A Digital Strategy Podcast
A Digital Strategy Podcast explores how design, technology, and business intersect to shape the way organizations grow and adapt. Through thoughtful discussions and interviews with leaders in tech, design, brand, and marketing, the show shares practical strategies, frameworks, and stories for navigating today’s digital landscape. Hosted by the team at Tennis, the podcast blends sharp takes on the industry with candid conversations about the systems, tools, and decisions that drive lasting impact.
What's Your Website Actually Costing You?
Takeaways
Total cost of ownership includes hidden costs like hosting and labor.Organizations often underestimate the costs associated with website redesigns.Hosting costs can vary significantly and are often overlooked.Labor costs related to managing technology can add up quickly.RFPs rarely include detailed descriptions of hosting and management costs.Cultural attitudes towards websites affect how costs are perceived.Incremental delivery can help manage costs more effectively.Clients often lack awareness of their total spending on technology.Effective communication is key to understanding project costs.Managed hosting can provide peace of mind despite higher costs.
C...
The Agency Audit: Evaluating Vendors Without Guesswork
Takeaways
Organizations often lack a structured way to evaluate vendors.A scorecard can help monitor vendor performance over time.Identifying triggers for audits can prevent larger issues.Communication is a critical factor in vendor relationships.Documentation is essential for transparency and accountability.Systemic issues can often be masked by one-off problems.Regular evaluations can help maintain healthy vendor relationships.Quality drift should be monitored to ensure standards are upheld.Establishing clear criteria for success is vital.Future planning can alleviate pressure during vendor evaluations.
Chapters
00:00 Evaluating Vendor Relationships01:56 Understanding Audits and Scorecards03:04 Ongoing Evaluation o...Most Design Processes Collapse the Moment Reality Shows Up
Takeaways
The importance of a flexible process in project management.Documentation is critical for continuity and clarity.Scope should be viewed as a hypothesis, not a contract.Effective communication is key to navigating project risks.Governance helps promote decision clarity and accountability.Understanding client expectations is crucial for project success.Regularly reviewing and updating processes is essential for improvement.
Chapters
00:00 Introduction and Weekly Recap11:14 The Importance of Documentation in Processes13:33 Process Philosophy and Governance16:27 Navigating Project Risks and Flexibility19:25 The Role of Communication in Project Management22:14 Understanding Scope and Change Management25:14 Final Thoughts on P...If it's Six Figures, it's Not an MVP
Takeaways
MVPs aren't about shipping fast, they're about learning fast.The term MVP has been misunderstood and often co-opted.Validation should come from real user engagement, not speculation.A good MVP strategy involves identifying risky assumptions and defining success metrics.An MVP can be a scrappy version of a product, but it must still show commitment to the idea.
Chapters
00:00 Introduction to MVPs01:28 Understanding the Misconceptions of MVPs06:37 Real-World Examples of MVPs09:38 MVPs in Product Thinking11:11 When to Use an MVP14:19 The Importance of Speed in MVP Development15:30 Crafting an Effective MVP Strategy24:01 Hard T...The Future of Web Design in 2026
Takeaways
The trend of single user apps will continue to grow.Compliance will increasingly involve product and design teams.Dynamic web pages may become a reality this year.Websites should be treated as living systems, not static products.Customer journeys are becoming more complex and non-linear.Sales tech stack integration with websites is essential for success.AI will play a significant role in web design and functionality.Accessibility compliance will become a standard expectation.The importance of design systems will increase as technology evolves.Understanding customer data and behavior is crucial for effective marketing.
Chapters
The Real Design Process Behind Successful Digital Transformation
Takeaways
Design is interpretive and has a rich history.Aesthetics is often mistaken for the entirety of design.Design involves planning and execution, not just visuals.The complexity of a project influences the design approach.Research and problem identification are crucial in design.De-risking the design process helps in decision-making.Accuracy in design outcomes is essential for success.Agility allows for effective pivots in design projects.Documentation aids in maintaining clarity during pivots.Design should be evaluated beyond just aesthetics.Chapters
00:00 Introduction to Design Perspectives02:49 Defining Design: A Multifaceted Approach06:12 The Four Pillars of Design08:59 Aesthetics...Transforming Websites into Growth Engines
Takeaways
Websites can now serve as growth engines.Defining clear goals is crucial for website success.Sales and marketing teams must collaborate effectively.Data analytics is essential for informed decision-making.A strong content strategy is foundational for growth.Eliminating unnecessary tools can streamline processes.Long-term planning is vital for website design.Understanding lead movement through the organization is key.Integrating technology into marketing strategies enhances effectiveness.The website should be part of a larger growth ecosystem.
