All Things Design

This week on All Things Design, I sat down with Brendan Donoghue — Head of Digital and Customer Experience at UniSuper — to explore how design leaders can prove ROI and translate creativity into real business outcomes.

Brendan shares his 25+ year journey across Optus, Telstra, NAB and now UniSuper, where he’s led outcome-driven transformations like shrinking a 12-week onboarding process to just 90 seconds and lifting digital engagement from 25% to over 85% — including 87% of members aged 60+.

We dive into how he reframes “no” into “show me how,” builds executive buy-in through prototypes and storytelling, and why understanding how the business makes money is non-negotiable for designers who want influence.

🔍 Key Topics Covered

• Why designers must translate creativity into business language

• How to build ROI-driven business cases for design

• The story behind reducing onboarding from 12 weeks to 90 seconds

• Lifting digital engagement across all ages (including over 60s)

• The four traits of influential creative leaders: craft, leadership, business acumen, and entrepreneurial behavior

• How to pitch bold ideas without self-censoring

• Why relentlessness and risk-taking are essential for design leaders

• Building trust with executives through prototypes, metrics, and storytelling

—

Resources:

— Connect with Brendan Donoghue on LinkedIn: https://www.linkedin.com/in/brendandonoghue/?originalSubdomain=au

— Connect with Joe Woodham on LinkedIn: https://www.linkedin.com/in/joe-woodham-torii-uxdesign/

—

Timestamps:

(00:49) — Introduction

(00:50) — From Telstra to UniSuper: Brendan’s career journey

(06:02) — The ROI of Design

(10:24) — Why Designers Must Understand Business

(15:48) — Relentlessness: The Trait Designers Need in Corporates

(21:16) — Cutting Account Setup from 12 Weeks to 90 Seconds

(29:33) — Owning Risk and Building Influence as a Leader

(33:52) — Measuring ROI: Engagement, Cost to Serve, and Growth

(42:04) — Selling Change with Storytelling and Prototypes

(46:02) — Building Metrics That Matter to Executives

(51:19) — Turning Prototypes Into Funding

(52:11) — The Mindset Every Designer Needs to Create Impact

(55:07) — Closing Reflections: Boldness, AI, and the Future of Design

(58:26) — Outro: Solving Problems, Not Chasing AI

#designleadership  #uxdesign  #businessimpact  #digitaltransformation  #ROIofDesign #customerexperience  #humancentereddesign  #designthinking  #creativeleadership  #AllThingsDesign #JoeWoodham #BrendanDonoghue

In this episode of All Things Design, I sit down with Charlie Sutton, SVP of Design at Atlassian, to unpack his journey from far north Queensland to Helsinki, Silicon Valley, and now Byron Bay, where he leads a global design team of over 600 people.

From shaping iconic mobile experiences at Nokia—including the legendary Nokia 8110 (the ‘Matrix’ phone) and the Nokia 3310—to building Atlassian’s design culture, Charlie shares leadership lessons that span continents, companies, and eras of design innovation.

We explore how Atlassian fosters connection in a distributed workforce through 2–3 “Intentional Togetherness” events each year, alongside in-person sprints, business meetings, and design gatherings that strengthen culture and collaboration.

Charlie also reflects on his leadership philosophy “Calm is smooth. Smooth is fast,” the role of rituals in team culture, the future of AI in design systems, and why great leadership is about creating environments where people can thrive.

Key Topics Covered

Charlie Sutton’s design journey: Queensland → Nokia → Silicon Valley → Atlassian

Nokia classics: 8110 (Matrix phone) & 3310 — design milestones

Leadership insights from Nokia Advanced Design Studio (article by Rhys: No Dickheads

)

Leading Atlassian’s 600+ person global design team

Why Atlassian runs 2–3 “Intentional Togetherness” events per year

Rituals that matter for teams big and small

How design systems accelerate efficiency

Balancing remote work with in-person collaboration

Atlassian’s approach to AI in design & avoiding hype-driven adoption

Leadership mindset: Calm is smooth. Smooth is fast

🔗 Resources

— Article by Rhys (Head of Nokia Advanced Design):

https://medium.com/@rhysys/no-dickheads-a-guide-to-building-happy-healthy-and-creative-teams-7e9b049fc57d

— Connect with Charlie Sutton on LinkedIn:

https://www.linkedin.com/in/charliesutton/

— Connect with Joe Woodham on LinkedIn:

https://www.linkedin.com/in/joe-woodham-torii-uxdesign/

⏱️ Timestamps:

— Introduction to Charlie Sutton

— From North Queensland to Silicon Valley & Helsinki

— Lessons from Nokia’s design era

— Moving to the Bay Area & design culture shifts

— Leading Atlassian’s global design team of 600+

— Building rituals for small vs. large teams

— The power of design systems for efficiency

— Running global design events across cultures

— Startup lessons for small design teams

— Atlassian’s approach to AI in design

— Avoiding the AI hype trap in product design

— The future of AI-driven design systems

— Leadership mantra: Calm is smooth, smooth is fast

— Making time for team connections

— Closing reflections & key takeaways

#CharlieSutton #AtlassianDesign #uxdesign  #designleadership  #aiindesign  #GlobalDesignTeams #designsystems  #productdesign  #futureofwork  #humancentereddesign  #LeadershipInDesign #uxstrategy  #designculture  #remoteleadership  #designinnovation

In this episode of All Things Design, I sit down with Michelle, co-founder of Juno, an AI-powered research platform that transforms how companies conduct qualitative user interviews. We explore her journey from industrial design and global field research to building a digital clone of herself—designed to evaluate interviews at scale with unmatched accuracy.

Michelle shares her perspective on the costliest mistake companies make—listening to the loudest voice instead of the user’s voice—and explains how AI research is making customer understanding faster, cheaper, and more reliable than ever.

We dive into the myths of user research, why startups avoid it, how AI is democratizing insights, and why being proven wrong can be the most valuable outcome of all.

 Key Topics Covered:

Michelle’s journey from industrial design to AI-driven research

Why ignoring user research costs more than doing it

Building a digital clone: scaling subject-matter expertise with AI

How AI research reduces cost from $1200 to $20 per interview

The psychology of founders avoiding research (fear vs. budget)

How user insights directly connect to ROI and product success

Common mistakes in user research (and how to fix them)

Why AI + domain expertise beats traditional research teams

The future of research and its role in product development

 Resources:

#UserResearch #AIResearch #UXDesign #FutureOfResearch #AIinBusiness #ProductDevelopment #StartupInsights #DesignLeadership #CustomerCentric #MichelleJuno #AIandUX

In this episode of All Things Design, I sit down with Don Norman, the godfather of UX, to explore his journey from coining the term "user experience" at Apple to his pioneering work at the Nielsen Norman Group. We delve into the evolving role of designers in the age of AI, discussing how AI might reshape the design process and where designers can add true value in business.

Don shares insights on everything from the history of UX design to his latest book on creating a better world through design. He offers invaluable advice for designers looking to bridge the gap between design craft and business leadership.

🔑 Key Topics Covered:

The history and evolution of UX design

AI’s impact on design jobs and how designers can remain relevant

The importance of understanding business operations for designers

How to navigate the challenges of transitioning from specialist to generalist

Don Norman’s legacy and what the future holds for UX design

📚 Resources:

🔗 Resources:

— Connect with Don Norman on LinkedIn:

https://www.linkedin.com/in/donnorman/

— Connect with Joe Woodham on LinkedIn:

https://www.linkedin.com/in/joe-woodham-torii-uxdesign/

⏱️ Timestamps:

— Introduction to Don Norman

— Don's journey to coining the term "user experience"

— The evolution of UX at Apple and beyond

— The role of designers in a world dominated by AI

— Designing for sustainability and the future

— Don's new book and vision for a better world

— The importance of interdisciplinary knowledge for designers

— The future of AI in design and the role of human designers

— How to advocate for design in the business world

— Don’s thoughts on his legacy and future endeavors

— Wrapping up: What’s next for UX and AI

🎯 Hashtags:

#UXDesign #AIInDesign #DesignLeadership #UserExperience #AIandDesign #FutureOfDesign #SustainabilityInDesign #DonNorman #DesignForAGreaterWorld #DesignThinking #HumanCenteredDesign #TechForGood #DesignEvolution #AIInBusiness

This week on All Things Design, I sat down with Kristin de la Fuente, a design veteran who has worked with major brands like Qantas, IAG, and is now a key member of our team at Torii. Kristin  shares her journey in building AI-powered design teams, highlighting the balance between human leadership and autonomous agents.

