Abby Nelson | Design Leadership

Sharing moments, articles and more on design leadership

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Wicked Design Problem: Endless Email Notifications

My inbox is a constant reminder of how communication can be both essential and overwhelming. On one hand, email keeps us connected for work, school, and personal life. On the other hand, constant notifications, spam, and promotions pile up so quickly that it feels impossible to manage.

This is a wicked design problem because no single solution actually works for everyone. Filters and folders help some people, but they confuse or frustrate others. Unsubscribing reduces clutter for a while, but more messages always find their way back in. The problem connects to deeper issues like digital overload, productivity culture, and even our anxiety about “always being available.”

No matter how many apps or updates claim to fix email stress, it never seems solved 

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"Even Though Its Water Isn’t Special - Liquid Death Water Sells"

Liquid Death, the brand that sells water in beer cans, reached a $1.4 billion valuation in 2024. With over 10 million social media followers, it’s now one of the most followed beverage brands in the world—trailing only Red Bull and Monster.

What’s fascinating is how they built this identity. Unlike luxury water brands such as Evian, Smartwater, or Fiji, Liquid Death never talks about electrolytes, pH balance, or source location. Instead, they’ve leaned fully into brand personality, culture, and entertainment to stand out in a crowded market.

It’s a reminder that design leadership in branding isn’t always about the product features—it’s about creating an emotional connection that makes people want to belong to the brand.

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Invasive. Overwhelming. Annoying.

These are words too often used to describe marketing today, but that’s not what it’s meant to be. Quantum Marketinglooks to a future where technology and creativity come together to create personalized, enjoyable, and trustworthy experiences for consumers.

Raja Rajamannar, Mastercard’s Chief Marketing and Communications Officer, shares this vision in his TEDx talk

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One idea that stood out to me from Magnolia’s culture values is the balance of creativity and logic.

This stood out to me as an example of design leadership because it shows the importance of blending strategy with creativity. Logic gives us structure and clarity, while instinct and creativity allow for innovation and differentiation. When both are present, the end result is more meaningful, memorable, and impactful.

I also love this line from the Magnolia Manifesto: “We believe that each day is a gift and that everyday miracles are scattered about if only we have eyes to see.”

It’s a reminder that great design leadership isn’t just about solving problems—it’s also about being open to inspiration, noticing the details around us, and finding meaning in the everyday.

Credit: Magnolia

https://www.linkedin.com/posts/magnolia-_magnolia-culture-values-season-1-episode-activity-7368686974351659013-bqy-?utm_source=share&utm_medium=member_desktop&rcm=ACoAABlRy6MBOgrRgjJ6qOgUwlIXRoWmTyF2liI

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Strategy Study: How Dyson's Innovation Became Its Key To Success

Dyson has grown exponentially from trialing 5127 vacuum cleaner prototypes over a number of years to becoming the go-to choice for office an

I love this reminder from Dyson: “Be inquisitive, be hungry, be on the lookout for opportunities.”

Dyson inspires me as an example of design leadership. They didn’t just create a better vacuum; they completely reimagined what an everyday product could be. From usability and aesthetics to performance and problem-solving, they challenged assumptions and set a new standard for innovation.

To me, that’s the power of being inquisitive and hungry: asking questions, seeing opportunities where others don’t, and having the courage to design something that changes expectations.

It’s a mindset I try to carry with me in my own work, whether in marketing, branding, or strategy. Because real leadership in design isn’t just about what we make, it’s about shaping how people experience and connect with the world around them.

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A couple of years ago, I had the opportunity to work on a project at Standlee that I’m still so proud of today. At the end of the day, everything we do, from marketing to farming, is about providing quality forage for horses (and other animals). This campaign was all about sharing the story that premium forage is essential for premium performance, and being able to tell it through the perspective of the most elite in the industry was a dream come true.

That’s why the tagline, “Grown for the Life We Love!” resonates so deeply.

This was more than just creating campaigns, it was a true team effort that positioned Standlee as both an educator and a partner in animal nutrition. To me, that’s design leadership: not just creating visuals, but strategically shaping how customers understand, trust, and connect with a brand on a deeper level.