Chapters
00:00 Website as a Growth Engine07:32 Defining Website Goals and Success Metrics08:00 Understanding SaaS and B2B Marketing D...The AEC Perfect Storm: Why This Downturn Won’t “Go Back to Normal”
AEC is facing a perfect storm + digital disruption. Johanna Hoffman (Oomph Group) explains what’s happening, why it won’t revert, and how firms can reposition, align BD/marketing, and turn their website into a growth engine.
Find Johanna Hoffman: https://www.linkedin.com/in/johanna-hoffmann-b35b251/
Find Oomph Group: www.oomphgroup.com
Find Marcello Gortana: https://www.linkedin.com/in/marcellogortana/
Find Symon Oliver: https://www.linkedin.com/in/symonoliver/
Find Tennis: www.designtennis.com
Links
You can learn more about Tennis at...
Why Associations Keep Getting Tech Stacks Wrong
Takeaways
Associations have unique digital needs due to their member-driven nature.Building in public can lead to valuable feedback.Monolithic systems are tightly coupled and may limit flexibility.Modular systems allow for more customization and scalability.Portals are essential for member engagement and retention.Requirements gathering is crucial for effective technology solutions.Mapping out existing systems can reveal inefficiencies.Testing software before commitment is vital for long-term success.Associations often struggle with outdated technology solutions.The right tech stack depends on the specific needs of the organization.Chapters
00:00 Introduction to Building in Public05:23 Understanding Associations and...How to Choose the Right Design Dev Agency: What Most Teams Miss
Takeaways
Buyers often mistrust vendors due to past negative experiences.A comprehensive brief is essential for effective agency selection.Understanding your needs is crucial before searching for an agency.Evaluating an agency's process can de-risk your investment.Outdated portfolios can indicate a lack of current expertise.Cultural fit is important for a successful partnership.Asking for recent references can provide insight into agency performance.Support philosophy should be clear and value-driven.Measuring success should be a collaborative effort with clear metrics.Agencies that own the CMS they sell may not have your best interests in mind.
The Ultimate Guide to Choosing the Right CMS for Your Business
Takeaways
The more plugins you use, the higher the cybersecurity risk.WordPress remains a dominant CMS but has its challenges.Webflow is emerging as a leading web experience platform.Open source CMS can lead to maintenance overhead.Site builders are suitable for small businesses but may not scale well.Headless CMS is ideal for complex, multi-platform content delivery.Enterprise CMS offers governance and workflow benefits but at a high cost.The editor experience is critical for content management success.Chapters
01:51 Understanding CMS Platforms and Categories05:57 What to Look for in a CMS11:42 Evaluating Traditional CMS Options16:26...CMS Reality Check: Navigating the CMS Landscape
Takeaways
Explore different types of CMS: traditional, headless, and enterprise.Understand the pros and cons of each CMS type.Learn what to look for and avoid in a CMS.Discover the scalability of different CMS platforms.Gain insights into CMS suitability for various business needs.Symon Oliver shares his expertise on CMS.Marcello Gortana discusses CMS categories.The importance of choosing the right CMS for your business.Common misunderstandings about CMSs.Why open source CMS might not always be the best choice.Title Options
Navigating the CMS LandscapeUnderstanding CMS TypesChoosing the Right CMS for Your BusinessThe...CMS Reality Check: Scale, Workflow and Tech Debt
Takeaways
Clients often feel restricted by rigid website layouts.Content management can become a frustrating experience.A lack of flexibility in design can lead to client disengagement.Mental barriers can prevent clients from updating their sites.User experience is heavily influenced by website design.Clients may lock themselves into systems that don't meet their needs.The process of uploading content can be time-consuming and discouraging.Effective website design should prioritize user flexibility.Understanding client frustrations is key to improving design.Open communication can help alleviate client concerns.Links
You can learn more about Tennis...
Why Complex Projects Fail Before They Even Start
Takeaways
Complexity arises from various factors including technology, people, and governance.The more people involved in a project, the more complex it can become due to internal politics.Discovery is crucial for understanding project scope and requirements.Budget and time constraints are key considerations in project feasibility.Clarity in project goals and deliverables is essential for success.Engaging stakeholders early can mitigate complexity and decision fatigue.A structured approach is necessary for managing complex projects effectively.Discovery should be treated as a standalone phase to ensure thorough planning.Understanding the audience and their needs is vital for project...From Maintenance to Value: Rethinking Website Support Models
Takeaways
Bad support is a primary reason for vendor switching.Good support should be proactive and value-driven.Traditional support models often prioritize agency profit over client needs.A shift in mindset is needed from support to partnership.Value-driven retainers focus on measurable improvements, not just maintenance.Knowledge transfer is essential for client self-sufficiency.Red flags include lack of documentation and predatory retainer models.Clients should conduct a cost-benefit analysis for support needs.Finding a good vendor is challenging and requires due diligence.Partnerships should align with client goals for success.
