In this conversation, Stefan Barac shares his journey from a childhood filled with creativity and mechanical interests to becoming a consultant focused on accessibility in design. He discusses the importance of understanding cultural and social dynamics in accessibility, the challenges of convincing companies to invest in inclusive design, and the need for a shift in mindset towards accessibility as a fundamental aspect of product development.

Stefan emphasizes the role of education and communication in fostering a culture of accessibility and the tangible benefits it brings to businesses and society.

About the guest

Stefan Barac has been focusing on accessibility and sustainability for 15 years. Even during his studies, he was concerned with the purpose and added value of accessible solutions.

The focus was on machine function in mechanical engineering; ergonomic handling in automotive design; And in the strategic application of accessibility in his studies of industrial design.

Over time, he has become a leading expert in the field of B2B "business to business" services. Whether machine lines in production plants, medical tools or public services. Whether physical or digital. The requirements of accessibility are constant for him!

As a strategic consultant, Stefan Barac has been helping companies to set goals in the area of accessibility since 2024. The realization of this sustainability topic brings more turnover. This not only improves the company's finances but also its DNA. The basic rules: It's about helping people by solving their problem. Increasing efficiency comes later.

Podcast Summary

• Cultural roots and early interests
  (00:01–04:17)
  Stefan shares his Croatian background and early dual fascination with art and science. A childhood spent sketching, doing mathematics, and daydreaming laid the foundation for his creative and technical curiosity.

• From mechanical engineering to product design
  (06:20–08:19)
  A mentor and hands-on exposure to mechanical work pushed him toward solving practical problems, which eventually transitioned into product and user experience design.

• Humbling through user testing
  (08:19–10:16)
  Early arrogance about having “perfect solutions” faded after usability tests revealed major accessibility gaps. This led Stefan to a user-centered mindset, recognizing it wasn’t the users’ fault—it was the design’s failure.

• Disillusionment with industrial design
  (11:28–13:17)
  Working in automotive and hardware companies like Opel, Stefan encountered pushback against designing for maintainability or user serviceability, sparking his shift toward more meaningful design.

• Accessibility is a social, not just technical, issue
  (15:49–18:22)
  He emphasizes that accessibility can’t be fixed externally—it must be embedded culturally. Solutions like cochlear implants may not be universally ideal; instead, systemic social behavior change is needed.

• Accessibility = better business
  (20:54–24:41)
  Barac makes the business case: accessible design leads to fewer injuries, better machine operation, and opens products to broader markets (e.g., ~10% of Swiss population needs accessible features).

• Zero-sum nature of accessibility
  (23:08–25:46)
  Unlike general usability, accessibility is binary—you either include people or exclude them. Small tweaks (like simple language) can yield high returns and help previously excluded users (e.g., a blind developer).

• Inclusion vs accessibility
  (30:25–31:53)
  Accessibility removes tangible barriers for people with disabilities. Inclusion goes further—it’s cultural, political, and systemic. Many hearing-impaired individuals view themselves as part of a culture, not as disabled.

• Consulting challenges: no budget, no buy-in
  (35:53–38:33)
  Most companies lack specific budgets for accessibility, treating it as an afterthought. His strategy is to mentor internal teams and push for formalized investment.

• Designers as agents of change
  (44:45–48:30)
  Stefan believes designers have a role beyond aesthetics—they must communicate utility and challenge organizational culture with data, stories, and humility. His guiding principle: do what makes you happy, but with impact.

Discussion takeaways

• Stefan's heritage includes Arabic and Croatian roots, influencing his identity.

• He identifies as a problem solver, focusing on making the world more accessible.

• His childhood interests in creativity and mechanics shaped his career path.

• Stefan's mentor emphasized the importance of user experience in design.

• He believes accessibility is a social problem, not just a design issue.

• Stefan transitioned to consulting to address accessibility challenges in companies.

• He highlights the economic benefits of investing in accessibility measures.

• Cultural shifts are necessary for companies to embrace accessibility.

• Education plays a crucial role in changing mindsets about accessibility.

• Stefan encourages designers to pursue what makes them happy.

In this conversation, Doug Powell shares his journey as a designer, discussing the evolution of design from graphic to digital, the challenges faced in the healthcare design landscape, and the importance of building a sustainable design culture at organizations like IBM. He emphasizes the need for design leadership and personal development, highlighting the role of leaders in shaping culture and creating spaces for creativity and collaboration.

About the guest

Doug Powell is an award-winning executive design leader, consultant, and coach with more than 30 years of experience in a wide range of design disciplines.

A recipient of the 2014 Distinguished Alumni Award from the Sam Fox School of Design at Washington University in St. Louis, and the 2014 Fellow Award from AIGA Minnesota, Doug is a lecturer, commentator and thought leader on design issues. He has presented at a variety of global conferences, forums, and universities including Beirut Design Week in Lebanon, Fortune’s Brainstorm Design in Singapore, and Yale School of Management. He was on the jury of the 2018 Smithsonian Cooper Hewitt National Design Awards.

Between 2011-2013 Doug served as the national president of AIGA, the professional association for design in the United States, the largest and most established design organization in the world.

In the past decade Doug has served as Vice President of Design at IBM and Expedia Group, where he oversaw design practices, design systems, designer career and leadership programs, as well as the scaling of cross-functional design thinking practices across these companies.

Doug is the producer and host of This Is A Prototype: The Design Leadership Podcast. He teaches the Design Leadership at Scale: Director online course for established design leaders positioning themselves for future executive roles and career advancement, and serves on the faculty of the Pratt School of Engineering at Duke University where he teaches human-centered design practices.

