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

Kosma Connect

Strategically contributing to the development and implementation of the Swiss e-ID and its ecosystem, focusing on self-sovereign identity, as partner of Linkyard Consulting for the Federal Office of Information Technology, Systems, and Telecommunication (FOITT).

Key responsibilities include co-developing the trust infrastructure architecture, designing data flow solutions aligned with business needs and governmental guidelines, researching and evaluating SSI techniques, and supporting ecosystem adoption.

Digital Innovation Consultant

Founder & CEO

linkyard

Supported the implementation of a "self-sovereign identity"-inspired eLFA (digital learners driving permit) at the Federal Office of Information Technology, Systems, and Telecommunication (FOITT). Key responsibilities included:

- Crafting user stories for the mobile wallet development team
- Enhancing user experience of the mobile wallet in collaboration with the UX team
- Formulating a learning strategy for holders and aiding in creating training material for issuers and verifiers

Information Technology Consultant

Antaes Consulting

Sr. Digital Innovation Consultant

Led innovation projects in robotics, mixed-reality, and AI with focus on Asset Performance Management (APM) for a client in the energy sector. Oversaw project conceptualization and supported procurement. Developed a technical architecture for predictive maintenance, conceptualized the standardization of data flows, and led a mixed-reality project with Rimon. Aligned data collection requirements with client's internal teams, integrated image data and corresponding results on damage recognition with machine learning into the IT landscape, and processed user feedback for iterative development.

Contributed to collaborative innovation projects within the Energy Transmission Ecosystem on automation, image recognition including damage detection and federated learning as well as the client’s internal teams, while also identifying and documenting new user needs within the APM thematic area.

Sabbatical

• Expanded my knowledge about next-gen digital transformation and digital reality with focus on blockchain technology, artificial intelligence and cloud computing
• Graduated in Business Excellence at Berkeley Haas, School of Business (Feb. 2022)

Hauser & Wirth

• Managed digital transformation initiatives with focus on internal business processes in a leading international art gallery with subsidiaries in CH, GB, US & HK
• Developed the digital roadmap and transformation strategy in close collaboration with senior executives
• Advised on opportunities to improve business agility and competitiveness through technology and process redesign
• Orchestrated cross-cultural collaboration of 8 blended global project teams comprising CXOs, developers, subject-matter experts and external partners
• Established agile development capabilities to rapidly implement solutions
• Led international projects on the digital transformation of internal business processes in parallel, including the creation of a business intelligence platform and the migration of internal and client facing processes onto cloud-based solutions

IT Business Analyst & Program Manager | Digital Transformation Lead (business processes)

University of Zurich

• Created a collaboration and motivation concept enabling actors across organizational and geographic boundaries to participate in product and service development; used theories: Gamification, Motivational Psychology, Experiential Learning
• Implemented the solution in a platform creating novel possibilities for involving global pools of potential customers in the ideation and evolution phases of product design
• Development included exploratory research, theories of experiential learning and motivational psychology, game design, customer journey design, creation of online ad campaigns; implementation in Python 3.x, Django, Bootstrap, Eclipse, PostGre SQL
• Validation was successful showing 700+ potential clients in 9 countries sharing 56 ideas, 288 ratings, and 160 votes on a future service in a case study for Empa; tools: SPSS, R, and A/B testing
•  Published 1 dissertation & 5 peer-reviewed papers

• Ran lecture labs on agile software engineering for 400+ students; supervised & coached 2 master & 2 bachelor students


Co-reviewer: ICSE17, RE 15-17, REFSQ 15-17 ;  PrioRE17, RE@Next!17, ModRE15
Program committee member: ICT4S 14-18; SABP 16-17

Product Manager & Researcher in Requirements Engineering (PhD student)

• Investigated & articulated Gamification as a method to foster environmentally friendly behavior as member of the ISRG, a joint venture of UZH, the Stockholm Institute of Technology, and Empa
•  Ran a case study in collaboration with Eaternity (https://eaternity.org/) on how gamification can be designed for helping and motivating chefs of a global caterer to reduce the CO2 footprint of their meals
• Managed the department contribution to a technology & science fairs for kids (TunZürich: https://youtu.be/3eUQF1zaIaU)
•  Led a team of three over seven months and coordinating with partners and authorities as chair of the local organization of the first international conference on ICT for Sustainability. 
•  Chair of the conference PhD workshop, and co-organizer of the green hackathon

