Discover the unique user experience path that Todd Bertsch, Owner / President at Evolve Marketing Team, followed in this first episode of Season 4. In this kickoff episode of UX Pathways Season 4, join host Marc Majers as he sits down with Todd Bertsch, founder of Evolve Marketing, keynote speaker, and mental fitness coach, to discuss adapting to change in the UX and technology world. He began his career as a graphic designer, discovered usability testing, and then launched his own digital consulting firm. He believes in Steve Krug’s philosophy of Keep It Simple Stupid (KISS) and explains how he applies it to design. He discusses the importance of embracing change, avoiding falling for hype, and finding meaningful work that aligns with your passions. He will leave you inspired. Join this episode if you are navigating a career change and looking for insights on how to create better experiences.

Transcript:

Marc:
All right, everyone. Welcome to another episode of UX Pathways. I have the honor of being joined by Mr. Todd Bertsch. Todd, how are you?

Todd:
I’m doing great, my friend. Thanks for having me.

Marc:
Glad to have you here. This is the kickoff of Season 4, and this year we’re talking about adapting to change. With Evolve and everything you’ve done in your career, that seems to be right at the center of your story.

For those who may not know your impressive career, could you briefly describe your journey?

Todd:
Absolutely. I’d have to start with my trade, which is graphic design. I went through the University of Akron’s BFA program, so I’m a traditionally trained graphic designer. I think that’s important for the story.

As I was graduating—and this is going to date me—the internet was just starting to take off. During my senior year, I built my first website and thought, Oh my gosh, this is it. I loved the interaction.

Print and branding are great, but there was nothing like building a website. My first tool was Adobe PageMill, if anyone remembers that. That’s how I built my first site.

From there, I fell in love with website design and development. I got on that train and never got off.

Over the course of my career, I’ve built over a hundred websites. Eventually, you and I connected at Insurance.com, which was an incredible experience for me. That’s where I really learned about usability.

Through you and our mutual friend Kathleen Zapata—the usability guru—we started bringing participants in to test our website. Watching real people use something we designed was eye-opening.

Before that, we were making assumptions. Yes, we had analytics and charts, but nothing showed us what the user was actually doing.

When we brought people in, asked them questions, and watched them interact with the site, it was like a light bulb went off. That was my first real introduction to UX—understanding how people behave when they interact with applications.

Marc:
That’s an important step. I talk about that “aha moment” all the time. Everyone seems to have one.

Before we go further, could you explain what your current role in the industry is?

Todd:
Sure. In 2009, I started my own business called Evolve Marketing. The name reflects change and evolution.

The company was built around my background in web design and development, and we expanded into digital marketing, SEO, pay-per-click, social media, and more.

We actually just celebrated 16 years in business.

One thing I’m really proud of is our original tagline: “Revolutionary Web Solutions.” The idea wasn’t just building a website—it was building a solution.

In my mind, a solution means there’s a problem to solve. And those problems were always centered around the user.

Everything we did was UI/UX focused. We created great design, but we weren’t trying to win design awards. We wanted to deliver products that people could actually use.

When you create a good product that’s easy to use, the results speak for themselves.

One of my first clients was Metro RTA, the regional transit authority in Akron. This wasn’t just a marketing website—it was a tool people relied on in their daily lives.

People standing out in the rain at a bus stop needed to figure out where they were going.

We realized we couldn’t just make assumptions about what they needed. So we pitched usability testing and brought in participants of different ages, genders, and backgrounds.

We asked questions, observed how they used the system, and then redesigned the site based on what we learned. It was a great process and a great product in the end.

More recently, I’ve started making a pivot. I’m gradually stepping away from Evolve Marketing and moving into keynote speaking, mental fitness coaching, corporate training, and my podcast, The Bolt Podcast.

Change has always been central to my life and career, and I believe it’s incredibly important to embrace it.

Marc:
That’s inspirational. What’s interesting is how you started with foundational training, learned along the way, and kept evolving.

UX can be defined in many ways. With your background in graphic design and your journey into UX, how do you define user experience today?

Todd:
Very simply. This book right here.

Don’t Make Me Think by Steve Krug.

That book changed my mindset.

The principle is basically the KISS method—Keep It Simple, Stupid.

Don’t make users think.

If an element needs a label, add a label. Don’t make people guess. They’re not anthropologists digging through a website trying to figure things out.

Users have a goal. Our job is to help them accomplish it easily.

That’s what UX comes down to for me: simplicity and clarity.

One challenge I’ve seen in the industry—especially with designers—is getting too focused on visuals. Designers want to make things visually interesting, but sometimes that comes at the expense of usability.

Great designers find the balance. They create something beautiful and easy to use.

We’ve had debates internally for years about things like whether to include a link that says “Back to Homepage.” Designers often say, “Everyone knows the logo takes you back.”

But ask someone who’s 65 years old—they might not know that.

So UX is about empathy and clarity.

Marc:
It’s amazing that advice still holds true 25 years later.

You mentioned earlier that you’re moving into public speaking and consulting. How have you changed over the years, and how does your philosophy about change influence what you do today?

Todd:
That’s actually my main speaking topic.

My mission is to help people embrace change.

Change is inevitable. It’s happening constantly, especially in today’s workplace.

The key is mindset.

If you see change as something negative, you’ll resist it and become miserable. But if you see change as an opportunity, everything shifts.

Change can be transformational. It can lead to growth and new possibilities.

I don’t know if I always saw it that way. I’ve done a lot of personal development and mental fitness work to develop that mindset.

But today, that’s how I approach life.

Marc:
That mindset is powerful.

Let me ask you this: with all the disruption happening in the industry, is there any hype or trend right now that people shouldn’t ignore?

Todd:
I wouldn’t say hype should be ignored, but people should approach it with curiosity and caution.

One of the worst things we can do—especially later in our careers—is lose curiosity.

That’s something I admire about you, Marc. You’re incredibly curious, and that curiosity keeps you learning.

But at the same time, avoid shiny object syndrome.

Take AI, for example. Everyone talks about it constantly.

I use tools like ChatGPT, but I use them responsibly. They help generate ideas, but they don’t replace my thinking.

Experiment, test, and tweak. That’s basically UX thinking applied to new technology.

And if I had to quote Flavor Flav—
“Don’t believe the hype.”

Marc:
That’s good advice.

This podcast is all about careers and pushing forward. Do you have any advice for people looking to make a career change or follow a path like yours?

Todd:
Absolutely.

When I meet people for coffee or lunch, I ask them one question:

What gets you excited in the morning? What lights your fire?

Then I tell them: go do that.

If you can build a career around something you love, that’s amazing.

Yes, money matters—we all need it. But over time, you realize money isn’t the most important thing.

You spend more time working than doing almost anything else in life. So if you can find something you truly enjoy, that’s incredibly valuable.

And if you can’t turn it into a career right away, find something on the side that brings you joy.

Marc, you’ve been DJing for over 30 years. That clearly lights your spark, and it’s important to keep doing that.

Time is the one nonrenewable resource we have. Once it’s gone, it’s gone.

So find something that makes you happy.

Marc:
That’s a perfect way to kick off Season 4.

Where can people learn more about what you’re doing?

Todd:
You can visit evolvemarketingteam.com to learn about my agency.

If you want to learn more about my coaching or keynote speaking, go to toddbertch.com

Marc:
We’ll include those links in the show notes.

Todd, thanks so much for joining us and kicking everything off this season.

Todd:
Thanks, man. It’s been a pleasure. I love you, brother.

Marc:
Back at you. Thanks, Todd.