Important links

https://www.linkedin.com/in/douglaspowell330/

https://www.dougpowell.design/

https://www.dougpowell.design/podcast

https://maven.com/design-leadership-at-scale/dls-director

Podcast summary

00:00 - Intro: The Misunderstood World of Design

01:16 - Doug’s early passion for drawing and creativity

04:17 - The difference between art and design

09:50 - Transitioning from analog to digital design

10:42 - Designing for healthcare after a personal crisis

16:07 - How IBM scaled a global design team

20:20 - The invisible side of design: systems & structures

27:17 - Design leadership, imposter syndrome & growth

30:36 - How designers learn and lead differently

33:54 - Building authentic design culture from the ground up

40:30 - Final reflections on leadership & creative freedom

Discussion takeaways

• Design is often misunderstood, but it is a vital part of communication.

• Doug's early passion for drawing shaped his career in design.

• The transition from graphic design to digital design was significant in the 90s.

• Healthcare design presents unique challenges and opportunities for improvement.

• Building a design culture requires permission and space for creativity.

• Design leadership is essential for managing large teams of designers.

• Personal development is crucial for success in design leadership roles.

• Creating a sustainable design culture involves grassroots initiatives.

• Leaders should create space for culture to flourish rather than impose it.

• Cultural experiences can significantly impact employee retention and satisfaction.

In this conversation, Flávio Bezerra shares his journey as a designer, discussing his early creative influences, the importance of expressing emotions through creativity, and his current role at BCGX. He elaborates on his project 'The Cow of the Day' as a form of visual journaling and reflects on the dynamics of stakeholder management in design.

Flávio also discusses the evolution of BCGX and the challenges faced in design leadership today. In this conversation, Flávio Bezerra and Ali Khan discuss the significance of corporate culture, empowerment, and recognition within teams. They explore the challenges of navigating corporate structures, the importance of building a strong team culture, and the accountability required for fostering a positive work environment.

Additionally, they delve into the hiring process, emphasizing the need for clarity in expectations and the importance of creating standout portfolios and CVs for designers.

About the guest

Flávio Bezerra is a seasoned digital product designer and design leader with over a decade of experience in the field​. Based in Berlin, this Brazilian-German innovator blends strategy, service design, design thinking, and product design methodologies to create impactful digital solutions​. He has worked with startups and product teams across Rio de Janeiro, São Paulo, London, and Berlin, gaining broad experience in developing B2B products in industries such as industrial IoT, healthcare, and fintech​. Over the years, he has guided cross-functional teams from problem definition through solution development, effectively translating concepts into real-world products​.

In his current role as the Director ofUser Experience at BCGX, Flávio helps global organizations build and launch new digital businesses​. He has been instrumental in designing and incubating multiple ventures within BCG's startup incubation teams, including the geospatial data platform up42, the manufacturing optimization startup FactoryPal, and the digital health platform Tilda​. These projects – spanning fintech, industry 4.0, and healthtech – highlight his versatility and ability to adapt design strategies to diverse markets and emerging technologies​.

Useful links

https://uxdesign.cc/overcoming-stress-and-ambiguity-with-a-drawing-routine-2e55aa5b7301

https://www.flaviolobe.com/

https://www.linkedin.com/in/fl%C3%A1vio-bezerra/

Podcast Summary

• (00:00–01:47) Flavio Bera, Design Director at BCGX, shares his design journey—from drawing anime characters in Brazil to leading design at a Fortune 500 consulting firm in Germany.

• (03:35–05:47) Creativity has always been core to Flavio—from drawing and storytelling in childhood to exploring music as a teen. He emphasizes expressing emotions as key to creativity.

• (08:04–10:46) His personal illustration project “Sky of the Day” helped him rediscover creativity as an adult, especially during the pandemic, becoming a form of emotional release and storytelling.

• (12:25–14:24) Flavio explains BCGX’s hybrid model where designers work in rotating teams across ventures, mirroring startup dynamics with ambiguity and constant change.

• (17:30–18:55) A major goal at BCGX is knowledge transfer, blending internal and client talent to help organizations shift away from rigid corporate processes.

• (22:16–23:44) Flavio reflects on how the design model evolved post-pandemic and during economic shifts, with more focus on purposeful products rather than "just another app."

• (26:54–29:54) Building and maintaining design culture is critical. Culture acts as a “protective skin” in high-pressure environments, maintained through shared values and lived examples.

• (38:52–43:36) As a hiring manager, Flavio notes one of the biggest challenges is clarity in the hiring process and alignment across stakeholders, which can lead to missing out on top talent.

• (43:51–45:13) Designers should confidently highlight shipped work, cross-functional collaboration, and even personality quirks (like love for Star Wars!)—as these can humanize and differentiate them.

• (46:40–48:09) In interviews, approach problems like a real product designer: ask questions, collaborate cross-functionally, and clarify real value. Don’t shy away from showing process thinking.

Discussion takeaways

• Flávio has 17 years of experience in product design.

• He grew up in Brazil and moved to Germany for education.

• Creative expression is essential for mental health.

• 'The Cow of the Day' project serves as a visual journal.

• Flávio leads a team of 13 designers at BCGX.

• Stakeholder dynamics are similar to startup environments.

• The design process involves convincing both internal and external stakeholders.

• BCGX focuses on solving specific problems for clients.

• The market has shifted towards less risky projects.

• Flávio emphasizes the importance of user research in design. Culture is a topic that is very close to my heart.

• Building a strong culture requires effort and consistency.

• Empowerment and recognition are key to team dynamics.

• Accountability is essential for a positive team culture.

• Hiring processes should be approached as product processes.

• Clarity in expectations is crucial for hiring managers.

• Portfolios should showcase real, shipped products.

• Designers should not shy away from owning their impact.

• Showcasing personality can help in the hiring process.

• Acting as if you are already in the role can improve interview outcomes.

