Avoid These 3 Mistakes When Pitching Design to Leadership

We are building an independent global network of people doing human-centred work. Create an account, learn, listen, connect and network - for free → https://www.thisishcd.com/signup________________________Forms expert Caroline Jarrett joins Gerry to talk about why the rush to AI is colliding with something most organisations haven't fixed - their own data. A conversation about errors, forms, and the unglamorous work that actually moves the dial.Three Key TakeawaysWell, 6 in this episode, as Caroline is bloody amazing. Pick the three that land hardest for you :-)Forms are the only compulsory part of a service. Everything else in user experience is the mountain - forms are the tiny red peaks poking up above it. Get them wrong and the rest of your design doesn't matter.AI doesn't fix bad data - it propagates it faster. Before any organisation hands work over to a model, the honest question isn't "how do we use AI" but "do we even know how bad our data already is?"Most teams can't tell you their error rate. E-commerce calls it conversion. Government barely tracks it at all. If you can't see where people are dropping out - or being quietly forced into wrong answers - you can't design your way out of it.Forms don't just collect data, they shape behaviour. Every time a website rejects an apostrophe in O'Connor, or hides "other" as an option, it's forcing people to lie - and then treating that lie as truth.You don't have to be a statistician to find errors. Graph the data. Spikes, gaps and outliers will tell you where the wrong question is hiding faster than any spreadsheet ever will.The designer's job is to notice what everyone else has normalised — the broken form field, the impossible question, the dataset everyone distrusts but nobody fixes.https://www.effortmark.co.uk/uk.linkedin.com/in/carolinejarrett________________________BRING THIS IS HCD INTO YOUR ORGANISATION→ Train my organisation https://www.thisishcd.com/training→ Video Courses https://www.thisishcd.com/courses→ Private Community (Coaching, Courses, WhatsApp) https://www.thisishcd.com/circle-community→ Gerry's consultancy (Service Design and Design Research) https://humana.design/________________________BECOME A DIRECTORY MEMBER (IT'S FREE!) and get all of this → FREE Introduction to Journey Management course with Marc Stickdorn & Gerry Scullionhttps://www.thisishcd.com/learning/introduction-to-journey-management→ Discover & Connect with others https://www.thisishcd.com/directory → Claim partner discounts https://www.thisishcd.com/partners → Submit an Article https://www.thisishcd.com/blog+ Coming soon - JOB BOARD, FIND A MENTOR...and more________________________

We are building an independent global network of people doing human-centred work. Create an account, learn, listen, connect and network - for free → https://www.thisishcd.com/signup________________________When you walk into an organisation that does not understand what design really does, your first instinct might be to set up a research phase or propose a design system. But that can wait. In this episode, Gerry Scullion shares three things that actually build credibility in those critical early weeks: being useful to the people around you before advancing your own agenda, adapting your language to fit their world instead of leading with jargon, and documenting every small improvement so you have real evidence when it counts. Credibility is not built on a single presentation. It is built through consistent, visible contributions that make people want to involve designers more often.________________________BRING THIS IS HCD INTO YOUR ORGANISATION→ Train my organisation https://www.thisishcd.com/training→ Video Courses https://www.thisishcd.com/courses→ Private Community (Coaching, Courses, WhatsApp) https://www.thisishcd.com/circle-community→ Gerry's consultancy (Service Design and Design Research) https://humana.design/________________________BECOME A DIRECTORY MEMBER (IT'S FREE!) and get all of this → FREE Introduction to Journey Management course with Marc Stickdorn & Gerry Scullionhttps://www.thisishcd.com/learning/introduction-to-journey-management→ Discover & Connect with others https://www.thisishcd.com/directory → Claim partner discounts https://www.thisishcd.com/partners → Submit an Article https://www.thisishcd.com/blog+ Coming soon - JOB BOARD, FIND A MENTOR...and more________________________

