Designing for Impact: Brendan Donoghue on ROI, Bold Leadership & Human-Centered Change скачать в хорошем качестве

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 — Resources: — Connect with Brendan Donoghue on LinkedIn: https://www.linkedin.com/in/brendando... — Connect with Joe Woodham on LinkedIn:   / joe-woodham-torii-uxdesign   — Timestamps: (00:00) — Introduction (00:50) — From Telstra to UniSuper: Brendan’s career journey (06:04) — The ROI of Design (10:25) — Why Designers Must Understand Business (15:48) — Relentlessness: The Trait Designers Need in Corporates (21:17) — Cutting Account Setup from 12 Weeks to 90 Seconds (29:33) — Owning Risk and Building Influence as a Leader (33:53) — Measuring ROI: Engagement, Cost to Serve, and Growth (42:05) — 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