In this conversation, Charlie Claxton shares his extensive experience in design and product development, discussing his journey from building high-speed in-flight internet to leading design teams at Thomson Reuters. He emphasizes the importance of creating a supportive team environment, the challenges of managing a large design organization, and the cultural dynamics at Amazon.

Charlie also reflects on his transition from running an agency to working in large organizations, highlighting the significance of collaboration and user-centered design in delivering successful products. In this conversation, Charlie Claxton discusses his experiences with organizational change, the importance of fostering innovation within teams, and the cultural transition he faced moving from the US to Switzerland.

He emphasizes the need for leaders to evaluate team dynamics, support employee growth, and create a diverse and happy work environment to drive successful product development.

About the guest

Charlie Claxton is a transformative Creative Product Leader with over 20 years of experience delivering AI-powered, customer-first product innovations that drive measurable business outcomes.

As part of the top 20 Global Leadership Team at Thomson Reuters, he leads innovation and oversees all product and digital experiences for the $6B global organization—contributing to consistent 6–8% year-over-year growth and a 95%+ increase in share price during his tenure. From founding Produxs—an award-winning UX design agency with Amazon as its first client—to spearheading digital and AI transformation initiatives across Fortune 500 companies in both the U.S. and Europe, Charlie has built and scaled high-performing, cross-functional teams that influence strategy and launch impactful solutions. His work includes driving a 118% increase in Gross Merchandise Sales at Amazon, delivering an 80% YoY increase in digital sales at Thomson Reuters, and boosting customer satisfaction for Microsoft through intelligent marketing operations tools.

Outside of work, Charlie explores Zürich in search of the perfect burger, dabbles in jazz guitar, catches the occasional rugby match, and mentors emerging creative talent to help shape the future of the industry.

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

Podcast Summary

• (01:09) Charlie’s Self-Introduction
  He explains design to non-designers as building front-end experiences across consumer and B2B products, focusing on interaction design, user research, and mental models.

• (03:11) Current Role at Thomson Reuters
  Leads global UX for all front-end digital experiences with a team of ~350 across 7 countries, covering UX design, research, accessibility, content design, and UX engineering.

• (06:32) Building Centralized Design at TR
  He was hired to centralize and scale design at TR, growing from 120 to 350+ by introducing mechanisms for decision-making and embedding a writing culture (inspired by Amazon).

• (12:41) Early Career & Big Break
  Moved to Seattle with no job, landed a role at Boeing via a headhunter, helped build the first high-speed in-flight internet, and later founded his own UX agency.

• (13:43) Amazon Entry as First Certified UX Vendor
  Amazon became his agency’s first major client. He was later hired internally, working at AWS and then Alexa Everywhere, launching major initiatives like the design system and third-party app store.

• (25:03) Amazon Culture & Design Challenges
  Emphasized the need to fight for design’s voice in a tech-heavy environment, while leveraging leadership principles to align teams on customer-first outcomes.

• (28:00) Leadership Framework (30-60-90 Days)
  When joining a new org, he categorizes what to keep, fix, or transform and evaluates team members based on future needs, adjusting org structure to improve fit and outcomes.

• (32:06) From Functional to Strategic Design
  Shifted the design team’s role from functional support to strategic drivers of business decisions, evolving from pod structures to hybrid centralized models.

• (35:16) Fostering Innovation with Design Dash
  Introduced a 2-week internal innovation sprint aligned with customer experience goals to boost morale, collaboration, and creative thinking.

• (45:24) European Work-Life Balance
  Reflects on moving to Switzerland during the pandemic, appreciating European values of time-off, structured culture, and personal identity beyond job titles.

• (51:26) Diversity in Hiring
  Actively builds culturally and gender-diverse teams to bring richer perspectives and create better, more inclusive products.

Discussion takeaways

• Charlie builds and launches consumer and B2B products.

• He leads a large design team at Thomson Reuters.

• Experience in every role helps him connect with his team.

• Hiring better people is key to building a strong team.

• A writing culture helps disseminate information effectively.

• Charlie's team built the first high-speed in-flight internet.

• He transitioned from agency work to Amazon as a client.

• Managing an agency involves feeding the business engine.

• Cultural dynamics at Amazon vary between teams.

• Delivering great experiences is focused on the customer. When joining a new organization, categorize existing systems into three buckets: thriving, mediocre, and failing.

• It's essential to evaluate team members' potential and fit within the organization.

• Parting ways with talented individuals can sometimes be necessary for their growth.

• Creating opportunities for innovation should be integrated into daily work, not isolated in separate teams.

• Cultural differences can significantly impact work-life balance and personal identity.

• In Switzerland, the focus is more on personal identity than job titles during introductions.

• A diverse team brings varied perspectives, enhancing creativity and product quality.

• Happy employees contribute to better products and overall success.

• Regular reflection on past performance helps in making necessary adjustments for future success.

• Building a supportive and inclusive environment fosters team collaboration and innovation.

In this conversation, Thomas Kueber discusses his multifaceted approach to design, emphasizing the importance of narrative, community, and human-centered design. He reflects on his journey from a curious child to a seasoned designer, sharing insights on the evolving role of design in technology and society. Kueber advocates for a future-oriented mindset in design, urging designers to tackle complex problems and consider the long-term impact of their work. He also offers advice for aspiring designers on embracing curiosity and expanding their interests beyond traditional design boundaries.

About the guest

Thomas Kuber is the cofounder of the Futur2 a creative design studio based in Berlin, Germany.

Podcast Summary

• [00:00–02:27]
  Thomas Kueber introduces himself not by title but through impact — designing digital products, services, systems, and user experiences that fit into broader strategies. He believes in defining work by what it achieves, not labels.

• [03:52–05:06]
  His journey into design was driven by curiosity and storytelling. Initially interested in time-based media, his entry into digital design was sparked by the rise of the internet.

