Founders' Forum

The Power of Design: How Nicole Dery is Driving Climate Tech Innovation

• Marc Bernstein / Nicole Dery, MAA, PMP • Episode 93

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How can design shape a more equitable and regenerative future? In this episode, we sit down with Nicole Dery, founder of Allelo Design, to explore the power of design research in tackling complex challenges. With a background in anthropology and a passion for understanding the interactions between people and their environment, Nicole has spent her career applying research-driven design to create meaningful change.

We dive into the role of design research in policy, technology, and climate impact, as well as how Allelo’s collaborative approach prioritizes partnerships over competition. Nicole shares how her company builds a strong, people-first culture by actively involving team members in decision-making, evaluating impact, and fostering a sense of shared purpose.

Key Takeaways:

  • The connection between anthropology, design, and driving real-world change
  • How design research informs problem-solving and innovation across industries
  • Why partnership and collaboration are essential in the climate tech space
  • How Allelo Design fosters a strong, engaged company culture
  • The role of intuition and self-awareness in leadership and decision-making

At Allelo, design isn’t just about aesthetics—it’s about creating tools that empower other businesses to make a lasting impact. Whether you're in design, entrepreneurship, or climate tech, this episode offers valuable insights into how thoughtful research and collaboration can shape the future.

Tune in now to learn how design can be a catalyst for meaningful change.

About Nicole Dery, MAA, PMP:

Nicole Dery is a design strategist and founder of Allelo Design, a user experience and interaction design studio helping climate tech companies create digital products that drive positive impact. With over 17 years of experience leading human-centered research and design initiatives across Fortune 500 companies, government agencies, and startups, she combines her training as an applied anthropologist with her passion for using design to tackle complex challenges like climate change.

Connect:

Website allelodesign.com

LinkedIn linkedin.com/in/nicole-dery

linkedin.com/company/allelo-design

Instagram instagram.com/shiftmakersclimate

TikTok tiktok.com/@shiftmakers

YouTube youtube.com/@ShiftMakersClimate

This episode is brought to you by Allelo Design; digital product design for ClimateTech. Go to allelodesign.com to learn more.

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Announcer:

The following programming is sponsored by Marc J Bernstein. The views expressed do not necessarily reflect the views of this station, its management or Beasley Media Group. Entrepreneur, founder, author and financial advisor, Marc Bernstein helps high-performing business owners turn their visions into reality. Through his innovative work and the Forward Focus. Forums, Marc connects entrepreneurs to resources that fuel their success. Forums Marc connects entrepreneurs to resources that fuel their success. Founders Forum is a radio show and podcast where entrepreneurs share their journeys, revealing the lessons they've learned and the stories behind their success. Join Marc and his guests for a mix of inspiration, valuable insights and a little fun. Now let's dive in.

Marc Bernstein:

Good morning America. How are you? Ange continues to be out from surgery, recuperating. We wish her well. Have Jess Hallahan with us today as co-host. Jess has been here before and she is Stress Less with Jess. Jess is what I call her. It was the name of her podcast, which I think you can still find out there. I'm bugging her to try to get back to doing that, because I think it's a great idea and I want her to be part of our podcast family and also Journey to Yourself is her company, and so we'll start out the conversation and I'll introduce Nicole in a minute.

Marc Bernstein:

But my story today, what's on my mind, is that I got sick again and it's driving me crazy, and the quick story was we were traveling. I got back late at night from Florida. I had a full day on that Tuesday, which was two weeks ago, and a full day Wednesday into the evening, full day Thursday, and by Friday I wasn't feeling well, and so I'm starting to see a pattern, because I think it's happened two or three times this year already and I'm realizing that. You know, I allow this to happen to myself. Of course, it's harder on planes these days because everybody's got all kinds of stuff. I've gotten COVID twice, I think that way, but this turned out just to be a common cold. But the symptoms were worse at times than having COVID a couple days ago and my throat's still a little funky. So Jess is going to help me out.

