All Things Design

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All Things Design

Joe Woodham

49 episodes

1 month ago

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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Episodes (1/49)

All Things Design

Designing for Impact: Brendan Donohue on ROI, Bold Leadership & Human-Centered Change

This week on All Things Design, I sat down with Brendan Donghue — 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 Donghue 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 #BrendanDonghue

1 month ago

59 minutes