We are building an independent global network of people doing human-centred work. Create an account, learn, listen, connect and network - for free → https://www.thisishcd.com/signup________________________The metrics-driven leader isn't your enemy — but they might be your biggest unlock. Gerry shares a practical approach to translating qualitative insights into the language of KPIs, OKRs, and cost savings, and why winning over this type of leader can amplify your impact across the whole organisation.________________________BRING THIS IS HCD INTO YOUR ORGANISATION→ Train my organisation https://www.thisishcd.com/training→ Video Courses https://www.thisishcd.com/courses→ Private Community (Coaching, Courses, WhatsApp) https://www.thisishcd.com/circle-community→ Gerry's consultancy (Service Design and Design Research) https://humana.design/________________________BECOME A DIRECTORY MEMBER (IT'S FREE!) and get all of this → FREE Introduction to Journey Management course with Marc Stickdorn & Gerry Scullionhttps://www.thisishcd.com/learning/introduction-to-journey-management→ Discover & Connect with others https://www.thisishcd.com/directory → Claim partner discounts https://www.thisishcd.com/partners → Submit an Article https://www.thisishcd.com/blog+ Coming soon - JOB BOARD, FIND A MENTOR...and more________________________Creators & Guests Gerry Scullion - Host

We are building an independent global network of people doing human-centred work. Create an account, learn, listen, connect and network - for free → https://www.thisishcd.com/signup________________________You've done the research. You have the insights. You walk in confident — and it falls flat. In this episode, Gerry unpacks three mistakes designers make when pitching to leadership, including why leading with your methods kills buy-in before you've even started, and what to do instead.________________________BRING THIS IS HCD INTO YOUR ORGANISATION→ Train my organisation https://www.thisishcd.com/training→ Video Courses https://www.thisishcd.com/courses→ Private Community (Coaching, Courses, WhatsApp) https://www.thisishcd.com/circle-community→ Gerry's consultancy (Service Design and Design Research) https://humana.design/________________________BECOME A DIRECTORY MEMBER (IT'S FREE!) and get all of this → FREE Introduction to Journey Management course with Marc Stickdorn & Gerry Scullionhttps://www.thisishcd.com/learning/introduction-to-journey-management→ Discover & Connect with others https://www.thisishcd.com/directory → Claim partner discounts https://www.thisishcd.com/partners → Submit an Article https://www.thisishcd.com/blog+ Coming soon - JOB BOARD, FIND A MENTOR...and more________________________

We are building an independent global network of people doing human-centred work. Create an account, learn, listen, connect and network - for free → https://www.thisishcd.com/signup________________________AI and design — not the hype, not the doom, but the practical reality. Behrad Mirafshar is the founder of Bonanza Design and host of the UX for AI podcast. He's been deep in the weeds using AI in real client projects — from research and data sense-making through to agents, automation and building modern applications. In this conversation, Gerry and Behrad explore why the real value of AI-driven design sits in the research phase, not auto-generated wireframes. They discuss how designers can use AI as a sparring partner and agent ecosystem to move faster through the double diamond, what skills and attitudes will matter most as we head toward 2030, and the tough questions around bias, inclusion, data ownership, and the younger generation using these tools.https://www.bonanza-studios.com/de.linkedin.com/in/behradmirafshar3. Three Key TakeawaysThe real value of AI in design is in research, not wireframes. If you're only using AI to generate screens, you're touching the tip of the iceberg. The power sits in navigating massive datasets, creating blueprints for exploration, and making sense of complexity — but the researcher's instinct and judgement still can't be replaced.AI should make you charge more, not less. Behrad is delivering more value to clients by using AI agents and orchestration tools — and pricing accordingly. The competitive advantage isn't the tool, it's the designer who knows how to wield it with specificity and judgement.In 2030, hiring will be about attitude, not tools. The tools will keep changing every week. The designers who thrive will be the ones with relentless curiosity, a willingness to go deeper than surface-level prompting, and the ability to keep the human in the loop when AI wants to run the show.________________________BRING THIS IS HCD INTO YOUR ORGANISATION→ Train my organisation https://www.thisishcd.com/training→ Video Courses https://www.thisishcd.com/courses→ Private Community (Coaching, Courses, WhatsApp) https://www.thisishcd.com/circle-community→ Gerry's consultancy (Service Design and Design Research) https://humana.design/________________________BECOME A DIRECTORY MEMBER (IT'S FREE!) and get all of this → FREE Introduction to Journey Management course with Marc Stickdorn & Gerry Scullionhttps://www.thisishcd.com/learning/introduction-to-journey-management→ Discover & Connect with others https://www.thisishcd.com/directory → Claim partner discounts https://www.thisishcd.com/partners → Submit an Article https://www.thisishcd.com/blog+ Coming soon - JOB BOARD, FIND A MENTOR...and more________________________Creators & Guests Gerry Scullion - Host