Marc Bernstein:

I may get quiet during the show today, which some people might really enjoy, or I might have a lozenge in my mouth and I was telling the ladies in the studio with me that Bill Clinton does it all the time. You can hear him when he speaks, so I may have to get away with that. Anyway, it felt like I had glass in my throat. It was so bad. A couple days ago Went to urgent care. They said you don't have strep throat, you have a cold. So I'm like, why does this keep happening? And I can see what happened and I see what I have to do going forward to protect against that. Jess, thoughts on that, since you're helping people deal with stress all the time.

Jessica Hallahan:

You know I have thoughts on this. So, first off, you know our physical response is our first response. We have to really start to listen to our bodies, and so my mindset is your body is telling yourself that you need to find that time to relax in between things. And we're always on this go go go mindset, whether it's like okay, I just got back from Florida, so now I have to make up for all the time that I missed. And so now I'm on this go go go mindset. And before Nicole and I hopped on today, we talked about the transition period, and so are you setting a transition period from vacation, but also when I come home from work or when I'm switching different hat songs? We all have multiple hats, so are you giving yourself those transition periods?

Marc Bernstein:

FOMO is a factor too, so everyone knows what that is right. Yes, so you know, it runs in my family. It's like genetic, so don't want to miss anything. But I do realize that because I do pay attention to the physical symptoms. The problem is I didn't have them for a few days. I was like, oh, this is going great, I did this pretty well, and then boom, you know that's what happens.

Marc Bernstein:

It's the stress. After the stress is what I always say, right and, nicole, your thoughts. I know you have thoughts on this as well.

Nicole Dery, MAA, PMP:

I sure do. As someone who also likes to live a very full life, I can appreciate the need for paying attention to rest, even though sometimes it's not what we want to do. And the way I've found success in doing so in my own very full, very hectic world is by doing a few things like scheduling in every quarter a couple of days to completely unplug. And then, in your situation where you're like traveling and back-to-back meetings and going from one thing to another, those also can include a little 10-minute meditation or a tiny little break here and there, just with your cup of coffee and no computer or phone, to do a little resetting, calming down. It's hard, though.

Marc Bernstein:

I have talked on the show and Jess knows this, I actually meditate twice a day religiously. I'm good about that's the one thing I'm good about, but that. So because of that I think I can keep going, going, going, going. So it's not the whole answer, it's part of the answer.

Nicole Dery, MAA, PMP:

Absolutely.

Marc Bernstein:

So well, thank you, nicole. So our guest today is Nicole Dery, Dery right M-A-A-P-M-P, because I never really asked you how to say your last name properly, but it's Dery.

Nicole Dery, MAA, PMP:

That's it, you got it.

Marc Bernstein:

Founder and principal of Allelo Design. I said that right too, and her cell number is no, I'm kidding, it's on my sheet, I'm just joking. So Nicole Dery is a design strategist and founder of Allelo Design, a user experience and interaction design studio helping climate tech companies create digital products that drive positive impact. I just have to stop. I love this. We're having so many people on the show, young people. This is so encouraging to me that lots of these very industrious businesses like yours are about, you know, creating positive impact on the world and climate. I think it's something we really have to watch out for and I think it's great. So, with over 17 years of experience leading human-centered research and design initiatives across Fortune 500 companies, government agencies and startups, she combines her training as an applied anthropologist, which is very interesting, with her passion for using design to tackle complex challenges like climate change. So welcome Nicole.

Nicole Dery, MAA, PMP:

Thank you, great to be here.

Marc Bernstein:

Give us a little history of how you got there. You know your education, your background and what led you to start this company.

Nicole Dery, MAA, PMP:

Sure. So, as we were just chatting about, I'm a Southerner.

Marc Bernstein:

There it is. That's what I want to be.

Nicole Dery, MAA, PMP:

Born and raised in North Carolina. I actually am a high school dropout, although I have a master's degree and quite a lot of educational training at this point in life.

Marc Bernstein:

But I had a kind of a so you dropped out, went back to school.

Nicole Dery, MAA, PMP:

I dropped out, went back to school. Yeah, I had a challenging childhood. I was kind of a wild child.

Marc Bernstein:

And let's get into that a little bit.

