The UX Level-Up 079 - (ORCA Series #11) - CTAs That Align Teams and Earn Trust - CTA Prioritization with Jake Zukowski
Sep 5, 2025
Jake Zukowski, founder and CEO of Cosmic Plumbing, shares insights from his extensive UX and design background at companies like HelloFresh and Microsoft. He discusses the importance of Call-to-Action (CTA) prioritization in creating ethical user experiences. Topics include balancing user needs with business goals, the impact of contra CTAs on trust, and how to foster meaningful conversations between designers and stakeholders. Jake emphasizes the value of transparency and aligning CTAs with user intentions to enhance engagement and build lasting relationships.
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Match CTA To User Headspace
- CTA timing must match user headspace and journey stage to be effective.
- Prioritize CTAs that progress conversation at the right moment, not just when you have attention.
Avoid Toxic Conversion Tactics
- Avoid manipulative or coercive patterns when optimizing for clicks.
- Prioritize CTAs that enrich both users and the business to maintain trust.
Contra CTAs Reveal Intent Conflict
- Contra CTAs (pause/cancel) directly threaten revenue and reveal intent conflicts.
- These CTAs are where user and business goals most often diverge and need careful design.