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The challenge isn’t finding opportunity; it’s finding the right one and prioritizing it. Lately, I’ve preferred having one-on-one conversations with peers, asking, ‘What’s your biggest challenge right now?’ or ‘Can I join a team meeting?’
Design’s hidden power: Focusing inward for impact
We hosted a thought-provoking panel exploring how design isn’t just for customer impact—it’s a powerful tool for shaping how organizations function internally. From improving workflows to fostering collaboration and culture, the same human-centered design methods used to build exceptional products can also drive meaningful change behind the scenes.
We brought together experts that are currently applying these principles in their own organizations. The discussion included Yvonne Tran of The New York Times, Joe Jancsics of Wells Fargo, and Shani Sandy of IBM. Drawing from years of hands-on experience, the panelists reaffirmed that design is more than a tool for aesthetics or product development, it’s a core driver of meaningful organizational transformation. They offered practical advice on how to identify opportunities for improvement, gain alignment across functions, and use design to drive lasting impact within teams and throughout entire companies.
Keep reading for more in-depth takeaways from this insightful discussion!
01 Thought partnership as a tool for alignment
Designers who take on the role of collaborator and who co-own business challenges with their peers are more likely to realize successful initiatives. When designers can understand the pressures, fears, and aspirations of their stakeholders, they can better support them. It’s often misalignment or assumptions—whether in vision, priorities, or understanding—that create friction between stakeholder groups and stall progress. Through traditional design techniques of empathy, inquiry, and synthesis, designers can surface conflicting assumptions, map divergent mental models, and realign teams around shared goals. In doing so, they blur boundaries between roles and disciplines allowing for a deeper understanding of each other’s priorities and perspectives while becoming critical catalysts for strategic alignment and momentum.
02 Visual artifacts must be actionable and appropriately scoped
While visual artifacts such as journey maps and personas have become staples in the design process, the panelists cautioned that not all artifacts are created equal. They discussed how many detailed artifacts fail to drive action because they are too complex for stakeholders to meaningfully engage with. Instead, they recommend lighter weight, audience-tailored tools like “strategic maps” or “day-in-the-life” views, which can effectively communicate the essence of a problem or opportunity. The key is to match the fidelity and focus of the artifact to the needs of the audience, using storytelling and visual structure to create alignment and momentum.
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In my consulting days, clients would take the journey map to the plotter, print it big, hang it on the wall—and six months later, it’s dusty. No one even reads them… I use a strategic map and concept portfolio instead.
03 Longevity and discoverability of design work matters
In large organizations, work often risks being forgotten, whether it’s tucked away in a folder, buried in a drive, or lost as teams change. The panelists urged designers to consider the shelf life and accessibility of their artifacts. Tools like AI-driven research summarization (e.g., Notebook LM) were cited as promising ways to improve discoverability and allow others to interact with past insights. However, they also emphasized that long-term impact depends on how well work is communicated and packaged. Clear storytelling, modular documentation, and consistency over time increase the likelihood that design work is reused, revisited, or resurrected when the time is right.
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The work we did came back two years later. Some organizations just move slower… the question is, is the document you made cohesive enough for someone new to pick it up and understand it?
As the panel made clear, design’s hidden power lies in its ability to reveal unseen connections, bring alignment across teams, and create clarity amid complexity. Whether you’re working to streamline internal processes, introduce new capabilities, or influence company culture, design offers a proven set of tools to help navigate and lead that change.
These takeaways illustrate how design can be just as impactful inside the walls of an organization as it is for external customers. At a time when internal systems are growing more complex, and expectations for cross-functional collaboration are higher than ever, designers have a critical role to play in shaping the future of work from within.