Nicole Dery, MAA, PMP:

School saved me. Let's talk about that. School saved me. When I went back to school, I was more of a young adult and I had been in the workforce a while so I could appreciate the value of school. I fell in love with anthropology because it was about everything and I'm interested in everything speaking of FOMO because it was about everything and I'm interested in everything speaking of FOMO. So I studied it, went on to graduate school. Anthropology is about the study of humans, meaning it could be about anything, and I got really interested in the interaction between people and their environment. So I started studying that in graduate school and afterwards I worked in academia looking at how the interactions between people and their environment affected things like policy. Then I got into design because I was very interested in using the knowledge that these research methods could generate to actually drive positive change.

Marc Bernstein:

Did you study design, mm-hmm, okay.

Nicole Dery, MAA, PMP:

And I've always worked in design as a researcher. Design research is a very important component of design. Many people who are designing things need to understand what they're designing for and the future that they're designing for is dependent on what the current state is and the problems people are experiencing in the current state. So you have to have a really solid knowledge of the current state in order to design well. So yeah, I've worked in design research my whole career, lots of different contexts, consulting government, small firms.

Marc Bernstein:

So what prompted you to start this company?

Nicole Dery, MAA, PMP:

Well, during the pandemic I was working with Ernst Young in a design studio that they run.

Marc Bernstein:

Were you a contractor then, or you were employed by Ernst Young?

Nicole Dery, MAA, PMP:

I was employed by Ernst.

Nicole Dery, MAA, PMP:

Young for several years Interesting and I was working with one of the organizations that was working on the vaccine for the pandemic, and so it was extremely high intensity, which always was the case in consult big four consulting. But this particular project was extremely high intensity because they needed to completely transform their digital operations for their manufacturing for the vaccine, and it was under a lot of time pressure because obviously people were dying and we needed to generate the ability to manufacture these vaccines and distribute them at scale. That work both exhausted me and thrilled me, and so, when everything started to calm down a bit, I decided that I wanted to use this power that I knew existed in design and in design research and in digital design to continue to have an impact like that work did.

Marc Bernstein:

So I started Allelo. So this is a post-pandemic company then.

Nicole Dery, MAA, PMP:

Yeah, well, we started in 2022. Gotcha. Yeah we're pretty new Interesting Jess, would you in?

Marc Bernstein:

2022. Gotcha, yeah, we're pretty new Interesting. Jess, would you like to take up from here?

Jessica Hallahan:

Yeah, of course. Of course. This is so amazing what you're doing. Thank you for what you're doing. Can you explain a little bit of how you're helping them create an impact?

Nicole Dery, MAA, PMP:

Yes, so we're working with climate technology companies, and they're generally aiming to have some sort of impact by the very nature of what they're doing. So an example would be a tool that we recently redesigned, which is enabling people to do energy audits who aren't trained energy auditors, so it's like making energy audits easily accessible to anyone.

Marc Bernstein:

Somebody within a company is an example.

Nicole Dery, MAA, PMP:

Somebody within a company or somebody. They're for commercial. They're for small commercial buildings. These audits there's audits are different. There are different kinds of them. So this is for small commercial buildings, so somebody within a community could go in and do an audit, for example, of their church or their community center. Um, so it's basically enabling people to do these energy audits, which are very difficult and expensive and inaccessible for some communities. So they're not only having an impact on carbon emissions because the energy audit gets done and savings are identified, but they're also having an impact on the communities because people have access to doing this work in the new energy economy that they wouldn't have otherwise. So that's an example. We helped design that tool. It's basically a digital tool, like an app. Anything that you might use on your phone you could think of as an analog. Wow, this is great.

Marc Bernstein:

Good. What does your company look like today? You have a partner, I believe.

Nicole Dery, MAA, PMP:

I do. I have a co-founder, we have about 12 folks that we collaborate with regularly, and we also have a pretty extensive partnership network. We're big believers in, especially in climate. Partnership is more important than competition, so we're very connected to other agencies that do adjacent work like branding and marketing. We're also connected with organizations and other companies that are engineers and build digital products. We do front end design, so we don't actually build the products themselves.

Marc Bernstein:

Well, I believe you are the future, because collaboration I've had somebody on the podcast before that has her own podcast named Lois Sonstegard, and she works a lot with manufacturers and she works in healthcare and she talks about for a lot of different reasons collaboration is the way forward because that's the way you get the best talent, it's the you know, it's a, it's a way to control costs, it's a way to you know to beat international competition or whatever else is going on. So I think that it's brilliant that you do that. So it really sounds like you're a company of independent contractors and collaborative partners.