• [08:07–10:43]
  After mandatory civil service in Germany, he explored graphic and video design, later moving into research roles. His career grew from curiosity and a desire to use tech for people-centric impact.

• [13:17–15:30]
  Thomas critiques the over-fragmentation of design roles and argues for a holistic, community-driven, and human-centered approach. Moving to Berlin, he found support and direction through design communities.

• [18:35–20:54]
  He and his business partner asked themselves deeper questions about the purpose of their design work, emphasizing long-term social responsibility over short-term outputs.

• [22:00–23:18]
  Their studio uses foresight and speculative design (like dystopian futures) to help clients understand the broader impact of technology, with a balance of design, tech, and social responsibility.

• [24:32–25:40]
  Kueber sees design as shaping relationships and organizations — not just interfaces. Their independence as a studio allows them to challenge norms and offer rebellious ideas when needed.

• [27:14–30:48]
  He talks about his experiences in India, including work on future mobility. He argues that speed won’t define the future — rather, smarter and more contextual services will.

• [32:55–35:00]
  Thomas outlines three core paradigms in design:

  1. Rooted in human needs

  2. Breaking monotony and generic systems

  3. Designing for long-term relevance (longevity over novelty)

• [38:28–42:35]
  Calls for designers to tackle harder, real-world problems beyond UI—such as humanitarian challenges—and to take ownership. He encourages blending design with art, philosophy, and social sciences for deeper insight.

Discussion takeaways

• Design is a fragmented field, and it's more important to focus on what you create than how you label yourself.

• Narratives play a crucial role in the design process, shaping user experiences.

• Community and collaboration are essential for growth in the design field.

• Designing for the future means considering the long-term impact of technology on society.

• Human-centered design should be at the core of all design practices.

• Curiosity and a willingness to explore beyond design are vital for personal growth.

• Designers should not shy away from the complexities of their work and its implications.

• The commoditization of design can lead to a loss of identity and uniqueness in products.

• Designing for hard problems can elevate the profession and create meaningful impact.

• A holistic approach to design can lead to more innovative and responsible solutions.

In this conversation, Daria shares her unique journey from being an architect to becoming a problem solver in the design field. She discusses her early passion for art and design, her transition into architecture, and the unexpected turn that led her to discover the world of UI/UX design. Daria reflects on her global experiences, working in various countries, and the cultural insights she gained along the way.

She also delves into the challenges and innovations in enterprise design, emphasizing the importance of simplicity and user experience in complex products. In this conversation, Daria and Ali Khan explore the evolving landscape of enterprise design, the role of collaboration tools like Miro, and the importance of understanding customer needs.

Daria shares her insights on how ADHD can be a superpower in design, emphasizing the need for inclusivity and adaptability in the workplace. The discussion also touches on the future of interaction design and the significance of building on existing frameworks to foster innovation.

About the guest

Daria Tarawneh is a seasoned enterprise UX designer with a unique journey that bridges architecture and digital design. Starting her career as an architect, she transitioned into the world of digital experiences, where she now specializes in helping companies define and execute their digital strategy with a strong user-centric approach.

With over 14 years of experience spanning consultancy, corporate, and startup environments, Daria has worked on diverse projects across seven countries. Her expertise extends beyond traditional UX, having successfully built and scaled startups in New Zealand and Japan, giving her firsthand insight into both the strategic and executional sides of digital product design.

Currently, Daria leads design for platform and enterprise at Miro, where she tackles complex UX challenges at scale. Her deep understanding of enterprise design, business strategy, and cross-functional collaboration makes her a sought-after expert in the field.

Podcast Summary

Here’s a summary of the podcast episode with timestamps:

1. Introduction & Guest Background (00:01 - 00:38)

   • Host introduces guest, Daria Tarawneh, Head of Enterprise Design at Miro, formerly at Amazon and McKinsey.

   • Discussion focuses on resilience, changing professions, and finding a niche.

2. Daria’s Identity as a Problem Solver (01:10 - 02:32)

   • She describes herself as a problem solver, drawn to complex challenges.

   • Uses different toolkits (UX, architecture) to tackle various problems.

3. Early Creative Interests & Education (02:32 - 04:36)

   • Passion for art and reading from a young age, leading to art school.

   • Chose architecture due to cultural expectations but later realized it wasn’t the right fit.

4. Career Transition from Architecture to UX (05:11 - 09:14)

   • Worked as an architect and urban planner but felt unfulfilled.

   • Discovered UX/UI by accident while designing for a sci-fi game.

   • Learned Photoshop and UI principles, marking the start of her design career.

5. Overcoming Impostor Syndrome & Embracing Change (09:56 - 11:18)

   • Impostor syndrome never fully goes away but becomes manageable.

   • Believes in staying open to opportunities and embracing failure as a learning process.

6. Entrepreneurial Journey & Game-Based Marketing (13:05 - 18:15)

   • Co-founded a game-based advertising platform in New Zealand, later expanding to Japan.

   • Faced challenges in adapting designs for different cultural and mobile UX needs.

7. Enterprise Design & UX in B2B (24:08 - 29:13)

   • Enterprise UX requires deep research and long-term thinking.

   • Shift in mindset: companies now realize enterprise products need great UX, like Slack & Salesforce.

8. Miro’s Role in UX Evolution (32:33 - 39:45)

   • Miro influenced the industry with infinite canvas design.

   • Talks about future UX interactions and how mental models shape design evolution.

9. Final Thoughts & Superpowers (43:48 - End)

   • Daria reflects on turning challenges into strengths.

   • Encourages designers to be adaptable and use their experiences to carve unique career paths.

Discussion takeaways

• Daria identifies as a problem solver, drawn to complex challenges.

• Her early passion for art led her to architecture.

• Studying architecture was enjoyable, but working as an architect was disillusioning.

• A chance encounter at a cafe led her to a career in design.

