About this site

Most advice about technology starts with the technology.

Feltsk starts somewhere else — with the mess. The organisational friction, the misaligned incentives, the gap between what a system promises and what people actually experience when they use it. I've spent over twenty years in that gap, designing digital products, leading UX teams, and watching smart organisations make the same structural mistakes with every new wave of tech.

I'm Serge Hufkens. By day, I'm a managing partner at Monkeyshot, a Flemish UX studio that helps organisations design technology that actually works for the humans who depend on it. Feltsk is where I think out loud about the bigger patterns — the ones that don't fit in a client deliverable or a sprint review.

This is a place for people who make decisions about technology and need to make better ones. CTOs wondering why their digital transformation stalled. Product leaders navigating AI without a map. Managers caught between what the roadmap says and what users actually need.

The name Feltsk doesn't come from anywhere specific. It sounds like it should mean something — in some Nordic language, perhaps, or some half-remembered dialect. That ambiguity is deliberate. The most interesting problems don't come with clean labels either.

What you'll find here: observations on how organisations actually adopt (and resist) technology. Reflections on where AI is genuinely useful and where it's theatre. Occasional detours into philosophy, because you can't design systems for humans without thinking about what humans are.

No frameworks. No manifestos. Just honest thinking about complexity, written for people who have to make decisions inside it.