We are building an independent global network of people doing human-centred work. Create an account, learn, listen, connect and network - for free → https://www.thisishcd.com/signup________________________What does psychological safety actually feel like when it's present? And what quietly erodes it? In this episode, Louise Dennison O'Shaughnessy — Director of Mental Health and Wellbeing at EHS International — joins Gerry to unpack the behaviours that damage teams: unclear roles, poor communication, and toxic high performers who get a pass because of their output. They dig into negativity bias (80% of our thoughts are naturally negative), why busyness can become addictive, and practical ways to build healthier boundaries with work and technology. If you've ever felt overworked, unheard, or stuck in the wrong environment — this one's for you.________________________BRING THIS IS HCD INTO YOUR ORGANISATION→ Train my organisation https://www.thisishcd.com/training→ Video Courses https://www.thisishcd.com/courses→ Private Community (Coaching, Courses, WhatsApp) https://www.thisishcd.com/circle-community→ Gerry's consultancy (Service Design and Design Research) https://humana.design/________________________BECOME A DIRECTORY MEMBER (IT'S FREE!) and get all of this → FREE Introduction to Journey Management course with Marc Stickdorn & Gerry Scullionhttps://www.thisishcd.com/learning/introduction-to-journey-management→ Discover & Connect with others https://www.thisishcd.com/directory → Claim partner discounts https://www.thisishcd.com/partners → Submit an Article https://www.thisishcd.com/blog+ Coming soon - JOB BOARD, FIND A MENTOR...and more________________________Click here to watch a video of this episode.

We are building an independent global network of people doing human-centred work. Create an account, learn, listen, connect and network - for free → https://www.thisishcd.com/signup________________________It's 2026! We are BACK and so bloody excited to kick off this year with one of my favourite conversations from the end of last year. Quite simply, this conversation and connection has changed my life.About this episodeDr. Rami Kaminski, psychiatrist and author of "The Gift of Not Belonging," explores why some people are wired as "otherverts" - individuals who cannot be shaped by group identity. This conversation reveals how otherness isn't a flaw but a genuine gift, offering insights into emotional freedom, empathy, and what happens when we stop trying to fit into systems never built for us.Linkshttps://www.othernessinstitute.com/the-gift-of-not-belonging/Take the Test3 Key TakeawaysWe're all born as non-belongers - Babies have no sense of nationality, religion, or group identity; cultural conditioning teaches us what to belong to, not just that we should belong.True empathy requires eliminating yourself. Real empathy isn't putting yourself in someone's shoes, but temporarily ceasing to exist with your preconceived notions to truly see through another's eyes.The dark side of belonging is tribalism - While community has benefits, the need for group identity enables tribalism, silent majorities, and historical atrocities when people outsource their morals to the group.________________________BRING THIS IS HCD INTO YOUR ORGANISATION→ Train my organisation https://www.thisishcd.com/training→ Video Courses https://www.thisishcd.com/courses→ Private Community (Coaching, Courses, WhatsApp) https://www.thisishcd.com/circle-community→ Gerry's consultancy (Service Design and Design Research) https://humana.design/________________________BECOME A DIRECTORY MEMBER (IT'S FREE!) and get all of this → FREE Introduction to Journey Management course with Marc Stickdorn & Gerry Scullionhttps://www.thisishcd.com/learning/introduction-to-journey-management→ Discover & Connect with others https://www.thisishcd.com/directory → Claim partner discounts https://www.thisishcd.com/partners → Submit an Article https://www.thisishcd.com/blog+ Coming soon - JOB BOARD, FIND A MENTOR...and more________________________Creators & Guests Gerry Scullion - Host Dr Rami Kaminski - Guest Serdar Mele - Editor Stef Murphy - Producer

