinking in Design and UX01:40:35 The Joy of Continuous Learning and Exploration01:41:00 The Hunt For Fika01:49:15 Life Lessons and Personal ReflectionsWhere you’ll find Jared:⁠⁠⁠⁠⁠⁠LinkedInBlueSkyLeaders of Awesomeness CommunityCenter CentreWhere you’ll find Anna & UX Fika:⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠Instagram⁠⁠

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