UX Leadership By Design – Détails, épisodes et analyse

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In this episode of UX Leadership by Design, Mark Baldino talks with Ryan Glasgow, CEO and founder of Sprig, about the future of UX research in an AI-first world. Ryan shares how Sprig was built to replace legacy survey tools like Qualtrics and SurveyMonkey by enabling real-time, in-context feedback and powerful AI-driven analysis. The conversation dives deep into how modern research can scale with fewer resources, why AI should be seen as an intern—not a threat—and how researchers can thrive by shifting toward strategic influence within organizations. If you’re in product, design, or research leadership, this one’s for you.

Key Takeaways

• Legacy research tools are broken – They’re disconnected from user behavior and painfully slow—Sprig fixes that by embedding surveys in key workflows.
• AI isn’t here to replace you—it’s your intern – The most successful teams treat AI like an eager junior teammate that accelerates insights and frees up strategic thinking.
• UX research is evolving toward strategic impact – Tactical research is being democratized across teams; researchers who shift toward company-level strategy will thrive.
• Tool bloat is real—consolidation is the future – Many orgs are replacing 3–5 survey tools with Sprig to reduce costs and streamline workflows.
• You can’t scale great product experiences without scaling insights – Research embedded across the product journey is the only way to keep up.
• Designers and Product Managers are sharing research responsibilities – It’s now table stakes for cross-functional teams to gather, analyze, and act on feedback.
• Sprig uses Sprig – The team applies its own product to optimize A/B testing, feature development, and in-product recruiting—truly eating their own dog food.

Chapters

1. From Product to Founder: Why Build Sprig – 01:00
2. What Legacy Survey Tools Get Wrong – 04:00
3. Sprig’s End-to-End Research Workflow – 07:30
4. Using Sprig to Build Sprig (Meta UX) – 09:45
5. AI as Intern: Supercharging Strategic Work – 22:00
6. The New Research Stack: Strategic > Tactical – 29:00
7. The Future of UX Research Teams – 31:00

Resources & Links

• Connect with Ryan on LinkedIn
• Sprig AI-Native Survey App

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Mark Baldino sits down with Sara Fortier, CEO and founder of Outwitly, a UX talent solutions firm that evolved from a UX consultancy into a staffing partner for UX, research, and service design teams.

Sara shares her journey from agency consulting to UX staffing, explaining how shifting market dynamics, including digital transformation, AI disruption, and the rise of the blended workforce, led to her firm’s transformation. She and Mark discuss the traits that make contract designers successful, how leaders can better manage mixed teams, and the growing pressure for design teams to align with business outcomes.

Sara also offers practical advice for designers at every level—on building trust, navigating uncertainty, and developing the soft skills and business fluency necessary for long-term career success.

Key Takeaways

• Pivoting with Purpose: Outwitly’s shift from UX consulting to staffing wasn’t just reactive—it was strategic. Sara shares how market demand, revenue signals, and hard-earned confidence drove the transition.
• Blended Teams Work—With the Right Talent: Contract designers can provide speed, flexibility, and specialization—but only when they bring seniority, stakeholder savvy, and initiative. Soft skills are non-negotiable.
• Leadership Is Getting Pulled in Every Direction: Today’s UX leaders are balancing emotional support for their teams, pressure from execs on AI, and increasing demands to prove business value—all while staying current themselves.
• Designers Must Embrace Business Fluency: Career longevity increasingly depends on understanding how design impacts revenue, costs, and KPIs. Designers need to connect their work to strategic business drivers.
• Trust Is Built Through the Basics: Responding to emails, sending updates, raising risks early—these are simple but critical practices that build stakeholder trust and create long-term credibility.
• Relationships = Resilience: Strong networks and internal relationship-building help designers navigate layoffs, transitions, and career pivots. Build trust across teams, not just within design.

Chapters

00:00 – Intro & Guest Welcome

01:30 – From Industrial Design to UX Leadership

05:15 – The Pivot to UX Staffing

09:45 – What’s Driving the Rise in Contract UX Talent?

12:40 – What Makes a Great Contractor?

15:40 – The Pressure on Design Leaders

21:30 – Career Longevity in UX: Advice for Designers

Resources & Links

• Connect with Sara on LinkedIn

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Mark Baldino talks with Dave Seligsohn, founder of A2O Consulting, about creating a culture of innovation and driving business growth. Drawing from his rich background in education and leadership, Dave shares insights into the challenges small businesses face, such as breaking revenue ceilings, optimizing operations, and achieving growth. He highlights the importance of fostering innovation through intentional processes, forming dedicated teams, and leveraging data-driven decision-making. The conversation offers practical strategies for establishing an innovation pipeline, validating ideas, and navigating organizational challenges, making it an invaluable guide for leaders and entrepreneurs.