• Daria emphasizes the importance of being open to opportunities.

• She highlights the cultural differences in working across countries.

• Daria discusses the challenges of enterprise design and the need for simplicity.

• Her journey reflects the importance of adaptability in career paths.

• She believes failure is part of the learning process.

• Daria's experiences illustrate the value of diverse perspectives in design. The focus in enterprise design is shifting towards understanding legacy systems.

• Miro is a leader in collaborative tools, emphasizing experimentation and customer needs.

• Successful product design requires collaboration between design, engineering, and product management.

• Competition should be viewed as inspiration rather than a direct influence.

• ADHD can be leveraged as a superpower in fast-paced environments.

• Inclusivity in the workplace is essential for diverse productivity styles.

• Designers should focus on customer pain points to create successful products.

• The future of interaction design lies in building on established user expectations.

• Innovative design should not stray too far from user familiarity.

• Creating a supportive environment for neurodiverse individuals enhances team success

In this conversation, Joe Natoli shares his extensive journey in the UX and design field, emphasizing the importance of curiosity, the evolution of graphic design, and the challenges faced in the educational system.

He discusses his transition from traditional graphic design to the digital world, the role of fear in pursuing one's passions, and how he became a consultant and educator. Joe's insights highlight the interconnectedness of design disciplines and the necessity of helping others through his work. In this conversation, Joe Natoli discusses his journey from teaching on Udemy to creating his own UX365 Academy, emphasizing the gaps in UX education and the need for accessible learning.

He shares insights on the challenges of course platforms and the importance of adapting to the evolving landscape of UX design. Additionally, he highlights the release of the new edition of 'User Experience Team of One' and its relevance in today's fast-paced environment.

About Joe Natoli

Joe Natoli is a highly respected UX consultant, coach, speaker, and author with decades of experience in the design industry. As the founder of UX 365 Academy, he has dedicated his career to helping designers, developers, and product teams navigate the complexities of user experience and product design.

With a background in traditional graphic design, Joe transitioned into the digital space, embracing UX principles that prioritize human-centered design. His work focuses on breaking down barriers in the industry, addressing the fears and challenges that professionals face, and providing practical, actionable strategies for success.

Joe’s influence extends across multiple platforms—his books, courses, and speaking engagements have guided countless professionals in understanding and mastering UX. His latest book continues this mission, offering a practical roadmap for both new and seasoned designers. Passionate about education and mentorship, Joe believes in demystifying UX and equipping individuals with the tools they need to excel in their careers.

Useful links

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

https://learn.givegoodux.com

Podcast summary

1. Joe Natoli's Journey in UX & Design (00:39)

   • Transitioned from traditional graphic design to UX and digital design.

   • Emphasizes curiosity, continuous learning, and helping others through design.

2. Overcoming Fear & Impostor Syndrome (03:50, 24:45)

   • Fear is a constant challenge in any creative field, but pushing through it is necessary.

   • Impostor syndrome never disappears, but experience and self-trust help manage it.

3. Interdisciplinary Approach to Design (08:21)

   • Rejects rigid divisions in design fields (graphic design, UX, architecture).

   • Advocates for holistic thinking, blending various disciplines.

4. Building UX 365 Academy & Teaching Design (27:46, 31:21)

   • Created an educational platform focusing on real-world UX challenges.

   • Prioritizes practical skills like handling difficult clients, office politics, and real-life UX implementation.

5. Influence of Key Mentors & Early Experiences (11:48)

   • Inspired by teachers who encouraged thinking beyond conventional career paths.

   • Discovered graphic design by chance and was immediately hooked.

6. Adapting to Industry Evolution (16:32, 18:14)

   • Initially struggled to convince traditional designers about digital transformation.

   • Witnessed rapid changes in UX and technology, requiring adaptability.

7. Philosophy of Helping Others (03:14, 04:22)

   • Design is not just about the end product but improving people’s experiences.

   • Prioritizes giving value before promoting his business.

8. Writing & The Power of Clear Communication (42:28, 44:13)

   • Advocates for making UX concepts accessible through clear, simple language.

   • Wrote a book to provide a practical toolbox for UX professionals.

9. The Importance of Continuous Learning (48:46)

   • Believes there's no fixed roadmap in UX—learning from failures is crucial.

   • Encourages designers to embrace uncertainty and adapt as the industry evolves.

10. Personal & Professional Growth in Design (29:34, 46:07)

    • Credits his wife for helping him focus his career direction.

    • Views every challenge as an opportunity to grow and refine his skills.

Discussion takeaways

• Curiosity drives Joe's multifaceted career.

• Helping people is the core of Joe's work.

• Design transcends specific disciplines.

• Fear is a constant companion in growth.

• Education systems often limit creative potential.

• Joe's journey reflects a blend of interests.

• The digital landscape opened new opportunities.

• Consulting allows for impactful teaching.

• Embracing uncertainty is essential for success.

• Collaboration with his wife led to new ventures. Joe Natoli's journey in online teaching began with Udemy.

• The transition to UX365 Academy was driven by a desire to fill educational gaps.

• There is a significant lack of focus on real-world challenges in UX education.

• Accessibility in education is a major concern for many aspiring UX professionals.

• Choosing the right platform for online courses is a complex process.

• Most course platforms have limitations that affect user experience.

• The new edition of 'User Experience Team of One' addresses modern challenges in UX design.

• The importance of adaptability in the UX field is crucial for success.

• Joe emphasizes the need for practical tools and methods in UX education.

• A mindset of learning from every experience is vital for career growth.

In this conversation, Joseph shares his journey from an aspiring creative to an industry expert, reflecting on the pivotal moments and lessons that shaped his career. He discusses his transition into leadership, the evolving landscape of design and consulting, and the importance of adapting to industry changes while staying true to one's values.

