DESIGN CAPABILITY THAT OUTLASTS THE ENGAGEMENT

Every engagement ends. What matters is what your team can do the next day.

I help enterprise teams build human-centred design capability. I work alongside your people, until the practice is not something they were taught but something they own.

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WORKED WITH, AND INSIDE

WorkSafe Victoria·Gallagher·AGL Energy·Coles Group·RACV

Proven Track Record

+87

Average participant NPS across HCD bootcamp cohorts

34%

Uplift in team sentiment at WorkSafe, six months after the capability strategy landed

2

Former employers who have since hired me back as a consultant

10+

Years leading design inside ASX-listed corporates, government and member organisations

SERVICES

Four ways in. Start where you are.

KNOW WHERE YOU STAND

Design Maturity and Capability Strategy

I work with your teams and stakeholders to understand what is working, what is not, and what is stopping design from having real impact. Then we lift the standard together, across both the practice and the ways of working, so your people run it without me.

  • Where your design practice actually sits, assessed with the people doing the work
  • What is blocking impact, and what to fix first
  • The case for the design capability you actually need, sized to your organisation
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BUILD THE SKILLS

HCD Training and Coaching

I teach human-centred design on your own complex problems, not case studies, then coach the cohort for three months afterwards as they put the tools to work on real projects.

  • The 2-Day HCD Bootcamp, run on your own complex problems
  • A three-month program with cohort coaching, so your people are not left to work it out on their own
  • Tools and templates your team keeps and reuses
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APPLY THE SKILLS TO A REAL PROBLEM

Workshop Facilitation

I start with the outcome you need, design the session to get you there, and run it so people leave with decisions made, not just ideas captured. Then I show your team how it was built, so they can run the next one.

  • Sessions designed backwards from the outcome you need
  • Neutral facilitation, including when the room disagrees
  • A walkthrough of how the session was built, so your team runs the next one
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SENIOR CAPACITY INSIDE YOUR TEAM

Embedded Design Leadership and Delivery

I step into your team as a design leader, run the work, and build the people around me so the seniority stays after the contract ends.

  • Senior design leadership inside your team, not advice from outside
  • Research, service design and delivery held to a standard your team can keep
  • Standing up a new design function, or restarting one that has stalled
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TESTIMONIALS

In their words.

“Sammi was a joy to work with. She clearly identified gaps and opportunities for capability growth and delivered a training strategy to uplift WorkSafe's design capability. After 6 months we noted a strong uplift across the areas identified, received positive stakeholder feedback and saw a 34% uplift in team sentiment which all aligned to the strategy's key metrics for success.”
Andrew Broughton, Head of Design, WorkSafe
“Sammi brings a highly professional and flexible approach, tailoring content to meet the specific needs of our teams. Participants consistently praised her engaging facilitation style and her ability to connect training concepts to real-world challenges. The sessions were practical, insightful, and clearly designed to drive meaningful business outcomes and enhance customer experience.”
Blessie Javellana, Head of Customer Experience, AGL

Organisations I have worked with, and inside

Ten years across insurance, utilities, government and member organisations.

WorkSafe VictoriaGallagherAGL EnergyColes GroupRACV

Most design work dies in the handover.

I have watched it happen my whole career. The research is good, the recommendations are sound, then the thinking leaves with the person who did it, and the organisation is holding a document nobody knows how to act on.

That is why I spent a decade as an internal design leader. Inside, I was the one who had to turn insight into action, then defend it, resource it and ship it. I came up through project management as well as design, so I do not hand over work that cannot move into delivery.

I built AGL's design function from scratch and grew it into an enterprise capability. At RACV the function already existed, so I doubled the team, embedded design QA to lift the quality of what they were shipping, and scaled the practice so projects touching the customer experience took a design-led approach.

I do that work from outside now, for two kinds of people: executives who have invested in design and want greater impact from it, on customer experience and on business outcomes; and design leaders who know what design is worth and need help making the case upward so they can scale.

The design QA I embedded at RACV is still in place. The CX architecture I delivered at AGL still aligns the organisation around its customer experience. Both have restructured since I left. I have been gone for years. The work stayed.

Both have since brought me back as a consultant, not to rebuild what I left, but for new work.

Sammi Hinds, founder of RuminX, in Melbourne
Sammi Hinds, founder. Melbourne.

FAQ

The questions I get asked first.

Large, complex ones, mostly: ASX-listed corporates, government agencies and member organisations. The common thread is not size. It is an organisation that has invested in design and wants more from it, or wants to build the capability for the first time.

I am not industry-specific. Most of my experience is in insurance, utilities, government and member organisations, and the method carries across sectors because it starts with your customers and your problems, not an industry playbook.

It depends on what you need. A workshop can be a single day. The 2-Day HCD Bootcamp runs as a three-month program. Maturity work starts with several weeks of immersion. Embedded leadership runs as long as the work needs, and I am always working towards your team not needing me.

It starts with immersion: interviews with your designers, leaders and stakeholders, observation of how the work actually gets done, and a deep dive into your tools and ways of working. You end up with two things that stay: a baseline maturity model your team owns, and a capability strategy with success measures agreed upfront.

A 2-Day Bootcamp run on your own complex problems, followed by three months of cohort coaching as your people apply the tools to real projects. Certification comes at the end of the three months, once participants have shown the method working in their everyday roles.

No. The best cohorts are deliberately mixed: any level, any function. This is about learning to solve complex problems, and diversity of thought is how they get solved.

That question is the reason RuminX exists. My background before design was in project management, so everything I hand over is built to move into delivery: decisions with owners, work your teams can act on, and the capability to carry it forward.

Yes. Some engagements start exactly there: a design leader who knows what design is worth and needs help making the case upward. I help build the case for the capability, the structure and the investment, in the language executives understand. That work can stand alone.

Yes. Coaching sessions and single-topic deep dives can run virtually if preferred. The 2-Day Bootcamp is the exception: it works best face to face, in one room, because immersion is part of the design.

A 30-minute conversation. Bring the problem, or the outcome you have in mind, and I will tell you honestly whether I am the right person for it and where I would start.

Let's Connect

Tell me where your team is stuck. Thirty minutes, no deck, and a straight answer.

sammi@ruminx.io

Most of my work is in Melbourne and Geelong, and I work Australia-wide when the engagement calls for it.

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