Nicole Dery, MAA, PMP:

Yes.

Marc Bernstein:

Interesting. So do you, and this is one Jess may want to explore a little bit, but I just want to ask you about company culture, because I have a sense you still have a culture, oh, yeah. Even though you're not in office and you really don't have employees as such right.

Nicole Dery, MAA, PMP:

We have a very strong company culture and designers in general are pretty committed to having a collaborative culture in any engagement that they're involved in. So it's a norm in the design field for culture to matter and we absolutely care about that.

Marc Bernstein:

What does that culture look like?

Jessica Hallahan:

Yeah, how are you measuring your company culture? Field for culture to matter and we absolutely care about that. What does that culture look like? Yeah, how are you measuring your company culture?

Nicole Dery, MAA, PMP:

How are you saying, like how do I know that you have this positive company culture? Explain a little bit. Well, we do. Measuring is an interesting idea. We talk a lot about measuring because we're interested in understanding impact in what we do, and that involves being able to rigorously assess and measure that impact. And then there are things that are difficult to measure, of course, as you know.

Nicole Dery, MAA, PMP:

So we evaluate the effectiveness of our culture in a number of ways. One of the ways is by asking our clients how they feel about working with our people, and we also ask our people how they feel about working with our clients. They're heavily involved in some of the things that we do to reflect on our culture. Like, at the end of the year we usually do this year-end review where we look back at some of the things that we've accomplished and learned, and they're all heavily involved in shaping that story. They're also involved in deciding which projects we take on. So if we have a questionable project or something that we're trying to evaluate whether or not we should do, we'll ask our designers who might be involved in working on that project if it's something they're interested in contributing to, and they usually have pretty clear and direct answers for us about that, so nobody is really shy.

Nicole Dery, MAA, PMP:

In our group of collaborators. That includes partners too. They'll definitely tell us what they think.

Marc Bernstein:

If you could take three to five words to describe your culture, what would you call it?

Nicole Dery, MAA, PMP:

Oh, supportive, autonomous, independent, effective and I would definitely say collaborative, connected.

Marc Bernstein:

Connected. I love that. That's great, and that's a really great time to take a quick break and be right back on Founders Forum, talking to Nicole Dery.

Announcer:

Calling all climate technology founders out there. Are you ready to scale your impact? But can't justify a full-time chief design officer. To scale your impact, but can't justify a full-time chief design officer. Allelo provides strategic design services that give you executive level leadership and team support when you need it most. They help you evolve your product market fit, build compelling stories that close deals and create irresistible digital user experiences that drive widespread adoption. Their approach combines strategic design leadership with deep user research to help you demonstrate and scale your impact, From refining your positioning with target customers to designing features that make impact tracking seamless. They help your teams transform complex climate solutions into products people want to buy and use. Get the design leadership you need without the full-time overhead. Visit HelloAllelo. com.

Marc Bernstein:

That's H-E-L-L-O-A-L-L-E-L-Ocom, great minds. We're back, just talking about great minds, because Jess is going to take it and she's, as usual, on the right track, so go ahead.

Jessica Hallahan:

We're on the same page, all right, nicole. So growing a business, you were, you know, in the corporate world and you decided to start your own. You know your own journey. What are some challenges that you feel you've overcome from starting a business to where you are now?

Nicole Dery, MAA, PMP:

So many. Well, one of them is learning the value and importance of focus. It's been really challenging not to get pulled in 27,000 different directions every moment of every day and, as a business owner, I'm required to wear many, many hats and know about many aspects of the business beyond just the execution of the work. So that has been a huge challenge. I'm not sure I've overcome it, but I'm in the process of working on overcoming it. There's also always challenges with being able to build the pipeline we.

Nicole Dery, MAA, PMP:

Most of my work previous to starting Allelo was in pharma and consumer goods and financial services, so climate was relatively a fresh start, and building out an entire network and trying to find a place in the climate space has been a challenge, a wonderful and interesting challenge. I'm still working on that one too. But yes, those are some of the key challenges. I would say there are little tiny ones too, like which events should we have a presence? How do you make decisions about things like that and how do you have the right evidence to make those decisions and who do you rely on for guidance? And things like that have always been tricky as well.