Joseph emphasizes the power of coaching and mentorship in career growth, highlighting how structured guidance can help professionals navigate challenges, discover new opportunities, and align their work with their passions. He explores the growing demand for career coaching, particularly for experienced UX designers looking to transition into consultancy roles.

Throughout the discussion, Joseph provides valuable insights into the skills required to become an effective coach, the impact of fostering strong professional networks, and the benefits of continuous learning. He encourages individuals to leverage their expertise not just in design but in guiding others to succeed, making career coaching a meaningful and rewarding path.

About the guest

Joseph is a designer, educator, and creative catalyst with an entrepreneurial mindset, dedicated to harnessing the power of design to create meaningful impact. With a deep belief in creativity, passion, and empathy, he strives to inspire and empower others to achieve their dreams in an authentic and transformative way.

As a design leader, Joseph helps individuals, brands, and organizations navigate complex challenges by uncovering unconscious behaviors and latent desires, crafting human-centered solutions for social and ecological good. His expertise has been sought by global clients, including Unilever, GlaxoSmithKline, Nestlé, FrieslandCampina, Mondelez International, Distell, and Colgate-Palmolive, as well as Fortune 500 brands such as Dove, Tresemme, Oreo, Cadbury, Kleenex, Huggies, and Heineken.

Beyond design, Joseph is a trusted mentor and LinkedIn Top Voice, guiding over 100 UX professionals to land their dream roles through his UX Careerpreneur Model. Drawing from his own experiences of career frustration and reinvention, he now empowers others with a strategic approach—helping them clarify career goals, craft impactful portfolios, build authentic industry connections, and master interviews and negotiations to secure high-value opportunities. His mission is to not just help professionals find jobs but to shape careers that align with their values, skills, and aspirations.

Podcast Summary

1. Joseph Louis Tan’s Background

   • Head of Product Design at Contact Out and founder of UX CPR.

   • Part-time lecturer at Nanyang Technological University, teaching non-designers about design.

   • Writes daily on LinkedIn about UX job search strategies.

2. Career Journey and Multiple Transitions

   • Started with a passion for art and design, influenced by early experiences in industrial design.

   • Pursued industrial design studies, earning a scholarship to the University of New South Wales.

   • Experienced career shifts from product design to UX design, education, and coaching.

3. The Importance of Coaching in UX Careers (00:39 - 03:14)

   • Coaches UX designers to land six-figure jobs through proactive strategies rather than job board applications.

   • Highlights the significance of referrals and outreach in job searches.

4. Challenges and Lessons in Career Growth (05:35 - 09:16)

   • Grew up in a low-income family with disabled parents, which shaped his independence and resilience.

   • Lost a five-figure investment in an early startup but used the experience to pivot successfully.

5. Mindset Shifts and Overcoming Limiting Beliefs (16:21 - 18:53)

   • Emphasizes reprogramming the mind to overcome impostor syndrome and career doubts.

   • Identifying personal strengths and unique abilities plays a key role in professional success.

6. Finding Career Clarity (20:36 - 25:59)

   • Helps clients define their "non-negotiables" and assess job satisfaction using a rating system.

   • Encourages aligning career choices with personal passions and values rather than industry trends.

7. Job Search Strategies and Interview Preparation (27:18 - 29:52)

   • Focuses on networking, direct outreach, and referrals instead of traditional job applications.

   • Trains clients in whiteboard challenges, design exercises, and salary negotiation.

8. The Reality of Career Coaching (35:36 - 39:32)

   • Started by mentoring 100 people for free before monetizing coaching.

   • Recommends sharing knowledge consistently, identifying common questions, and scaling expertise.

Discussion takeaways

• Joseph’s entrepreneurial mindset shapes his approach to design and education.

• Good design has the power to create meaningful social and ecological impact.

• Understanding unconscious behaviors and latent desires leads to better human-centered solutions.

• Experience with global brands provides valuable insights into solving complex design challenges.

• Career frustrations can be transformed into opportunities through strategic career development.

• Authentic networking is more effective than mass job applications.

• A strong portfolio should emphasize measurable impact rather than just completed tasks.

• Mastering interviews and negotiations can help professionals secure high-value roles.

• Mentorship and guidance are essential for career growth in UX and design.

• Aligning career goals with personal values leads to long-term success and fulfillment.

Overview

In this conversation, Daniel Orbach shares his journey from a first-generation American to a successful designer, discussing his unique path into design education, the influence of music, and his experiences at notable companies like Frog and McKinsey. He emphasizes the importance of values in career decisions and the evolving culture within consulting firms. In this conversation, Daniel Orbach discusses the importance of a bottom-up approach in design, emphasizing the need to understand customer problems before proposing solutions. He shares insights on navigating career paths in design, the significance of talent-company fit, and the evolution of design roles from junior to director levels. Daniel highlights the critical roles of mentorship and sponsorship in professional growth and encourages individuals to pursue passions outside of design to enhance their creativity and collaboration skills.

About the guest

Daniel brings executive design leadership to JP Morgan Chase, where he directs the Small Business Credit Cards design organization, overseeing multidisciplinary teams of designers, content specialists, and researchers.

His background includes a significant tenure at McKinsey Design, where he spearheaded strategic initiatives spanning government and enterprise clients, with particular expertise in energy innovation and public service transformation.

Beyond his professional accomplishments, Daniel remains deeply committed to talent development, focusing on building exceptional design teams and mentoring emerging design leaders who will shape the industry's future.

https://www.linkedin.com/in/daniel-orbach-74521435/

Podcast Summary

1. Daniel Orbach’s Background (00:01 - 02:31)

   • Executive Design Director at JP Morgan Chase, previously at McKinsey and Frog.

   • First-generation American, family immigrated from Israel and Austria.

   • Grew up in an affluent Chicago suburb with little exposure to design.