Chapters
00:00 The Importance of V...Web Design vs UX Design: What is the difference, and why UX wins long term
Takeaways
User experience (UX) design is often misunderstood and conflated with web design.Web design focuses on aesthetics and marketing, while UX design emphasizes functionality and user engagement.The evolution of design roles has led to a complex landscape where UX, UI, and web design intersect.Websites should be treated as products to ensure long-term engagement and optimization.Continuous improvement is essential for maintaining effective websites.Aesthetic design alone does not solve business problems; UX-driven design is necessary.The ideal designer possesses skills in UX, UI, and web aesthetics, often referred to as a 'unicorn.'Organizations need to...How to Plan a Website (Without These 7 Costly Errors)
Takeaways
Start with problems, not solutions.Define the objectives and outcomes clearly.Setting a realistic budget early is crucial.Involve decision makers early in the process.A strong brief is the cheapest way to de-risk a project.Vague features can lead to project failure.Understand your commitment during project phases.Budget transparency helps everyone self-qualify.Frame the problems, not the solutions.Manage decision makers and involve them early.Chapters
00:00 Introduction and Lunch Conversations02:18 Project Management and Vendor Sourcing05:27 Scoping and Briefing for Digital Projects08:12 The Importance of Clear Objectives11:11 Understanding Audience Priorities14:07 Budgeting for Digital Projects17:03...7 AI Traps Killing UX Right Now and How to Avoid Them
Takeaways
Nvidia's deal with OpenAI signifies a major investment in AI technology.The race to AGI is leading companies to make risky bets without guaranteed returns.Different thinkers in AI include pioneers, pragmatists, and purists, each with unique perspectives.The design community is grappling with the implications of AI on their work.The 'Seven Deadly AI Sins' highlight critical issues in UX design.Speculative design encourages thinking about future possibilities and ethical implications.AI's impact on productivity is changing expectations within roles.Historical design practices can inform current approaches to technology and design.The conversation around AI is...Weekly Set: Design Thinking Is Out. Embedded AI Engineers Are In.
Topics & Timestamps:
(00:00) Post-vacation chaos & travel with kids
(01:32) Toronto's ultra-walking trend and "suffer-fest" culture
(04:02) Why 95% of enterprise AI projects fail (and why that stat is flawed)
(05:02) OpenAI's Forward Deployed Engineer: new name, old consulting playbook
(10:42) How design thinking lost its strategic seat — from systems to pixel pushing
(14:10) Grassroots vs. enterprise AI: where real impact happens
(21:18) Side quests: car UX, sensors, and Italian road drama
Resources Mentioned:
• MIT's enterprise AI failure stat (context & critique)
• OpenAI's Forward Deployed Engineer job descrip...
Weekly Set: WCAG 3.0, Olivetti, and the AI Squeeze
Topics & Timestamps:
(00:00) Back from Italy: airports, toddlers, and the upside down world
(02:27) Travel with kids vs solo travel: why lounges aren’t built for families
(04:54) AI fatigue? Posting, conferences, and marketing workflows
(07:30) CMA events, data science, and educating on automation/AI
(09:35) RGD stat: AI may cut 30% of agency margins (and why positioning matters)
(13:41) When AI builds websites: friend’s gym startup and UX blind spots
(15:41) Generalists vs specialists: why flexibility wins in the AI era
(18:50) WCAG 3.0: from A/AA/AAA to Bronze/Silver/Gold...
Weekly Set (vibe-cast): Pizza Intelligence, Fake MVPs, and Music is Dead
Topics & Timestamps:
(00:00) Intro music review - Suno AI generated tennis yacht rock(01:10) AI music revolution: The million-dollar AI musician deal and why music is dead(03:23) Google Zero: Financial Times on the race to zero organic traffic(06:51) Ethereum's 2026 UX roadmap: 19 minutes → 15 seconds transaction time(09:34) MIT Study: 95% failure rate for enterprise AI (it's not what you think)(13:22) The Pentagon Pizza Index: Tracking global crises via pizza delivery data(17:23) Polymarket: $56M betting on Fed decisions, plus Bad Bunny vs. Taylor Swift(19:36) The MVP is dead: Why your "MVP" is actually a full product launchResources Mentioned:
Suno AI - AI...Weekly Set - Symon's PSA: AI Hype, Job Cuts, and the Future of Work
In this episode, Symon and Marcello dive into the messy intersections of AI, algorithms, and work culture:
The rise (and fatigue) of formulaic LinkedIn postsHow AI is shaping content, and why quality often gets buried under quantityAWS' take on why replacing junior devs with AI is "the dumbest idea"Anxiety around AI detectors, writing styles, and online discourseLayoffs, risk, and the snake-oil element of new SaaS toolsSecurity pitfalls, vibe-coded apps, and the Tea app breachWhy non-experts might build the most surprising (and dangerous) things with AISam Altman's "fast fashion era of SaaS" and what it means for tech's...Accessibility Compliance for Marketers: Stay Legal, Stay Inclusive
Free Accessibility Audit Here!! https://www.designtennis.com/microsites/is-your-website-truly-accessible-find-out-now Don’t let accessibility issues put your business at risk. Discover how marketers can audit their websites, identify compliance gaps, and apply actionable fixes to meet AODA and ADA requirements. Learn more at: https://www.designtennis.com/microsites/is-your-website-truly-accessible-find-out-now Watch more videos at: / @tennis7631 Follow us on Instagram @tennis.digital Follow us on Linkedin https://www.linkedin.com/company/designtennis Links You can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter
Ep 12. What is Design?