Key Takeaways

• The Cycle of Innovation – Effective innovation is intentional and embedded into company culture, driven by an innovation team tasked with surfacing, testing, and implementing ideas.
• Breaking Revenue Ceilings – Small businesses often face growth plateaus due to overreliance on founders; collaboration, delegation, and external advisors can help overcome these challenges.
• Prevention Over Cure – Leaders should prioritize continuous innovation to avoid desperation-driven solutions during crises.
• Structured Idea Validation – A systematic approach to market validation, involving customer feedback and financial analysis, reduces risk and ensures alignment with business goals.
• Leadership’s Role in Innovation – Leadership should sponsor and support innovation initiatives, but remain hands-off during idea generation to encourage creativity.
• The Power of Data in Decision-Making – Businesses must identify and focus on the most relevant data points to track progress and ensure operational efficiency.
• Overcoming Fear of Change – Allocating budget and fostering openness to new ideas are critical to embracing innovation as a business growth driver.

Resources & Links

• Connect with Dave Seligsohn on LinkedIn

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Mark Baldino sits down with Joe Sticca, a seasoned expert blending technology, digital experiences, and product innovation, to explore the transformative impact of generative AI on product management and design. Joe shares his journey from software development to digital experience leadership, emphasizing the importance of adopting an "editor mindset" to harness AI for efficiency, creativity, and strategic decision-making. The conversation delves into how AI accelerates feedback loops, enhances data analysis, and mitigates risks, empowering teams to deliver richer MVPs and foster better collaboration. Joe also touches on the evolving role of Web3, tokenization, and platforms like Roblox and Decentraland in shaping the future of customer engagement.

KEY TAKEAWAYS

• The "Editor Mindset" for Success - Generative AI empowers professionals to focus less on manual tasks and more on refining and validating creative ideas, improving product value and user outcomes.
• Efficiency Meets Creativity - AI tools enable teams to test, iterate, and mitigate risks faster, allowing for richer MVPs and more impactful user experiences.
• Depersonalizing Decision-Making - Using AI to analyze and act on data removes bias, fosters objectivity, and encourages Socratic discussions for better outcomes.
• Expanding the Idea Set - With time saved through AI, teams can shift their focus to exploring more innovative and valuable ideas that enhance user and business value.
• Shortening Feedback Loops - Real-time data insights powered by AI allow product teams to make faster, more informed decisions without waiting for traditional analytics cycles.
• Adapting Skills for the AI Era - Professionals must develop a nuanced understanding of business value, context, and creative problem-solving to thrive alongside AI tools.

CHAPTERS

• 00:00 Introduction and Background
• 03:09 The Impact of Generative AI on Development
• 06:02 Navigating Trust in AI Tools
• 08:52 The Role of AI in Product Management
• 11:46 The Editor Mindset in Product Development
• 14:47 Future Trends in Product Management and Design
• 17:51 Closing Thoughts and Future Opportunities

LINKS:

• Connect with Joe on LinkedIn: https://www.linkedin.com/in/joesticca/

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Mark Baldino and Bruce McCarthy discuss the challenges and solutions around stakeholder alignment in product management. Bruce highlights the importance of bridging communication gaps across departments to achieve unified goals and emphasizes the role of empathy, strategic prioritization, and effective stakeholder management in driving organizational success. He also touches on methods for identifying influential stakeholders, leveraging trust, and fostering cross-functional collaboration for product teams, especially in remote settings. Drawing from his book Aligned: Stakeholder Management for Product Leaders, Bruce provides actionable strategies for navigating the complexities of building consensus and aligning teams with the organization's overall mission.

KEY TAKEAWAYS

• Understanding and Aligning with Key Stakeholders: Successful product leaders prioritize stakeholder alignment, actively engaging across teams to achieve cohesive objectives that serve the organization's mission.
• The Role of Empathy in Collaboration: Effective alignment requires empathy, listening to stakeholders’ perspectives, and validating their challenges to build a foundation of trust and cooperation.
• Focusing on Value Creation: Product teams must balance user needs with market demands by identifying and prioritizing solutions that drive real value for both customers and business.
• Proactive Communication Strategies: Building trust and clarity within cross-functional teams is essential, especially in remote environments; proactively reaching out to influential figures strengthens alignment.
• Defining and Mapping Organizational Influence: Identifying informal power players within an organization can be more effective than relying on an org chart, allowing product leaders to foster essential alliances.
• Leveraging Remote Tools for Connection: In a virtual setup, choosing high-bandwidth communication (like video) and maintaining consistent, high-touch engagement with stakeholders enhances team synergy.
• Using Vulnerability to Drive Authentic Relationships: Showing vulnerability and a willingness to ask for help or clarification can build stronger relationships, ultimately promoting an aligned and transparent culture.