Reviewer for: Journal on Environmental Impact Assessment Review (2014); Book ICT Innovations for Sustainability (2014)
Program committee member for: ICT4S14

Project Manager and Researcher in Informatics & Sustainability

Empa

Managed a sub-projects on involving stakeholders outside organizational reach in developing a service that motivates gym members to use workout equipment for generating electricity. The project was used to evaluate the GARUSO solution creating during my PhD studies and contribute to the Fitness & Wellness Unit@NEST, a flagship project by Empa on energy efficiency.

Requirements Engineer

Proreda GmbH

Developed and implemented technology solutions with focus on data migration and communication flows at a Swiss cross-industry software development company
• Responsibilities included client coverage and advisory, requirements engineering, solution development and implementation of end-products for customers such as Mobility, Switzerland’s leading car sharing scheme
• Originated and implemented internal sustainability initiatives to enhance resource consciousness and foster environmentally friendly business practices within the company

IT Project Manager & Consultant |  Application Engineer | Intrapreneur

Yoga

• Founded and managed a Yoga school and was an active Yoga teacher and Yoga therapist offering courses in home and office settings
• Simultaneously, worked part-time as Passenger Service Agent for Swissport at the Zurich International Airport

Founder & Owner: SeliniYoga

Swissport

• Covered client-facing tasks in a diverse and fast-paced environment

Passenger Service Agent

Martina’s main interests are in self-sovereign identity (SSI) & Verifiable Credentials (VC). Her fascination for merging digital and physical realities started when she was a young girl with a clunky computer, DOS, few floppies, screwdrivers & the powerful curiosity of a 10 year old (yes, mini her)

Since then she has passionately been developing & combining skills from relevant fields in technology, 
 business & governance. Her ability to grasp digital topics through multiple lenses empowers her to create and drive flexible & robust journeys for customer-centred technology-accelerated change.

Today, Martina brings a PhD in Computer Science from the Department of Informatics at the University of Zurich, Switzerland, and an executive education from UC Berkeley Haas School of Business, California, USA. Her work builds on 15+ years of professional expertise in designing & deploying digital solutions in the public and private sector.

Feel free to contact Martina to discuss opportunities & digital innovation topics over a coffee-over-IP

- nerd mode next -

Her tech & business skills include: 
Behavioral models & marketing tools: Gamification, motivation psychology, Experiential Learning Theory,
Blockchain & Artificial Intelligence frameworks with main interest in self-sovereign identities including DIDs and VCs, current AI capabilities, and how to manage successful AI application
Business analysis & data management tools: Power BI, Qlik, Business Objects, statistical analysis
Cloud technologies: AWS, GSuite and Azure (essentials), D365FO (ERP), M-Files (DMS), SAP SuccessFactors and Concur, Signup ExFlow, Kofax ReadSoft, M365
Compliance-related frameworks: security management, GDPR, CCPA, AML
Digital maturity & assessment models: DMM, DAI, DMAT
Process design methods: BPMN, swim lane diagrams, UML activity diagrams
Programming & modeling languages: Object Oriented (Python, Java, Oberon), Blockchain (Solidity), Script/Web (ColdFusion, JS, HTML, CSS), Data (SQL, JSON)
Project management methods: Scrum, Kanban, DevOps, Six Sigma, traditional PM methods
User Experience approaches: requirements engineering, Google Analytics, JTBD, customer journeys, Design Thinking, RAT

Her leadership experience comprise guiding blended project teams and coordinating internal & external collaborators in international settings. She is proficient with change management techniques, communicates effortlessly across functions & cultures, and is further adept at vendor management, and coaching actors on seeking learning experiences, and implementing Lean, Agile, and network thinking.

taplio

The Battle

Kristina Morf

Martina Kolpondinos, PhD

Followers

Posts

Engagements

Likes

Performance ScoreKristina Morf's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Kristina Morf

Martina Kolpondinos, PhD

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Kristina Morf's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreKristina Morf's LinkedIn Performance