We explored the future of design, from how AI agents can help run design processes to the potential of a single person running an entire AI-powered design team. Kristin’s insights into humanizing AI, fostering collaboration, and breaking down complex AI concepts for team adoption are crucial for anyone looking to navigate the rapidly changing landscape of design.

Key Topics Covered:

Humanizing AI: How to make AI approachable and useful for design teams

Building AI-powered design mentors and agents to amplify your team

The future of design teams in an AI-driven world

Scaling from solo designer to leading a full-fledged design team

The role of human leadership in an AI-dominated environment

🔗 Resources:

— Connect with Kristin de la Fuente on LinkedIn:

https://www.linkedin.com/in/kristindelafuente/

— Connect with Joe Woodham on LinkedIn:

https://www.linkedin.com/in/joe-woodham-torii-uxdesign/

⏱️ Timestamps:

(00:00) — Introduction to Kristin de la Fuente

(01:00) — Kristin’s journey from graphic design to AI in design

(01:55) — Building AI agents and mentors in design teams

(08:34) — Designing AI Agents: From Concept to Creation with Human-Centered Approach

(13:59) — Humanizing AI for Design Teams and Mentorship

(21:33) — Building AI Dream Teams and Empowering Design Roles

(27:37) — Humanizing AI and the Importance of Design in AI Projects

(31:31) — Designing for the Future with AI Agents and Evolving Roles

(36:47) — Challenges and Opportunities

(43:03) — Key advice for embracing AI in design and upskilling

(51:45) — Wrapping up: the future of AI and design teams

#AIInDesign #DesignLeadership #HumanizingAI #AIinDesignTeams #DesignMentorship #AIInBusiness #DesignThinking #KristindelaFuente #AIForDesigners #InnovationInDesign #AIForCreatives #DigitalTransformation #DesignEmpowerment

In this episode, Jakob Nielsen, one of the original pioneers of usability and user-centered design, shares his thoughts on the future of design in the age of AI. With 42 years of experience, Jakob discusses the rapid evolution of design systems, how AI is changing the way we work, and the critical importance of agency in design. He stresses the need for designers to embrace new technologies, evolve with the times, and play an active role in shaping the future of design.

Jakob also dives into the concept of the "pancake effect"—how AI is shrinking teams, boosting productivity, and reshaping hierarchies in the workplace. He warns of the risks of AI denial within the design community and explains why it’s essential for designers to adapt to these technological advancements to stay relevant.

Whether you're a designer, product leader, or AI enthusiast, this conversation offers invaluable insights on the role of agency in the design process, the importance of keeping up with AI, and how AI will influence design jobs in the future.

🔑 Key Themes:

Jakob Nielsen's journey in design and usability

The evolution of design from mainframes to AI-driven systems

How AI will impact team sizes and productivity

The risks of AI denial and embracing change

The future of design agency in an AI-enabled world

The importance of adapting to AI to stay relevant in design

AI’s role in shaping the future of design careers

Productivity and creativity boosts with AI in design

The shift from command-based to intent-based design with AI

Why AI is not replacing designers but empowering them

🔗 Resources:

— Connect with Jakob Nielsen on LinkedIn: 

https://www.linkedin.com/in/jakobnielsenphd/

— Connect with Joe Woodham on LinkedIn:

https://www.linkedin.com/in/joe-woodham-torii-uxdesign/

⏱️ Chapters & Timestamps:

00:00 - Introduction to Jakob Nielsen’s Journey in Design

01:31 - The Early Days: From Mainframes to the Web Revolution

06:58- AI’s Impact on Productivity: The "Pancake" Effect

13:12 - The Future of Design Teams: Efficiency, AI, and Organizational Changes

18:01 - The Evolution of Design: AI’s Impact on Efficiency, Teams, and Tools

28:00 - AI for Career Growth and Shaping the Future of Design

34:10 - Embracing AI, Flattening Hierarchies, and the Role of Agency

38:48 - The Evolving Role of Design and Agency in the Age of AI

42:12 - Jakob’s Vision for the Next 5 to 10 Years in Design

50:09 - Where to Follow Jakob Nielsen and Stay Updated on UX Trends

#JakobNielsen #aiindesign  #Usability #designsystems  #AIRevolution #designagency  #futureofdesign  #techindesign  #designinnovation  #designcareers  #aiimpact  #UsabilityInDesign #designthinking  #designleadership  #AIAndUsability #PioneersInDesign #digitaltransformation  #AgencyInDesign #aifordesigners  #ProductivityInDesign #designcommunity

In this episode, Renuja Marshall, Experience Design Lead at IDP Education, shares her expertise in aligning user needs with business goals. She discusses her journey combining psychology with design and how it shapes the user experience. From the importance of thorough UX planning to working within business constraints, Renuja reveals the strategies and techniques that drive success in complex environments. Learn how to navigate between quick wins and sustainable design solutions while maintaining a focus on customer experience.

