Kristina Morf

They say the first two years of building a business are the hardest. Doing it 6,000 miles away from home? That’s a different level of “uff” and takes courage.

When I left Switzerland🇨🇭 to build my business in LA,
I didn't just leave a country,
I left the place where I had built my career.

I arrived with a strong background in CX, a vision for ethical tech, but zero local network.😅

Today, as I look at the 2-year milestone of UXD Lab, 
coinciding with Women’s History Month, 
I’m reflecting on why I’m still here (!!) when the statistics say I might well not be. 

The secret wasn't a perfect strategy.
It was community. The women.

In the US, I found a "Masterclass in Community." 

I met female founders who didn't just hand me a business card, they handed me a seat at the table. 

They turned a daunting "building" process into a journey of belonging.
To the women who: 
→ Answered my "dumb" questions about US business culture. 
→ Referred my first clients when I was a "risk." 
→ Reminded me that being "too much" is usually just enough.

#Womenshistorymonth isn't just a celebration of individual success.

It’s a celebration of the ecosystem we build for each other.

To every woman who has been a part of my US journey: Thank you for being my "why" and my "how."

Here’s to taking up space, building the "impossible," and doing it together. 🥂

#InternationalWomensDay #IWD2026 #FemaleFounders #originstory #founderstory #femaleader #womenintech #ImmigrantFounder #CX #CommunityBuilding #shebuildsLA

CEO & Founder at UXD Lab | UXQB-certified expert for usability und user experience

The "type A" vs. "type B" founder trope is a false dichotomy.

One side tells you to wake up at 5 AM, wear a "uniform", and optimize every second for "output."

The other tells you to embrace "creative chaos" and wait for the muse to strike.

As a designer with 10 years of scaling innovation, I’ve realized both are traps.

Type A leads to burnout. Type B leads to bottlenecks.

Last Friday, a massive opportunity landed on my desk. 

The catch? The deadline was Monday morning.

As a European/Swiss founder, my weekends are non-negotiable. 
They are for restoration, not "the grind." 

But as a leader growing an innovation agency, I knew I couldn’t let this pass.

I didn't choose the 5 AM grind. 
And I didn't choose the chaos of procrastination.

I chose "the 3rd way": intentional integration

On Sunday morning, I took my laptop to Bergamot’s Art Station. 

I sat among the canvases and the scent of oil paint. 

I closed a "growth gap" for a client while refilling my own creative cup.

The result? 

A winning proposal finished in 3 hours, followed by an afternoon of art that left me energized for Monday—not depleted.

In UX, we look for friction points that stop growth. 

In leadership, the biggest friction point is the belief that you have to choose between your business and your soul.🚀✨

The most important skill for a 2026 leader isn't "hustle." 
It’s Design Thinking applied to your own energy.

Go do what needs to be done. 
But design the "how" so it gives back to you.

How do you handle "The Weekend Deadline"? 

Do you grind through it, or have you found your "Third Way"?

#Foundership #WomenInInnovation #DesignThinking #GrowthMindset #WorkLifeIntegration

It's been 2 years of building. And we are hiring!! 🚨

Our mission feels more anchored than ever.
And it's ready for some growth marketing TLC. 🧠✨

My best hires didn't necessarily have the most experience, 
but they are people who knew they could be much more than what they were doing right now.💡

As an innovator and designer, I'm obsessed with people's attitude, character and how they align with our work and culture! 

Culture-fit is the most important thing to me and my clients.

Since we're a Swiss-American innovation and experience design studio, 
we do our best work, because we're ambitious, entrepreneurial, curious and obsessed with learning and doing the right work extremely well (🇨🇭🤓).

🌍 We're hiring a growth marketing intern in the US. (see second part of the video)

Our mission is to make tech accessible to those who need it most. 🚀

If you're interested, pls answer a few questions.
If you're aligned to our culture, you will get an email from me.👇🏻

https://lnkd.in/gbRK8J-b

#career #internship #growthmarketing #careeradvice #leadership #jobopportunity #uxui #innovation

Austin SXSW, we are back! Last year was about how tech and humanity intersect, but this year? The stakes are higher.

We aren't just going for the panels. 

I’m expecting to attend the best AI events in the world of startup and healthcare.

Why we’re doubling down on the HealthTech track:
↳AI-Driven Patient Outcomes: 
The conversation has moved from "What can AI do?" to "How do we integrate AI into workflows without losing the human touch?"

↳AI-Driven Patient Behavior: 
Informed, AI native patients force a new, active relationship with a HCP. Once forced into a receptive role, patients step into the driver’s seat.

↳Cross-Industry Synthesis: 
The most exciting breakthroughs aren't happening in silos—they're happening where design, consumer tech, and medical innovation collide.

↳Bio data as a precursor: 
Data is available before a predisposition becomes a condition

Building a business is a marathon.🏃🏼‍♂️

But it’s worth taking some time out of our busy schedules to synch with people we haven’t seen in a while, and catch up on the latest and greatest.

I’m excited to share the signals that will define the next 12 months of health innovation with you guys here and bring them back to LA.