We are building an independent global network of people doing human-centred work. Create an account, learn, listen, connect and network - for free → https://www.thisishcd.com/signup________________________In this episode of This is HCD, Gerry Scullion is joined (again!) by service design pioneer Marc Stickdorn – recorded right after they both spoke at SD in Gov in Edinburgh.We walk (literally) through the current state of service design, why so many teams feel stuck, and how journey management can help organisations move beyond one-off projects to achieve truly systemic change.We talk about:How to scale service design beyond a single team and embed it organisation-wideJourney management, service architecture and “journey ops” – and why naming really mattersBuilding scaffolding for long-term impact (using the Dublin City Council work as an example)How to speak the language of leadership and show measurable ROIWhy stealth projects can be your best way to build credibilityThe role of AI and tooling – where it helps, and where it’s genuinely dangerousWhy leaders can’t outsource understanding to an algorithmIf you’re trying to move service design from nice decks to real organisational change – in public services or the private sector – this episode is for you.🔗 Links mentioned– Marc’s upcoming book & community: https://www.thisisjourneymanagement.com– Smaply blog & resources: https://www.smaply.com________________________BRING THIS IS HCD INTO YOUR ORGANISATION→ Train my organisation https://www.thisishcd.com/training→ Video Courses https://www.thisishcd.com/courses→ Private Community (Coaching, Courses, WhatsApp) https://www.thisishcd.com/circle-community→ Gerry's consultancy (Service Design and Design Research) https://humana.design/________________________BECOME A DIRECTORY MEMBER (IT'S FREE!) and get all of this → FREE Introduction to Journey Management course with Marc Stickdorn & Gerry Scullionhttps://www.thisishcd.com/learning/introduction-to-journey-management→ Discover & Connect with others https://www.thisishcd.com/directory → Claim partner discounts https://www.thisishcd.com/partners → Submit an Article https://www.thisishcd.com/blog+ Coming soon - JOB BOARD, FIND A MENTOR...and more________________________Click here to watch a video of this episode. Creators & Guests Gerry Scullion - Host Marc Stickdorn - Guest

We are building an independent global network of people doing human-centred work. Create an account, learn, listen, connect and network - for free → https://www.thisishcd.com/signup________________________[00:00] How AI is changing search behaviours - users still defaulting to Google[02:15] The return of the UX generalist - broad skills becoming more valuable[03:45] New tools spotlight: Affinity Suite now free, Ordinary site builder[05:30] Designer exposure and effectiveness connection[06:45] Systems thinking and leadership responsibilities[07:30] Interface patterns: Hamburger menu recognition study[08:15] Disability tech innovations driving broader design solutionsKey Resources:• AI Search Behaviour Research - Nielsen Norman Group study on changing user patterns• Return of the Generalist - NNGroup video on AI's impact on UX careers  • Affinity Suite - Free creative tools via Canva acquisition (from Dense Discovery)• Ordinary - One-page site builder for quick concepts• Hamburger Menu Study - Updated NNGroup research on icon recognition• Disability Tech Innovations - Mashable roundup of breakthrough startupsSources:• Nielsen Norman Group Newsletter• Dense Discovery #365• Sidebar.io Daily Links• MashableLinks:• How AI Is Changing Search Behaviors: https://link.nngroup.com/ai-changing-search-behaviors• Return of the Generalist: https://link.nngroup.com/return-of-the-generalist  • Hamburger Menu Recognition: https://link.nngroup.com/hamburger-menu-icon-recognizability• Ordinary Site Builder: https://ordinary.website• Affinity Suite: Referenced in Dense Discovery• Exposure as a Designer: hvpandya.com• Systems Leadership: hazelweakly.me• Disability Tech Startups: mashable.com________________________BRING THIS IS HCD INTO YOUR ORGANISATION→ Train my organisation https://www.thisishcd.com/training→ Video Courses https://www.thisishcd.com/courses→ Private Community (Coaching, Courses, WhatsApp) https://www.thisishcd.com/circle-community→ Gerry's consultancy (Service Design and Design Research) https://humana.design/________________________BECOME A DIRECTORY MEMBER (IT'S FREE!) and get all of this → FREE Introduction to Journey Management course with Marc Stickdorn & Gerry Scullionhttps://www.thisishcd.com/learning/introduction-to-journey-management→ Discover & Connect with others https://www.thisishcd.com/directory → Claim partner discounts https://www.thisishcd.com/partners → Submit an Article https://www.thisishcd.com/blog+ Coming soon - JOB BOARD, FIND A MENTOR...and more________________________