Whether you're a designer, product leader, or business strategist, this conversation provides invaluable insights on aligning design with business objectives and understanding the broader impact of design decisions.

🔑 Key Themes

Aligning UX with business strategy

Understanding customer needs through research

Balancing quick wins with long-term solutions

The importance of design systems for consistency

Overcoming business constraints to innovate

Educating the business on the value of UX

Building cross-functional collaboration

Designing for sustainability in business

How UX can drive product success

🔗 Resources

— Connect with Renuja Marshall on LinkedIn:

https://www.linkedin.com/in/renuja88marshall/

— Connect with Joe Woodham on LinkedIn:

https://www.linkedin.com/in/joe-woodham-torii-uxdesign/

⏱️ Chapters & Timestamps

00:00 - Intro: Renuja's Design Journey

01:38 - Balancing Quick Wins vs. Thorough UX Planning

04:36 - Aligning Strategy, Stakeholders, and Design for Successful Projects

07:26 - Focus on the Customer: Build Personas Based on Real Insights

9:18 - Make Time for UX: Why Research Shouldn't Be Rushed

14:20 -Understanding the 'Why': Unlocking Deep Insights for Better Product Design

18:05- Ask the Right Questions, Not Just 'What' – Digging Deeper into User Needs

21:24 - Communication Over UX Jargon: Making Your Message Clear for All

23:35 - From "User" to "Customer" - The Key Shift in Design

25:24 - Connect with Renuja: LinkedIn for Direct Access

📌 Tags

#uxdesign  #businessstrategy  #productdesign  #designsystems  #designleadership  #customerresearch  #stakeholdercommunication  #userexperience  #businessgoals  #designthinking  #sustainabledesign  #UXInnovation #designstrategy  #CrossFunctionalCollaboration #productsuccess

In this episode, Bonnie Mooney, Head of Design at McMillan Shakespeare, shares her journey from hospitality to leading design in large enterprise environments. We dive deep into how designers can bridge the gap between customer needs and business goals. Bonnie discusses how to earn trust, secure funding, and prove design’s strategic value — even in high-stakes environments. Plus, insights into building a mixed team, aligning design with business needs, and leading teams to think like business leaders.

🔑 Key Themes

Bridging business goals with customer outcomes

Earning trust and securing budget for design

Building a team that works cross-functionally

Proving design's strategic value in high-stakes environments

The importance of educating stakeholders on design

Navigating design’s role during budget restrictions

Designing for customers and internal teams

How to get a seat at the table as a designer

Using design to help teams achieve business goals

Designing for impact, not just aesthetics

🔗 Resources

— Connect with Bonnie Mooney on LinkedIn:

 / bonniemooney  

— Connect with Joe Woodham on LinkedIn:

 / joe-woodham-torii-uxdesign  

⏱️ Chapters & Timestamps

00:00 - Intro: Bonnie Mooney’s Design Journey

10:39 - Choosing the Right Project to Pitch for Design Impact

14:13 - Aligning Design with Business Goals for Greater Impact

19:26 - Securing Funding and Understanding Business Needs

22:29 - The Key to Sustaining Design in Challenging Times

24:11 - Balancing Design Quality with Business Constraints

29:54 - Designing for Both Customers and Internal Teams

34:11 - Upskilling and Empowering Designers for Success

40:25 - Building Trust and Relationships to Drive Successful Design Projects

48:25 - Empowering Teams to Champion Design

51:20 - Turning Design into a Strategic Asset

53:23 - Where to Connect with Bonnie Mooney

📌 Tags

design leadership, design strategy, business design, design in business, product design, customer-centric design, design thinking, business outcomes, design education, cross-functional design teams, design for business success, design value, design mindset, stakeholder engagement, design for impact, design and business alignment, enterprise design, Bonnie Mooney, McMillan Shakespeare design, business goals, design for customer experience, enterprise design thinking

In this episode, we dive deep into the evolving relationship between AI and design with Christina (CJ) Jones from Canva. We explore how AI is transforming workflows, empowering designers, and reshaping how products are built and used. From upskilling teams, experimenting with tools, and driving innovation, to making AI feel invisible and intuitive for users — this is a masterclass in future-proofing design.

Whether you’re a designer, product leader, or AI enthusiast, this conversation is packed with insights on how to lead with curiosity, adopt the right tools, and build responsibly in the AI era.

 🔑 Key Themes

-Empowering design teams to experiment with AI tools

-Balancing deep focus with rapid tool evaluation

-Creating intuitive AI experiences inside Canva

-Using LLMs for critique, ideation & research

-Shifting designer mindsets from fear to curiosity

-Building responsibly with data privacy in mind

-Multimodal interfaces as the future of design

-Adapting workflows around AI strengths and limits

-How AI is shaping the future of design careers

-Designing for invisible AI that feels natural

🔗 Resources

— Connect with Christina (CJ) Jones on LinkedIn:

https://www.linkedin.com/in/chrisjonesish/

— Connect with Joe Woodham on LinkedIn:

https://www.linkedin.com/in/joe-woodham-torii-uxdesign/

⏱️ Chapters & Timestamps

00:00 - Intro: CJ's role at Canva

02:42 - Major AI innovations: Canva AI & Canva Code

03:32 - Making AI-powered experiences simple and useful for everyone

07:36 – Learning from user feedback: Lightweight editing before full design

09:45 - Upskilling through shared knowledge

11:56 – Creating space for focused AI exploration without burnout

14:43 - Structure for evaluating tools efficiently

16:17 - Canva’s internal AI Everywhere initiative

22:47 – Why AI won’t replace designers: Mindset shifts & creative partnership

25:31 – Designing invisible, intuitive AI that meets users where they are

31:14 – The future of prompting: From text to multimodal interfaces

33:35 – How to upskill as a designer in the AI era

37:37 - Using LLMs for critique and ideation

43:35 – Where designers should focus next in the AI era

45:07 – Will design teams shrink or evolve?

48:12 - Final thoughts & where to connect with CJ

📌 Tags

#AIUX #DesignLeadership #GenAIDesign #Canva #ProductDesign #DesignCulture #AIProductDevelopment #CreativeLeadership #DesignStrategy #InclusiveDesign

This week on All Things Design, I sat down with Steve Packham — Chief Design Officer at Macquarie Group — to dive deep into how to build a thriving design team from the ground up.

We explored what it takes to scale from a solo designer to leading a 40+ person team, the mindset shifts required to lead with empathy, and how to embed feedback, play, and psychological safety into your team’s culture.

Whether you're just starting out in design leadership or scaling a team in a complex organization, this episode is packed with insights on what makes design teams truly thrive.

🔍 Key Topics Covered

• Growing a design team from 1 to 40+

• Leading without a traditional design background

• Using design thinking to guide leadership decisions

• Building a culture of play, safety, and feedback

• Overcoming impostor syndrome

• The power of iteration over perfection

🔗 Resources

— Connect with Steve Packham on LinkedIn:

https://www.linkedin.com/in/steve-packham-63a82999

— Connect with Joe Woodham on LinkedIn:

https://www.linkedin.com/in/joe-woodham-torii-uxdesign/

⏱️ Timestamps

(00:00) — Introduction - Steve’s journey into design

(01:25) — Building a strong culture in a design team

(03:57) — Prototyping everything: a mindset for leadership

(05:14) — The leadership is facilitation in slow motion

(05:50) — Embracing Imposter Syndrome: Why It Means You’re Growing

(07:40) — Why Feedback Culture Is the Backbone of Great Design Teams

(17:54) — Why a Culture of Play Drives Creativity and Team Bonding

(20:29) — Building Inclusive Team Culture and Fostering Collaboration

(21:42) — Fostering a Collaborative Team Environment

(26:49) — Creating a Culture of Continuous Learning & Growth

(34:08) — Balancing Excellence with Progress & Building Culture from Scratch

(36:31) — How Designers Can Drive Change Without Authority

(40:16) — Earn Trust First, Evangelize Design Later

🏷 Hashtags

#DesignLeadership #TeamCulture #UXDesign #FeedbackCulture #CreativeLeadership #AllThingsDesign #JoeWoodham #StevePackham #ProductDesign #DesignThinking #PsychologicalSafety