A service that succeeds in one place may answer a need that doesn’t exist in the same way elsewhere. María Isabel Chalco explains why copying a familiar model is no substitute for understanding its context.

We discuss her move from journalism and marketing into service design, and how curiosity became a research practice. Using her work on food waste as an example, María describes moving from broad information to local evidence, observation and conversations. She also shares ways to practice design in the work you already do.

In this conversation:

• Understanding context before copying a solution
• Checking assumptions through research
• Practicing service design before changing roles

You’ve designed the product. Have you designed how people will understand it? Pradyumna Surampudi explains why presenting an idea requires the same attention to an audience as the experience itself.

We discuss learning to tell a clear story, adapting a pitch to different people and improving through repeated presentations. Pradyumna also shares why attractive portfolio screens need real problems behind them, and how collaborating with fellow students helped him build confidence and learn new ways of working.

In this conversation:

• Adapting your pitch to its audience
• Building projects around real user needs
• Developing confidence through practice and collaboration

Having a product idea doesn’t necessarily mean you’ve found a problem worth solving. Mauro Banze joins Guidione Machava for a discussion about the needs, habits and barriers behind useful products.

Mauro explores an approach that starts with understanding people before searching for solutions. We question assumptions about demand, consider the influence of culture and discuss how voice interfaces change what designers need to pay attention to. This is a conversation about choosing better questions at the beginning of a project.

In this conversation:

• Finding needs people care about
• Considering barriers and cultural context
• Designing for speech and social cues

Guest website: https://maurobanze.com

What kind of work are you willing to put your design skills behind? Elaine Chu explains the values shaping her career choices and, in this conversation, why she would avoid working for a social media company.

We also discuss joining an experienced design team at Uber, learning from mistakes and discovering which parts of design suit you best. Elaine reflects on the combination of guidance, opportunity and effort behind professional growth, and why choosing work you believe in matters.

In this conversation:

• Choosing work that fits your values
• Learning in a supportive design team
• Recognizing your strengths and career direction

Music: https://www.bensound.com/

What would experienced designers tell their younger selves? Host Guidione Machava introduces World Class Design, a podcast about the choices, mistakes and lessons that shape a design career.

Each conversation invites a guest to look back and share the advice they wish they had heard earlier. Learn from their experiences, question your own assumptions and find ideas you can bring into your work as you develop your craft.