Marc Bernstein:

And there must be some trial and error involved.

Nicole Dery, MAA, PMP:

A lot of trial and error, Marc.

Marc Bernstein:

And, as we know from doing this show and from being entrepreneurs ourselves, you learn more from your mistakes often than from your successes. So it's all part of the journey, right?

Nicole Dery, MAA, PMP:

Absolutely.

Marc Bernstein:

So what strengths have you recognized that you? And what's your partner's name?

Nicole Dery, MAA, PMP:

Samantha.

Marc Bernstein:

Samantha, that you and Samantha have to meet these challenges.

Nicole Dery, MAA, PMP:

Yes, one of the strengths that's been most important to lean into is paying attention. I think to and this is a personal thing paying attention to my own signals. Attention to my own signals. Sometimes I'll have an intuition about something, but I'm too busy running around to really hear it. And so one of and this is the hard way ignoring those signals and then realizing oh right, I had a thought about that, I had a feeling about that, I had a thought about that and I ignored it because I was too busy. And then it turned out that I should have listened to that thought. Those moments of just awareness are really important to lean into.

Marc Bernstein:

So we talked about. I might remind you some things we talked about earlier. Sure, when we first talked, and one of your things that you had said was when, in doubt, you're strengthened by your commitment to starts with a P purpose.

Nicole Dery, MAA, PMP:

Oh yes, oh well, then that's so core. It's like I didn't even think of it. It's so fundamental to everything that we do Right, and it drives the decisions about things, which projects to work on, where to invest resources, where to show up. Those are all decisions that are driven by our purpose. I don't know if I mentioned our purpose.

Marc Bernstein:

No, you didn't, so that was my next question.

Nicole Dery, MAA, PMP:

Yeah, our mission at Allelo. So Allelo it comes from the Greek word that means to be in symbiotic relationship, and that's why we named it that because we are in symbiotic relationship with the companies, that we help their product, build their products.

Marc Bernstein:

And you're in partners with them.

Nicole Dery, MAA, PMP:

We are partners with them and we are in a symbiotic relationship. Our design affects their ability to have an impact and their ability to have impact is affected by whether or not we do a good job with our design. So we are interdependent and that interdependence is something to celebrate and it enables us to be a catalyst. So our mission at Allelo is to help use the power of design to create a more equitable and regenerative economy, and we do that by enabling other businesses to have an impact. So that is 100% a driver for what to pay attention to.

Marc Bernstein:

When you talk about design, I don't think I've asked you this before. What are you designing? Are you designing things? Are you designing devices? Are you designing strategies? Are you designing systems? Yep, all the above, all the above.

Nicole Dery, MAA, PMP:

We're designing. User experience is what it's usually called, which is basically there's strategy and technology involved. All of that is feeding how a person interacts with a tool. And we're designing that interaction. What does it feel like when you work with your Nest HVAC setting device?

Marc Bernstein:

So do you have programmers, do you have coders as part of your team?

Nicole Dery, MAA, PMP:

Our designers generally have some coding capabilities, but we work, as I mentioned earlier, with partners, and we work with partners who do the back-end coding for any of the products we work with, and often our clients have their own engineers.

Marc Bernstein:

So you really are designers, and then you have implementers on the outside that are like engineers and coders and things like that. Gotcha Very interesting. This is very interesting. What's really fascinating is the businesses that people are coming up with now are like coming from the ether, you know. It's like your whole thing is, you know the climate and anthropology combined with design, and it's like how would you think of that? But it's like it's really cool that you're doing that. Do you have competition? Are there other companies doing what you do?

Nicole Dery, MAA, PMP:

Oh, yes, many of them.

Marc Bernstein:

Is that right?

Nicole Dery, MAA, PMP:

Interesting, definitely.

Marc Bernstein:

There are a few particularly focused in the climate space, but many, many, many agencies who do user experience design. What would have had to have happened with your company and personally, if you want, excuse me for you to feel that this was a that was a successful 10 year period in your in your career path, life path Great question.

Nicole Dery, MAA, PMP:

Thanks, Marc.

Nicole Dery, MAA, PMP:

So this is related to the impact and purpose of the company.

