Focus State: Design insights that matter

In a world where technology shapes every aspect of our lives, great design has become more than just an aesthetic pursuit: it's a business imperative. At EDL, our design team of six saw an opportunity to demystify how design can be a powerful tool for businesses to create happier users, boost profits, and minimise wasted resources. That’s why we started Focus State, a podcast for software industry leaders, builders, and thinkers.

For those looking for smarter product solutions

Focus State is tailored for CXOs, product owners, and developers who understand the potential of design but want actionable insights to make it a strategic advantage. Whether you're leading a B2B SaaS startup or managing enterprise software, this podcast is for those who want to elevate their products and their business through smarter design choices.

Specialised people devoted to quality

Focus State is hosted by Frederick Andersen, CEO at EDL, alongside experienced co-hosts who bring decades of combined expertise in design, development, and product strategy. He loves to share no-nonsense advice that cuts through the fluff and equips you with practical strategies you can apply immediately.

Strategic design to drive business growth

We know your time is valuable. That’s why we focus on the insights that matter, delivering straight-to-the-point advice that positions design as a key driver of your organisation’s success. No jargon, no filler—just actionable strategies to help you:

• Build stronger user connections.

• Improve user retention.

• Streamline your development processes.

• Unlock new revenue opportunities.

We believe in making complex technologies a joy to use—and Focus State is an extension of that mission. By sharing our expertise, we aim to empower businesses to turn design into a competitive advantage, whether you’re scaling a startup or optimising enterprise software.

In every episode of Focus State, we tackle essential topics for anyone building digital products, offering actionable insights that can transform how you think about design and its impact on your business.

What do we discuss?

We dive into pragmatic branding, a no-nonsense approach to building a brand that aligns with your product and business goals, ensuring your efforts drive real results. We discuss the importance of first impressions, exploring how optimised onboarding experiences can boost user retention and engagement from day one.

For teams looking to streamline their workflows, we break down the benefits of design tokens—from reducing code redundancy to simplifying theming and white-labelling, making your design systems more efficient and scalable. With AI revolutionising software development, we explore how it’s reshaping product features and improving user experiences in ways you can leverage today.

If you’re a startup founder, you’ll find invaluable advice on how early design decisions can help you avoid costly rewrites, delays, and technical debt as you scale. We also highlight the connection between great UX design and revenue growth, showing how intentional design choices can drive business success.

For those planning a redesign, we offer smart strategies to tackle platform or application overhauls, even when resources are limited. And if you’re considering design systems, we share practical tips on implementing them effectively, especially for startups, so they balance short-term needs with long-term scalability.

Summary

Each episode delivers practical advice to help you harness the power of design as a key driver of growth, efficiency, and user satisfaction. Focus State is your go-to resource for actionable design insights, whether you want to streamline processes, delight users, or grow your revenue.

Listen now

Listen to the first eight podcast episodes on Spotify, Apple Podcasts and Podimo.