Shoutout to all the amazing people I got to connect with
Paulo J Machado Anna Sizova Boots Crossley Patricia (Savi) Glowe Joyce Go, MS, MBA Ajit Verghese Grace Cordovano, PhD, BCPA Haley Collavo, MBA Madala Mathurin Ben Freeberg Jonathan Ellis Sankalp Shah Doug Bain humble ventures 

#SXSW2026 #HealthTech #Innovation #FounderLife #ExecutivePresence #founderstory #entrepreneurship #innovationleader #productdesign #uxui #femaleleader

Innovation is more "visible" in femtech now, but it's not enough - are we ignoring the key players and influencers in Femtech?👇🏻

It feels like we've started to crack the code on making femtech "legit"

Femtech is officially recognized as a rapidly expanding, multibillion-dollar, non-niche global market, with projections estimating it will reach over $1 trillion in value by 2027. (crunchbase)

Solutions are becoming more visible.
But we need more success stories ‼️

Higher adoption rates will ensure the trust in femtech grows sustainably. 

Why most femtech innovators struggle with adoption:

👉🏻 While we design for doctors and patients, we often forget the nurses, billing teams, and IT staff whose workflows are disrupted by new solutions. 

If we want femtech innovations to thrive, we must consider everyone impacted by the change.🤓

Here’s how to ensure what you're building gets adopted:

> Map the Full Workflow: Engage every stakeholder before you build.
> Quantify Operational Impact: Better outcomes are only part of the equation.
> Integrate Change Management: Make it easy for healthcare staff to embrace change.

Hope this article helps! Let’s strengthen women’s health together! 💪✨

#Femtech #HealthcareInnovation #UXDesign #WomenInLeadership #ChangeManagement #uxui #healthtech

The first wave of femtech made women's health solutions more visible. The second wave needs to make its tech more adoptable. The Pattern We See A femt

Open article: Femtech's Real Problem Is No Longer Visibility – It's Adoption by Kristina Morf • 4 min read

Femtech's Real Problem Is No Longer Visibility – It's Adoption

fliggs mobile

Leading the Web3 initiatives at fliggs mobile, I am at the forefront of integrating distributed ledger technology into telecommunications. My responsibilities include overseeing Web3 product design & development, strategic partnerships, and market expansion. Our goal is to redefine the telecom industry by leveraging DLT to enhance user experience and operational efficiency.

Head of Web3

Women in Web3 Global

As a Working Group Lead, I collaborate with industry leaders to promote diversity and inclusion within the Web3 space. I organize events, create educational content, and mentor women entering the blockchain space, fostering a supportive and innovative community.

Working Group Lead Fashion & Luxury Goods

maison collective

Founded maison collective, a personally curated collection of serviced vacation homes in Europe designed to help guests slow down and unwind. Each home is personally tried and tested to ensure quality and authenticity. We serve as a resource for travelers seeking inspiration and unique vacation experiences. Our mission is to showcase exceptional spaces where guests can connect with loved ones and immerse themselves in design, local culture, food, and wine.

Founder

i.AM Lab

Led the Ventures & Innovation division, focusing on integrating advanced blockchain solutions and driving innovation across the company. Key achievements include successfully launching multiple blockchain-based projects, fostering partnerships with key industry players to expand network and market reach, and managing a cross-functional team, promoting a culture of innovation and collaboration.

Head Ventures & Innovation

OYO Vacation Homes

Managed the distribution of OYO's vacation homes portfolio to major partners, including top global OTAs and regional travel agencies. Established a commercial framework that boosted annual revenue by 20%, ensured seamless technical integration with distribution partners, and led multifaceted projects to drive double-digit growth in bookings and revenue.

Key Account Manager

K.I.W.I. Projects GmbH

Co-founded the first organic, natural bone broth company in Switzerland, overseeing product development and market introduction. Developed and launched a product line from concept to market with significant penetration, designed and executed all branding and marketing initiatives, and built a loyal customer base through direct engagement and exceptional service.

Co-Founder & Managing Partner

Accenture

Analyzed and optimized banking and IT processes for Swiss banks, contributing to key regulatory initiatives. Implemented new project management tools to improve project tracking and completion rates, played a key role in the strategic reorganization of a major Swiss bank to enhance its financial stability, and facilitated the digitization of client relationship processes to streamline operations.

Management Consultant

Deutsche Bank

Managed client assets and drove new asset acquisition for the German market from Switzerland. Managed assets exceeding EUR 200m while maintaining high client satisfaction, acquired EUR 50m in new assets through effective cross-selling and market strategies, and adapted investment strategies to align with market conditions to optimize client portfolios.

Relationship Manager

GetYourGuide

Drove new business development across multiple European markets, enhancing product inventory and customer satisfaction. Achieved significant revenue growth and market penetration through strategic planning and execution, managed the entire sales process to ensure successful client acquisition and retention, and collaborated with founders to develop market strategies and best practices.

Business Development Manager

BNP Paribas

Contributed to the strategic marketing of equity derivatives, supporting business growth and client engagement.

Equity Derivatives Strategic Marketing

Aleks‘ unwavering belief in the Web3 paradigm shift fuels her advocacy for decentralized technologies and their potential to reshape industries and create a more inclusive digital economy. 

With a robust industry background since 2015, she distinguishes herself through a dedicated advocacy for decentralized technologies spanning diverse sectors. In her current capacity as Head of Web3 at fliggs mobile, she exemplifies a profound commitment to ushering in the next generation of the web across the Telco industry. Her focus lies in empowering individuals by enhancing their control over data and privacy while enabling full command of their digital assets.

Aleks has been a notable presence on stages at significant events such as Web Summit, European Blockchain Convention, and during the World Economic Forum in Davos. 

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