Nicole Dery, MAA, PMP:

We need to cut emissions to get to net zero by 2050, which means we have to aggressively cut emissions almost in half in the 2020s.

Nicole Dery, MAA, PMP:

So when we talk about 10-year vision, we need to have enabled at least 150 companies to have a significant impact in reducing those emissions over the course of the next 10 years. And in order to do that, we have to pursue quick wins, because there's an urgency to this problem and we need to implement things that are already available to exist, in addition to creating new innovations for things that don't yet exist or things that aren't deployable at scale. So quick wins, aggressive, immediate action are things like increasing efficiency and reducing waste, and there are tons of opportunities to do that in the industries that we focus on, which are energy, transportation and agriculture and land use, and digitization has a huge role to play in there. So we're hoping to get 150 companies to significantly expand their impact in that 10 years If we can do that. So we're hoping to get 150 companies to significantly expand their impact in that 10 years, if we can do that and we're looking back at that, I'm smiling.

Marc Bernstein:

That's very specific and very great, great vision and very hopeful, and you are smiling. It's great.

Jessica Hallahan:

So you made me think. You know, we have these visions, we have these goals and things like that, and we talked a lot about our awareness and all that kind of stuff. So what habits or things do you have to put in place to reach that goal? Oh my, gosh, definitely.

Nicole Dery, MAA, PMP:

One of the things that's critical is, every morning I look at my. I have a Bujo notebook. Do you guys know those? It's basically just a notebook where you identify your key priorities for the day, and you cannot have more than three, which is really hard because I always have 20. You cannot have more than three, so you have to identify the top three and you do that for the day, and you do that for the week and you do that for the year. That habit, that activity of grounding in what is today's priority, is absolutely critical. If I didn't do that, I would just be running around like a chicken, and even still I'm a little bit sometimes running around like a chicken, but that's one of the ones that keeps me straight.

Marc Bernstein:

Last question. We have about a minute left. Favorite book, and I know you have more than one.

Nicole Dery, MAA, PMP:

I do.

Marc Bernstein:

What are you reading?

Nicole Dery, MAA, PMP:

Well, the one I definitely want to tell everyone they should read is Ross Gay's Book of Delights and the more recent Book of More Delights, which is the one I'm reading now. Ross Gay is a poet. These are short essays. They're magnificent, Highly recommend. I'm also reading from 2011, an older book called Good Strategy Bad Strategy by Richard Roulette. You guys know that one. It's really valuable to ground yourself again in what these components of a good strategy are and how not to get lost in too many buzzwords and thinking that isn't useful.

Marc Bernstein:

Nice, that's it. That's your three. Oh, because more Book of Delights. That's why it's three books.

Nicole Dery, MAA, PMP:

Oh well, there's a third. If you all know the neuroscientist Oliver Sacks, he wrote a book called the man who Mistook His Wife for a Hat, and I'm very interested in neuroscience, so that was one of the books I've been reading. He's written many, many books. I think many of them are quite good. He's no longer with us, but worth checking out some of his stuff.

Marc Bernstein:

Great, we have actually about a minute left. My timing was a little off. Great. What kind of music do you listen to? I'll bet you're a music person.

Nicole Dery, MAA, PMP:

Oh, I am a music person. I listen to pretty much everything, really. My latest for running is Sofi Tucker. Do you all know that it's very dancey.

Marc Bernstein:

Is it EDM type of dance music?

Nicole Dery, MAA, PMP:

No, I'm not exactly sure how I would describe it. It's got a bit of sort of Brazilian rhythm.

Marc Bernstein:

Sofi Tucker is a great name, by the way, yeah definitely check him out.

Nicole Dery, MAA, PMP:

You can Spotify him.

Marc Bernstein:

Cool, I love that. Well, I think that's about it for today, and so great to have you here. It's been a delight, nicole. Thank you so much, and you were great. No need for you to have been nervous, you did a great job.

Nicole Dery, MAA, PMP:

Thank you, and I've been nervous.

Marc Bernstein:

You did a great job, thank you, and thank you all for listening and we look forward to seeing you next week on Founders Forum, and you can hear us on WWDB-AM in Philadelphia and on your favorite streaming service.

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