In this episode of the UX Fika podcast, I sit down with Indi Young, solution strategist, author, teacher, and creator of a method that lets teams clarify, measure, and grow their solutions and audience based on thinking styles.
Indi has spent decades helping teams move beyond behaviours, opinions, demographics, and assumptions to better understand what is actually going through people's minds. In our conversation, she shares why listening remains one of the most important skills we have, and why understanding people's intentions, emotional reactions, and decision-making can reveal opportunities that organisations often leave on the table.
We talk about her journey from software engineer and co-founder of Adaptive Path to developing approaches that help teams understand how people think, rather than simply what they do. Indi explains why designing for an "average user" has always been limiting, why personas often miss what matters most, and how thinking styles can help us better support different approaches, needs, and goals.
We also dive into AI and what it means for discovery work. While many organisations are focused on speed and efficiency, Indi argues that the real opportunity is to use the time AI creates to better understand people, uncover overlooked relationships, and build things that genuinely matter. We explore why listening still matters, why strategy cannot simply be outsourced to AI, and why the organisations that thrive may be the ones that stop chasing competitors and start forging their own path.
Along the way we talk about Adaptive Path, self-publishing books, building communities, and why so many of the most interesting ideas emerge from small groups of people working together. It's a conversation about listening, cognition, relationships, and the importance of understanding before deciding what to build.
Plus:
☕️ Why spending time with her cat is her favourite fika
⭐ Why you should always travel with chocolate and almonds
What we cover:
02:15 Introduction and Background
05:19 Understanding Different Perspectives in Design
08:09 The Evolution of Indi's Work and Methodology
11:17 The Importance of Purpose and Intention
14:03 Designing for Diverse Thinking Styles
17:04 The Role of AI in Modern Design
19:56 Building Relationships Through Design
23:03 The Need for Slowing Down in Design
25:42 Leveraging Existing Data for Better Insights
28:44 Future Directions in Design and Research
35:46 Understanding Decision-Making Layers
40:00 The Importance of Listening
52:08 Building Relationships in Organizations
55:48 The Birth of Adaptive Path
01:02:51 Navigating the Future of Research
01:05:57 Creativity and Connectivity in Storytelling
01:10:50 The Future of Work and Self-Publishing
01:15:40 Collaboration and Community Building
01:20:43 Understanding Thinking Styles and Decision Making
01:24:30 Optimism and Grounding Work for a Better Future
Where you'll find Indi:
Fun tidbits:
Where you’ll find Anna & UX Fika:
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