Design Leadership | Strategic HCD | CX/UX/Service Design 

I'm Dan Bradley, a Strategic Design Leader with twenty years of experience fixing expensive problems for some of Australia's biggest organisations.

I get to root causes fast. Then I build an evidence base for executive decision-making, moving rapidly from defining the true problem to shaping the opportunity space, designing the solution and leading the teams that deliver it.

Skilled at engaging stakeholders and bringing them on the journey, my work sits at the intersection of strategy, human-centred research, service design and entrepreneurial execution.

It's a combination that consistently turns problems into revenue opportunities - and why my projects pay for themselves.

Recent work:


At Bupa APAC as Head of Enterprise Experience Design, I was part of the Customer Transformation Office - Scaling a team from 6 to 30+, to build 'an internal consulting group' innovating dgital healthcare services for 4.7 million customers across 42 Agile squads.

We built the enterprise's first Research Repository - turning scattered Research Reports into a a $6M strategic asset saving $1M annually.

I led the team building Bupa's first AI assistant, reducing manual effort by 300%.

Secured $1.9M to transform accessibility across all digital services, training up over 140 designers and developers to ensure accessible digital services met WCAG global standards.

At NAB I led the Credit Card CX transformation that won Good Design Australia Gold: saving $1.2M in year one, eliminating 86 tonnes of paper and transforming financial literacy for 300,000+ customers.

At Principals I launched a national Strategic Design practice winning work across Australia, New Zealand and the US - including for:

  • RACGP (300% member experience uplift in 6 months across 11 countries),
  • NSW and Vic Government,
  • CHEP global portal (90,000 monthly users)
    ...and NAB Home Loans and Complaints.

At Eliza I co-founded a human-centred design practice that won work and served Bankwest, RAC, Optus and Silverchain before moving East to join Principals.

Learn more here https://www.linkedin.com/in/danbradleycreative/


I've spent 20 years at the intersection of business, design, technology - and the humans using it. I've solved complex problems for organisations, large and small. The one thing that united them was a desire to understand the root cause - and build a better business.


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Dan Bradley GAICD  |  Strategic Design Director  |  hello@xen.global  |  LinkedIn

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We acknowledge the Traditional Custodians of the lands on which we work across Australia. We pay our respects to their Elders past, present and emerging. Sovereignty was never ceded.