   • Discovered design late but found a program at the University of Cincinnati that didn’t require a portfolio.

2. Early Exposure to Design (03:02 - 07:56)

   • Initially pursued music and engineering before discovering design.

   • Inspired by IDEO’s shopping cart redesign video.

   • Realized design combined creativity, problem-solving, and hands-on work.

3. Work Experience & Career Progression (09:44 - 17:28)

   • Joined Frog through a school portfolio selection process.

   • Worked at Moment, then McKinsey for over five years.

   • Experienced McKinsey’s rapid growth and cultural changes.

4. Consulting vs. In-House Design Roles (19:26 - 22:29)

   • Consulting starts with answers and works backward, while design is bottom-up.

   • Consultants structure recommendations and predict ROI over multiple years.

5. The Importance of Storytelling & Soft Skills (25:47 - 28:36)

   • Success in design careers requires strong storytelling and communication skills.

   • Building relationships and clearly articulating ideas are key to career growth.

6. Specialization & Finding the Right Fit (30:24 - 32:16)

   • Matching skills to company needs is crucial (e.g., a zoologist at McKinsey is unlikely).

   • Thinking in structured outlines and communicating ideas effectively

Discussion takeaways

• Daniel's family background shaped his perspective on education and design.

• Music played a significant role in his creative development.

• The importance of finding a design program that fits individual needs.

• Internships can lead to unexpected opportunities in one's career.

• Living by one's values can lead to better career outcomes.

• Consulting firms like McKinsey are not monolithic; experiences vary widely.

• Designers bring unique problem-solving approaches to consulting.

• The transition from design education to professional practice can be challenging.

• Networking and connections are crucial in the design community. Design should start with understanding customer needs.

• Portfolios are essential for landing design jobs.

• Mentorship and sponsorship are both crucial for career growth.

• Assess your skills against the company's strategy.

• Strong beliefs should be held loosely to adapt to new evidence.

• Networking is key in the job application process.

• Structure your thinking to communicate effectively in interviews.

• Experience in various conditions is necessary for leadership roles.

• Cultivating relationships can open doors for opportunities.

• Pursuing passions outside of work can enhance professional skills.

The world of UX design is evolving, and with it, new career paths are emerging that allow designers to scale their impact beyond individual projects. One such path is Design Operations (Design Ops)—a field dedicated to optimizing workflows, tools, and collaboration within design teams.

In a recent episode of The Design Hustle Podcast, I spoke with Peter Boersma, former Design Ops Manager at Miro, about his journey from UX to Design Ops. Our conversation shed light on why this career path is becoming increasingly important and how UX designers can transition into it.

If you’re a UX designer looking for ways to expand your influence and create better design environments, Design Ops might be the perfect next step in your career.

What is Design Ops?

Design Ops is the practice of orchestrating people, processes, and tools to improve the efficiency and impact of design teams. It helps scale design efforts, ensuring that designers can focus on solving user problems rather than battling inefficiencies.

Key responsibilities of design Ops professionals

• Process Optimization: Standardizing workflows to enhance team productivity.

• Tool Management: Ensuring designers have the best tools for collaboration and execution.

• Team Growth & Development: Hiring, onboarding, and supporting designers.

• Cross-Functional Collaboration: Aligning design with product, engineering, and leadership teams.

• Advocacy & Culture: Promoting design best practices and fostering a collaborative work environment.

Key takeaways from my conversation with Peter Boersma

During our podcast episode, Peter shared valuable insights into the world of Design Ops. Here are some of the biggest takeaways:

1. UX designers already have many of the skills needed for Design Ops

Peter’s journey started in computer science and UX, but he gradually realized his passion was not just designing interfaces—it was optimizing how design work gets done. If you’re a UX designer, you likely already have skills in problem-solving, systems thinking, and collaboration, which are all essential for Design Ops.

2. The transition to Design Ops is a natural evolution

Many designers organically take on Design Ops responsibilities without even realizing it. If you've ever:
✅ Suggested improvements to your team’s workflow
✅ Advocated for better design tools
✅ Created templates or design systems to streamline work
✅ Helped with onboarding new designers
…then you’re already doing Design Ops work!

3. Design Ops creates greater Impact at scale

Peter emphasized that Design Ops amplifies a team’s ability to produce great design work. Instead of focusing on one product, you improve the entire system, allowing multiple designers to work more effectively.

4. You don’t need a Design Ops title to start doing the work

Peter highlighted that designers can start by improving small inefficiencies in their teams—what he calls the "guerrilla" approach to Design Ops. This means:

• Identifying pain points in your team’s workflow

• Experimenting with process improvements

• Advocating for best practices

• Helping leadership understand the value of Design Ops

By proving value in these areas, you can naturally transition into a formal Design Ops role over time.

Resources to learn more about Design Ops

Podcasts & Articles

🎧 The Design Hustle Podcast Episode with Peter Boersma

Communities & Courses

👥 DesignOps Assembly – A community for Design Ops professionals
📚 Nielsen Norman Group’s DesignOps Course

Final thoughts: Is design Ops right for you?

If you enjoy solving team-wide problems, streamlining workflows, and scaling design impact, then Design Ops could be an exciting career path.

The demand for Design Ops professionals is growing as companies realize the importance of optimizing design teams. For UX designers who love process improvement and collaboration, it’s a rewarding way to influence design beyond pixels and prototypes.

Are you considering a career in Design Ops? Have you already started implementing Design Ops practices in your team? Let’s discuss in the comments!

#UXDesign #DesignOps #CareerGrowth #UserExperience #DesignThinking

Overview

In this conversation, Ali Khan and Peter Boersma explore the multifaceted world of User Experience (UX) design, focusing on Peter's journey from a young computer enthusiast to a UX strategist and design operations consultant. They discuss the evolution of design, the importance of creativity in technology, and the role of design operations in enhancing the effectiveness of design teams.

