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

I launched Whale Wallet in Q4 2025, a digital wallet focused on secure, user-friendly crypto transactions and key management. As founder, I lead product development, architecture, and security strategy, building the platform from concept to launch.

By trade, I’m a software engineer and architect with extensive experience delivering scalable, high-impact solutions for Fortune 500 companies and startups, including Intel, Nike, AT&T, Comcast, Charles Schwab, Liberty Mutual, and many more. While running Reynold Vogel, Inc., I led contract engagements across enterprise and startup environments, designing systems, guiding architecture, and optimizing development workflows.

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