We are building an independent global network of people doing human-centred work. Create an account, learn, listen, connect and network - for free → https://www.thisishcd.com/signup________________________We’re on the Royal Mile in Edinburgh for a walking conversation with Lucy Kimbell — engineer-turned-artist-turned-academic, and one of the sharpest observers of how design actually lands in government.Lucy has spent over 20 years moving between design, art, academia, and public administration. She’s worked with the UK Government’s Policy Lab, contributed to the recent Public Design Evidence Review, and now teaches and researches at the intersection of design, policy, and futures. We caught up whilst both of us were speaking at SD in Gov Conference in Edinburgh, in September 2025!In this episode, we get real about three big themes:1️⃣ Public design – what it actually isLucy untangles the messy overlap between policy design, service design, content design, digital, UX and more — and explains why public design centres' legitimacy and accountability to citizens, not just delivery metrics.2️⃣ Conditions for good service design in tough timesWe talk about inclusion, accessibility and co-creation, but also the hard stuff most conferences skip: politics, ideology, austerity, AI “silver bullets” and what scaffolding leaders need so design doesn’t get crushed by budget cuts or tech solutionism.3️⃣ Careers with impact in uncertain worldsFrom appropriate technology and feminist theatre to business schools, labs and policy work, Lucy shares the three habits that have shaped her path: curiosity, experimentalism and critical reflection — and how they help designers work further upstream with policy and senior leadership.🎧 In this episode, you’ll hear:How “public design” emerged as a term and why legitimacy mattersWhy institutions are struggling — and what that means for designersThe uncomfortable role of politics in design for the public sectorHow AI, venture capital and big tech are reshaping government expectationsPractical advice for designers who want more impact in government and civic spacesA preview of Lucy’s upcoming book on futures for design🏰 We recorded this while walking the Royal Mile up to Edinburgh Castle — if you’re listening on audio, jump over to YouTube to get the full sense of place and atmosphere (yes, including a bit of rain!).LinksCabinet Office (2025). Public Design Evidence Reviewhttps://www.gov.uk/government/publications/the-public-design-evidence-review Service Innovation Handbook (2014) by Lucy Kimbellhttps://www.bispublishers.com/the-service-innovation-handbook.html Substack for upcoming book Futures for Design: Scenarios for Uncertain Worldshttps://substack.com/@lucykimbell Academic publications (open access) - https://researchers.arts.ac.uk/1178-lucy-kimbell/________________________BRING THIS IS HCD INTO YOUR ORGANISATION→ Train my organisation https://www.thisishcd.com/training→ Video Courses https://www.thisishcd.com/courses→ Private Community (Coaching, Courses, WhatsApp) https://www.thisishcd.com/circle-community→ Gerry's consultancy (Service Design and Design Research) https://humana.design/________________________BECOME A DIRECTORY MEMBER (IT'S FREE!) and get all of this → FREE Introduction to Journey Management course with Marc Stickdorn & Gerry Scullionhttps://www.thisishcd.com/learning/introduction-to-journey-management→ Discover & Connect with others https://www.thisishcd.com/directory → Claim partner discounts https://www.thisishcd.com/partners → Submit an Article https://www.thisishcd.com/blog+ Coming soon - JOB BOARD, FIND A MENTOR...and more________________________Click here to watch a video of this episode. Click here to view the episode transcript. Creators & Guests Gerry Scullion - Host Lucy Kimbell - Guest Stef Murphy - Producer Serdar Mele - Editor