The conversation also touches on building a design culture, the challenges of consulting in design ops, and the future impact of AI on design processes.

About the guest

Peter Boersma brings over 25 years of experience in creating online, interactive applications, grounded in formal Human Computer Interaction training. His career spans managing design teams and departments, design operations, product management, consulting, and mentoring.

Boersma maintains strong connections within the global design community. His passion for design process and DesignOps is evident in his comprehensive skill set, which includes stakeholder analysis, user research, service design, design strategy, experience design, conceptual design, planning, scoping, prioritizing, navigation design, interaction design, and usability evaluation.

Boersma has developed particular expertise in Design Operations, Design Management, User Experience Design, Information Architecture, Interaction Design, User Interface Design, UX Strategy, Concept Design, Experience Design, User Centered Design, with deep knowledge of industry deliverables, methods, processes, and tools.

LinkedIn https://www.linkedin.com/in/pboersma/

Podcast summary

1. Introduction to Peter Boersma & Design Ops (00:01 - 01:56)

   • Peter Boersma, former Design Ops Manager at Miro, shares insights on design operations.

   • The conversation explores how professionals transition into Design Ops and its growing relevance.

   • Imposter syndrome is a common hurdle for many aspiring designers reaching out to industry leaders.

2. Boersma's Background & Entry into UX (02:36 - 07:26)

   • Initially studied computer science but shifted focus to UX due to interest in human-computer interaction.

   • Took courses in cognitive science, business, and education to make his studies more user-focused.

   • Early experiences with Commodore 16 sparked his interest in design and problem-solving.

3. Creativity & Early Influences (07:59 - 09:56)

   • Passion for drawing, influenced by his grandfather’s printing business.

   • Engaged in creative hobbies like sketching, sports, and stage performances.

   • Believes creativity often starts with physical tools (e.g., pencils, instruments) before transitioning to digital mediums.

4. Transition to Design Ops (12:25 - 19:03)

   • Started in software development but gradually moved into process standardization.

   • Developed best practices for UX teams, improving collaboration and efficiency.

   • Helped define responsibilities and processes, leading to the emergence of Design Ops as a discipline.

5. Defining Design Ops & Its Impact (20:57 - 25:53)

   • Design Ops ensures smooth workflows, defines standards, and enhances collaboration within UX teams.

   • Junior designers can start implementing Design Ops informally before it becomes a dedicated role.

   • Coordination, documentation, and advocacy are key aspects of the role.

6. Challenges of Implementing Design Ops (30:44 - 34:12)

   • Different industries (startups, Fortune 500s, legacy software) have unique challenges in adopting Design Ops.

   • Resistance to change, resource allocation, and cultural adaptation can be major obstacles.

   • Companies often need external consultants to identify and implement Design Ops strategies.

7. Role of Consultants & Coaching in Design Ops (35:22 - 37:07)

   • Design Ops consultants help organizations streamline processes and improve UX effectiveness.

   • Boersma also provides coaching to design teams, assisting in hiring, defining roles, and structuring workflows.

   • Design Ops takes time to integrate, often requiring 1-2 years for measurable impact.

8. Encouraging Knowledge Sharing in Design Teams (38:49 - 40:50)

   • Recommends internal initiatives like book clubs, sharing insights from conferences, and workshops to build team culture.

   • Encourages open communication and terminology alignment to foster better collaboration.

9. Future of Design Ops & AI’s Role (42:11 - 44:18)

   • AI is optimizing design processes but is unlikely to replace the human elements of Design Ops.

   • Tools may assist in automation, but strategic decision-making and team coordination remain human-led.

   • Companies like Miro are evolving their approach to Design Ops, adapting to technological advancements.

Discussion takeaways

• Imposter syndrome is a common fear when reaching out to experts.

• UX is about designing positive experiences for users.

• Combining passion with work can lead to fulfilling careers.

• The journey from designer to strategist involves learning about business.

• Design operations standardize and improve design processes.

• Building a design culture is essential for team cohesion.

• Consulting in design ops requires understanding organizational needs.

• AI will enhance existing design tools and processes.

• Design ops roles can start as a mindset rather than a title.

• Effective communication is key in design teams.

Links

• UXcon Vienna 2023 talk

• DesignOps 101 (Nielsen Norman Group) https://www.nngroup.com/articles/design-operations-101/

Over the last 20 years, my career has taken me across industries, cultures, and disciplines—from architecture to UX, from startups to product design. I’ve designed buildings, interfaces, experiences, and even businesses. But one thing has remained constant: my belief that success leaves clues.

Every major career leap I’ve made was sparked by conversations with people who had already been where I wanted to go. Sitting down with those I admired, asking questions, and learning from their journeys shaped my own. And now, I want to pay it forward.

In this first season, I’m speaking with SVPs, conference speakers, heads of design, entrepreneurs, lecturers, and authors—all of whom have taken unique and unexpected paths to success. No gatekeeping, no fluff—just real insights from people who’ve done it.

✅ Breaking into emerging tech

✅ Crossing industry boundaries

✅ Building design-led businesses

✅ Finding your unique edge in a crowded field

The format is simple: we mic up, we talk, and we learn.

If you’re a designer—whether in UX, architecture, interiors, or graphics—you’ve probably asked yourself:

"What else is out there?"

"How did others find success?"

"What paths have I not yet explored?"

That’s exactly what this podcast is about. Join me on this journey. 🚀

🎧 Subscribe here

Youtube → Youtube channel link

Spotify → Spotify podcast link

Design hustle

Stories of design innovators who share their blueprints for an unconventional career evolution.

By Ali Khan

#DesignCommunity #UXDesign #CareerGrowth #DesignLeadership #DesignHustle

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