“What happens when design grows up?”
Summary
In this episode, Julia and I explore what happens when design grows up — as systems thinking, organisational politics, and industry shifts reshape what it means to do meaningful work. Julia Petretta, an experienced Product Design Leader, has shaped digital experiences across startups and global consultancies — from Welltech and Plum to Accenture, Infinity Works, and Meta’s Oversight Board. With a background spanning UX, service design, and strategy, they’ve led teams, built design practices, and driven AI-powered, user-centred innovation across complex products and services. We talk about finding your voice, designing relationships (not just interfaces), and challenging the myth that design always “makes the world better.” From the disintegration of UX to the rise of product thinking, it’s an honest look at where our craft stands — and how to stay grounded through art, nature, and reflection.
Guest
Julia Petretta – LinkedIN
Dave Stewart — The Work Is Never Just the Work
Basecamp — https://basecamp.com/shapeup
https://medium.com/design-bootcamp/thinking-paradigms-in-ux-feec562324ee (systems thinking in design)
Host
Danny Hearn – linkedIN
Chapters
00:00 Intro + the “design helps people” myth
01:01 Finding a voice on stage
07:37 Systems thinking (interrelated parts & loops)
12:16 Why product: constraints that focus the work
16:47 NHS co-design example (multi-actor journey mapping)
21:05 Monday-morning application: boundaries & x-functional views
25:26 Culture/politics: hard conversations vs quick fixes
31:40 Industry shifts & AI waves
37:05 Airbnb ripple effects, scale distortion & reviews
42:22 Generalists, Figma polish, and AI “taste”
48:05 Cautious hope: shaping from the inside
49:13 Grounding practices: dog, nature, yoga, art
