

UX Strategy, Leadership, Mentorship, Product Design, AI Design, Product Management


Thank you for your swift response time and the valuable video feedback. Your positivity was quite motivational.
Jake was a fantastic mentor – knowledgeable, friendly, with great enthusiasm. He was also brilliant at linking the course content to the bigger picture and thinking about how it could help me progress in my career.
I'm very new to UX relative to most folks in the Cohort, and Jake spotted that quality right away and was able to pivot feedback to address my challenges broadly, from my lack of understand or misunderstanding about UX broadly as a discipline, as well as specific challenges I was facing with OOUX and the ORCA process. He was also just a really fantastic professional mentor -- he really went above and beyond with the help and feedback he gave me. In our last mentoring session, I told him how I wanted to keep going with OOUX -- I'm *hooked*! But how I wasn't really sure how to build a portfolio. I usually do animation work for non-profits with my students, and sort of mulled that with him and he just spun it right back and me and it turned into this amazing, creatively inspiring brainstorming session. I know have 3 projects (well 4, really, because I want to keep going with mid- and high fidelity with Driftwood Alchemy!) that I'm super pumped to pursue using this philosophy, across a range of applications. Jake has been incredibly encouraging every step of the way, while also giving clear and honest feedback on room for improvement. As a teacher of 20 years, I know good teaching when I see it -- Jake does this (as do you, Sophia!) and he balances the constructive criticism with creative encouragement like the pro he is. A gem, that one.
Thanks Jake for timely constructive feedback on my assignments. These allowed me to continue without long times of doubting on how to proceed. I liked a lot your feedback as short video as you used it effectively to show things.
I feel incredibly fortunate to have worked with Jake as my mentor. His guidance was the perfect balance of encouragement and challenge—celebrating strong ideas while gently showing me where I could approach things more efficiently or thoughtfully. What truly set Jake apart was how he pushed me beyond traditional ‘designer questions’ and encouraged me to think like a founder. That shift was transformative. Applying his advice in practice led to outcomes that exceeded my expectations. Jake’s mentorship has been both motivating and deeply valuable.
I loved having personal sessions with my mentor, they were imperative to my understanding of the OOUX and ORCA process. Jake was fantastic and I enjoyed working through my questions with him, and it was great to go back and forth and think about what would be the best path for my version of the project, and he even helped walk me through an assignment that I was stuck on.
OOUX helped us move from a 35% hit rate with our A/B testing to 80%. This is because the concepts we created and implemented were so much more thoroughly tested and designed, ensuring we had user and business buy-in before we wrote a line of code.
The ORCA process helps us to get to a better, more complete understanding faster, and helps us communicate that understanding across a large organization where it might not be shared…It’s amazing for your toolkit — you will look like a superstar.

In this 12th installment of the ORCA Series, Jake Z is back to wrap up the Prioritization Round with Attribute Prioritization. In this episode we discuss content clashes, marketing demands, and how to align across teams when everyone wants their data front and center.
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In this episode, Sophia and Jake unpack CTA prioritization—how to balance user needs with business goals, why “contra CTAs” matter for ethical UX, and how to navigate tough stakeholder convos to build trust and deliver real, lasting value.
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What if prioritizing relationships could boost your bottom line? In this 10th ORCA Series installment, Sophia is joined by former VP of design at Hello Fresh, Certified OOUX Strategist, and Cohort 11 Mentor, Jake Zukowski, to explore how ORCA’s Relationship Prio helps businesses build trust, create clarity around revenue objects, and design strategies that work for both users and businesses.
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In this episode of the podcast, Sophia talks to the VP of Design and Research at HelloFresh — Jake Zukowski. They discuss how a designer on his team started sneaking OOUX through the backdoor into their design meetings, they debate about the difference between a Product Manager and a UX Designer, and they talk about how PMs can bring OOUX to their teams.
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Work through the OOUX Masterclass with a cohort of other professionals. 1-on-1 coaching, personalized assignment reviews, office hours, and small-group study sessions. Finish with a valuable professional certification.
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