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

Julia Bürgi Projects

Using my design background to work with clients in the social impact and nonprofit space to amplify their work through communications, strategy, and fundraising projects. These include:
- Development and facilitation of workshops to induct new members of the independent application review panel at Gavi (the vaccine alliance) and to create and launch a membership program for same kollektiv (Swiss female photographers’ association);
- Report writing for Board, Committee, and Independent Evaluation Panel meetings of the Global Fund to Fight HIV, TB and Malaria; 
- Nonprofit annual report strategy, copyediting and graphic design for Advance Access & Delivery in South African and Paper Crown in Rwanda; 
- Storytelling and non-native English public speaking coaching for Raumtakt architecture firm to prepare for the Swiss Design Prize; and
- Organizational and business development as well as grant-writing support for sustainability-oriented Dutch industrial design firm Super Local and Kenyan sustainable building materials start-up Ardhi na Mbao.

Owner + Founder │ Social Impact Consultant │ Design Thinking

The Global Fund

- Support for engagement with multilateral development banks and other implementation partners on innovative finance investments, including the World Bank, IQVIA, Aceso, Islamic Development Bank, and others
- Analyzing, presenting and interpreting investment results to non-technical stakeholders whilst maintaining the integrity and substance of the subject
- Developing standard operating procedures for the newly established Innovative Finance Approvals Committee

Project Manager, Innovative Finance Strategic Initiative

- Led the development of funding and impact reports and presentations for internal and external audiences of the Global Fund’s Grant Approvals Committee and Technical Review Panel, including the Board and donors. 
- Developed the indicator framework for and carried out the collection, analysis, and reporting of the Technical Review Panel’s annual performance assessments for 2019, 2020 and 2021. 
- Support for governance policy development and implementation, including governance body terms of reference, conflict of interest and working group management. 
- Managed an email, social media and word of mouth communications campaign to promote the recruitment of new members for the Technical Review Panel, yielding over 1,200 applications. 
- Developed communications materials to accompany the launch of application materials for the 2023-2025 allocation period, including e-learnings, a guidance handbook and webinars.

Associate Specialist, Governance Communications and Policy (80%)

Leveraged my background in public health, design, and infection control work to do projects with nonprofits and designers, including: 
- Work with Advance Access & Delivery on infection control guidance and facility-specific consultations to prevent the spread of COVID-19 and tuberculosis
- Supporting communications and business development strategy for Doxastic, a scientific writing and transcription business
- Public speaking on the intersection of infection control and design for Creative Mornings, the Global Fund Risk Department, and the Architectural Association of Kenya

Freelance Infection Control & Social Impact Consultant (20%)

MASS Design Group

- Established the regional business development team to serve the Africa and Europe offices of an international non-profit design firm. 
- Developed partnerships, developing standard operating procedures, and creating impact-centered marketing print and digital materials for the organization globally. 
- Created an internal cross-cultural communication program for staff and worked with client projects in early stages to develop project-specific impact frameworks.

Business Development Associate

University of Rwanda

Developed term-long curriculum and training existing university staff on elective course “Communication for Architects” to help the personal and professional development of design professionals in communicating their ideas, process, and skills to a range of audiences in academic and professional environments. Includes leading a 2-week seminar taking place in October 2019.

Seminar Leader, College of Science and Technology

Advance Access & Delivery

- Developed trainings, an indicator framework, and educational materials on best practices for airborne infection and tuberculosis transmission control for Zero TB Initiative programs with municipalities around the world. 
- Included providing technical input, writing, layout, and graphics for publications and communication materials, such as academic publications, grant applications, annual reporting, and website.

Technical Officer, Infection Control

The Global Fund to Fight AIDS, Tuberculosis and Malaria

Drafted and coordinated reports to internal and external audiences, including board, watchdogs, and applicants. Managed formal letter campaign to inform120+ countries of their share of US$4B+ over new grant cycle.

Communications Officer, Technical Review Panel and Grant Approvals Committee

Scripted, designed, and updated 21 engaging, multi-media e-learning courses on complex application processes through extensive collaboration with Global Fund teams, reaching over 5,000 views per year.

Learning and Development Consultant

Freelance

Website enhancement, blogging, and social media campaigns for start-ups and small businesses in Spain and Switzerland.

Online Marketing and Social Media Consultant

Various

I’m passionate about food and travel in my free time and in the 3 years after my university graduation I tried several jobs in hospitality to see if it was the right professional fit (spoiler: it wasn’t), including hotel marketing associate, barista, server, pastry/appetizer cook, celebrity chef personal assistant, restaurant group intern, and private yacht stewardess.

Hospitality worker

As a social impact consultant specialized in design thinking, I straddle multiple fields and bring a unique perspective to my projects – storytelling, impact and design are never an afterthought but woven throughout. 

Academically, my background is in architecture and urban planning and most of my professional experience has been in the nonprofit sector. So what kind of projects have I done? Over the last several years, I have worked on governance reporting at international organization The Global Fund, the establishment of business development systems for the architecture firm MASS Design Group's Africa offices, organizational development for sustainable product design firm Super Local, and  and infection control publications with non-profit Advance Access and Delivery. 

Right now, I am open to remote or in-person project-based work in communications, strategy, and organizational development.

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Julia Bürgi

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