CHAPTERS

• 00:00 Introduction to Bruce McCarthy and His Journey
• 01:51 Identifying the Tipping Point for Product Culture
• 03:50 Understanding Alignment and Misalignment in Organizations
• 07:57 Challenges in Product and Design Teams
• 12:08 Building Cross-Functional Relationships
• 15:59 Navigating Organizational Dynamics
• 20:05 Strategies for Remote Collaboration
• 24:10 The Role of Vulnerability in Leadership
• 28:00 Aligning Product and UX Teams
• 31:59 Resources for Further Learning

LINKS:

• Connect with Bruce on LinkedIn: https://www.linkedin.com/in/brucemccarthy/
• Aligned: Stakeholder Management for Product Leaders: https://www.alignedthebook.com/
• Product Culture Website: https://www.productculture.org 

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Rina Alexin, CEO of Productside, joins Mark Baldino , Co-Founder of Fuzzy Math, to discuss the state of product management today, including challenges like misaligned strategy, poor stakeholder management, and data utilization. She emphasizes the need for clearer communication of strategy across all levels of an organization, enabling product teams to focus on valuable discovery and execution. Rina also shares insights on navigating the complexities of data, enhancing team skills, and leveraging AI to empower more effective product management.

Key Takeaways

• Misaligned Strategy: Many product teams struggle due to poorly defined business strategies or prioritization, which ultimately affects their ability to deliver impactful results.
• Stakeholder Management: A key challenge is the lack of proper governance in decision-making, which leads to difficulties in aligning priorities across the organization.
• The Value of Communication: Clear and repetitive communication from leadership to product teams about business goals is crucial to ensure alignment and strategic focus.
• Overwhelmed Product Managers: Product managers often feel overwhelmed with tasks, which highlights the importance of balancing stakeholder communication with delivering product outcomes.
• The Role of AI: Product managers should learn to effectively use AI to increase efficiency. Avoiding AI will be detrimental to productivity in the future.
• Data Utilization: Lack of data or mistrust in data quality can lead to poor decision-making. Gathering reliable metrics is essential for driving impactful business decisions.
• Enabling Product Managers: Providing product managers with the tools, training, and clear expectations helps them excel in their roles and contribute to the organization's success.

Chapters

• 02:58 Current State of Product Management
• 06:08 Leadership's Role in Product Management
• 09:03 Challenges in Product Management
• 11:56 Stakeholder Management and Governance
• 15:08 Overwhelm in Product Teams
• 17:58 The Impact of AI on Product Management
• 21:03 The Importance of Data in Product Management

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership By Design, host Mark Baldino speaks with Gerard Dolan about the challenges teams face in communication, problem identification, and leadership in dynamic work environments. Gerard discusses practical strategies for addressing issues like silos of information, aligning teams, and the importance of building relationships and fostering empathy within an organization. He emphasizes the value of identifying the right problems, facilitating open communication, and maintaining clarity in organizational roles. Gerard also touches on how team structures and leadership decisions can create bottlenecks and how to overcome them through transparency and collaboration.

Key Takeaways

• Breaking Silos to Enhance Communication: Teams often struggle with sharing information across departments. Breaking down "silos of excellence" fosters collaboration and ensures everyone is on the same page.
• Empathy and Understanding Pain Points: Spending time with colleagues and understanding their pain points can build bridges within organizations and improve team cohesion.
• Identifying and Addressing Real Problems: Taking the time to properly identify problems before jumping into solutions is critical for long-term success. Playing back the problem helps ensure everyone understands and is aligned.
• Prioritizing Open Feedback Loops: Regularly following up with team members on research findings or new information builds trust and ensures continuous improvement.
• Leadership Requires Clear Communication: Leaders must be proactive in communicating vision and strategy, ensuring that their teams are aligned and informed, particularly in large or complex organizations.

Resources & Links

• Connect with Gerard on LinkedIn 
• Cynefin Framework

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership By Design, host Mark Baldino speaks with Pablo Stanley. Pablo, a designer and artist, shares his journey from being a graffiti artist in his teenage years to becoming a creative director and founder of multiple companies. He discusses the challenges and triumphs of leading a team of creatives, including the balance between guiding them and allowing them to explore new ideas. Pablo also emphasizes the importance of bringing one's full self and passion to work, promoting work-life integration rather than separation. He highlights the benefits of integrating personal interests and hobbies into the creative process, leading to more motivated and efficient employees. Pablo thoughtfully emphasizes the importance of collaboration, autonomy, and allowing others to make decisions. Pablo also shares his perspective on AI in design, highlighting its potential to unblock creativity and free up time for more impactful work -- while acknowledging the concerns around AI and the need for ethical and legal regulations.

Key Takeaways

• The transition from being an artist to a leader in the creative field can be gradual and natural, with experiences like being in a band or playing video games helping to develop skills in teamwork and collaboration.
• Leading a team of creatives requires finding a balance between guiding them and allowing them to explore new ideas, while also fostering trust and respect.
• Promoting work-life integration and allowing employees to bring their personal interests and passions into their work can lead to more motivated and efficient teams.
• Creatives often crave control and perfection, but it's important to embrace the culture of making mistakes and learning from them.
• Work should feel less like work and more like fun, where employees can bring their full selves and passion to what they do. Leadership involves bringing people together, fostering collaboration, and avoiding silos and isolation.
• As a leader, it's important to let go of control and allow others to contribute and make decisions.
• AI in design can unblock creativity and free up time for more impactful work, but human input is still necessary for selecting and refining ideas.
• There are concerns and ethical considerations around AI, particularly in terms of artists' work being used to train models without consent.
• Learn how Pablo's tool, Lumi, offers AI-generated assets for creative projects.

Resources & Links

• Connect with Pabloe on LinkedIn 
• Pablo's AI design tool companies: https://musho.ai/ and https://www.lummi.ai/

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, host Mark Baldino speaks with Harry Max, author of the book "Managing Priorities: How to Create Better Plans and Make Smarter Decisions". We discussion the importance of intentional prioritization, particularly in complex organizational settings. Harry explains that while many people think they are good at prioritizing, most struggle when faced with dynamic and adaptive environments. He introduces his DEGAP process model (Decide, Engage, Gather, Arrange, Prioritize), which offers a structured approach to prioritization, ensuring that decisions are made based on the best possible options. The conversation also touches on the challenges of gaining team and organizational alignment and the significance of making prioritization a deliberate and strategic activity.

Key Takeaways:

• Prioritization Needs Intentionality: Successful prioritization requires a structured approach, especially in complex organizational settings.
• DEGAP Process Model: The DEGAP model (Decide, Engage, Gather, Arrange, Prioritize) provides a comprehensive framework for effective prioritization.
• Importance of Strategic Alignment: Aligning teams and gaining executive support are crucial for the success of any prioritization effort.
• Recognizing the Need to Prioritize: The first step is deciding whether prioritization is necessary in a given situation, considering the potential benefits and risks.
• Prioritization as a Skill: While people may be good at prioritization in simple environments, complex settings require more refined methods and tools.
• Outputs vs. Results: Focus on achieving better results by selecting the best possible options rather than just prioritizing tasks.
• Avoiding Pitfalls: Without intentional prioritization, organizations risk making decisions that do not align with their strategic goals, leading to inefficiencies.
• Scalability of Prioritization: Effective prioritization processes can scale from individual teams to entire organizations.
• Designing for Flexibility: The prioritization process should be adaptable to different contexts, stakeholders, and organizational needs.
• Building Consensus: Engaging all relevant stakeholders in the prioritization process ensures that the outcomes are understood and supported across the organization.

Chapters

• 00:00 Introduction and Background
• 05:19 The Importance of Prioritization
• 11:39 Prioritizing Prioritization
• 19:43 The DEGAP Process Model
• 22:19 Aligning Teams and Achieving Organizational Success
• 29:23 Gaining Executive Alignment and Getting Traction

Links:

• 20% Discount Code to Buy the book "Get the book - Managing Priorities: How to Create Better Plans and Make Smarter Decisions".  Use Code "UXLBD" during checkout at: https://rosenfeldmedia.com/books/managing-priorities
• Hary on LinkedIn: https://www.linkedin.com/in/harrymax
• harrymax.com

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Mark Baldino, co-founder of Fuzzy Math, speaks with Evan English, Vice President of Design and User Research at American Express. Evan shares her journey from product management to UX leadership at Amex, where she has spent 15 years. She highlights the company's significant investment in leadership training and development, which has allowed her to build a strong design leadership team from within the organization. They discuss the importance of aligning design work with business value, the challenges and rewards of building a mature design system, and the strategic role of information architecture in delivering business results.

Key Takeaways:

• Leadership behaviors, such as communication, collaboration, and empathy, are crucial for UX leaders.
• Designers possess unique qualities that make them great leaders, including empathy, active listening, storytelling, and systems thinking (dot connectors).
• Shared goals with product partners and design maturity goals are important for driving business value.
• Information architecture and design systems play a critical role in supporting the evolving business needs.
• Measuring metrics and setting goals are essential for tracking the impact of design efforts and improving customer satisfaction.

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy