Designing for Impact: Brendan Donoghue on ROI, Bold Leadership & Human-Centered Change
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
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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/
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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
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59:29
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59:29
Charlie Sutton on Leading Atlassian’s 600+ Design Team | From Nokia & Silicon Valley to AI Design
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
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57:37
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57:37
From Industrial Design to AI Research: Scaling User Insights with Juno | Michelle
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:
— Connect with Michelle on LinkedIn: https://www.linkedin.com/in/michellejoygilmore/
— Connect with Joe on LinkedIn: https://www.linkedin.com/in/joe-woodham-torii-uxdesign/
#UserResearch #AIResearch #UXDesign #FutureOfResearch #AIinBusiness #ProductDevelopment #StartupInsights #DesignLeadership #CustomerCentric #MichelleJuno #AIandUX
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57:37
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57:37
Navigating the Future of Design: Don Norman on UX, AI, and Design Leadership
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
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1:08:34
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1:08:34
Humanizing AI in Design: Building AI Mentors & Teams with Kristin de la Fuente| All Things Design
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
Welcome to ”All Things Design”—the podcast that unpacks how design is driving digital transformation. Each episode dives into the crossroads of design, business, and tech, sharing practical insights on how design thinking, UX, and collaboration fuel real change.
Join us as we chat with industry experts on aligning design with business goals, streamlining processes, and igniting innovation. Whether you’re a designer, product manager, or business leader, ”All Things Design” delivers actionable takeaways to power your digital transformation and Transformation Experience (TX)
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