What exactly is design?
Design is a broad and multi-faceted field that spans various industries and disciplines. From graphic design to industrial design, from fashion design to web design, the concept of design is ever-present in our daily lives. But what exactly is design, and how does it impact our world?
Co-founders Symon and Marcello of Tennis Inc, a user experience design firm, explore what they think design means from the context of web and user experience. They explore how they would define design, the different viewpoints of design from an aesthetic and planning perspective, ho...
Ep 11. Brand Economics with Mark Radha
We are back after a long hiatus with a new format discussing the role of digital and design in society, entrepreneurship, and businesses. In this episode, we dive deep into Brand Economics with Mark Radha a self-proclaimed "finance geek" and brand strategist who combines behavioral science and econometrics to formulate a data-backed strategy called Brand Economics which Mark has leveraged with tier 1 brands such as GE, Facebook, Cirque du Soleil, Canada Goose, SickKids, and Deloitte, to name just a few. Links You can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or...
Nick Hobson
This week we wrap up our series with Nick Hobson, Ph.D. Chief Behavioral Scientist at The Behaviorist. In this episode, we talk with Nick about the origin of behavioural insights teams in government; and how the pandemic has pushed behavioural science back into the “lab of real-life.” This is our final episode in the series, and we are going to begin exploring some new themes moving forward. It has been an incredible experience, thanks for listening! Links You can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter
Emma Quin
In this episode, we speak with Emma Quin, Executive Director of The Textile Museum of Canada about re-opening and how organizations like Museums will have to evolve and adapt as they reopen in waves. Links You can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter
Shane Saunderson
We have 3 episodes left in our survive and thrive series before we end the series and archive it as a moment in time that we all experienced together. In this episode, we speak with Shane Saunderson co-founder of AI startup Babbly and currently researching human-robotic interactions during his PhD. We had a super interesting conversation about the evolution of robotics spurred by what we are currently experiencing through physical distancing. Links You can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter
Tatiana Soldatova
In our most recent episode we speak with Tatiana Soldatova, Managing Director and Co-Founder of Syllable, an architecture and interior design company. We talked about how the interior design industry has been affected and how physical distancing may change how we think about designing workspaces. Links You can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter
Robert Bolton
Thrilled to have spoken with Robert Bolton from the foresight studio, From Later. Our meandering conversation explores hybrid media events, a surprising surge for bike shops, and the future of commercial spaces. This week is a big mental download. Links You can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter
Martin Williams
This week we interviewed Martin Williams, Co-founder of a food innovation company called Recipe For Tmrw. We explore how at times like these, simply having a great product is not enough if your operational strategies are weak, and customers can’t access or engage. We also talk about the future of supply chains, and the pitfalls of Just in Time (JIT) manufacturing during a global pandemic. Links You can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter
Mark Garner
This week we interviewed Mark Garner, Chief Operating Officer and Executive Director at Downtown Yonge Business Improvement Area (DYBIA). Great conversation about how social distancing is reshaping the way we think about conventional retail and how organizations like BIA's are going to need to evolve and support businesses of the future. Links You can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter
Steve Pons and Jen Roney
This week we interviewed Steve Pons, Managing Director and Jen Roney, Senior Manager Brand and Creative Strategy at Staples Promotional Products. We touched on consumer behaviour, demand vacuums, and the shifting demand of skills required to manage remote teams. Links You can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter
Paul Lockhard
Paul Lockhard, President and CEO of Colour a creative digital agency, talks to us about how the effects of COVID-19 are pushing organizations to get more creative and innovative. We also discuss an interesting framework he developed for organizations to view some of their challenges and strategies. Links You can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter
Gregory Dixon
What happens when the industry that your 15-year-old company operates in disappears overnight? Greg Dixon is leading Sentient HR through an unprecedented time brought on by COVID-19. For more about who Tennis is and transcripts of individual talks please visit designtennis.com. Links You can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter
