#13: Jared Spool on Proactive UX, Measuring The Right Thing, And Lessons From The History of Magic
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 tea
What we cover:
01:04 Introduction to UX Fika Podcast and Guest Background
04:58 The Evolution of UX Conferences
08:14 The Shift in UX Education and Value Communication
10:23 Understanding UX Metrics and Outcomes
13:32 The Importance of Proactive UX Strategies
16:29 Building Expertise in UX Organizations
22:27 Measuring Success Beyond Conversion Rates
25:30 Measuring The Right Things
31:30 The role of UX for AI design
37:34 The Future of AI In Healthcare And UX
42:50 The Three Things To Focus On
43:42 What The Adelaide Score Teaches Us About Solving Problems
48:44 Understanding the Bigger Picture and Business Side of UX
49:48 The Magic of Experience
53:01 Jared's History With Magic
56:18 The Dying Art of Magic
58:56 Lessons from the History of Magic
01:10:26 The Illusion of Real-Time Communication
01:13:29 Making Your Audience And The People You Work With Look Good
01:18:31 Proactive UX Research
01:18:54 Why You Should Help Others Get Better Instead of Stopping Them Doing "Your" Work
01:23:50 The Science of the Obvious
01:27:38 The Importance of Clear Communication in Donations
01:32:38 Understanding UX Outcomes and Their Impact
01:36:04 Future Plans And Thinking in Design and UX
01:40:35 The Joy of Continuous Learning and Exploration
01:41:00 The Hunt For Fika
01:49:15 Life Lessons and Personal Reflections
Where you’ll find Jared:
Where you’ll find Anna & UX Fika: