Amy believes that design can help improve the human condition. It was with that mission and vision that she founded Mad*Pow in 2000 with Will Powley, and together they've created an award winning agency that takes a purpose driven approach, partnering with clients to deliver social impact and financial return.
Amy plays an essential role in Mad*Pow’s visualization of a changed healthcare system in the United States. Her work with organizations like Dartmouth Hitchcock, Brigham and Women’s Hospital , and CVS has helped them improve the customer experience, leverage design to drive change, and facilitate human-centric innovation. As the chief instigator behind Mad*Pow’s Healthcare Experience Design Conference, HxD, and the managing director of the Center for Health Experience Design Amy has successfully connected and networked disparate parts of a challenging and siloed system.
As a speaker, Ms. Cueva shares her vision worldwide at influential events such as Design Management Institute, Innovation Learning Network, Cleveland Clinic Patient Experience Summit, UXPA, IA Summit, Partners Center for Connected Health Symposium, Stanford MedicineX, Mobile World Congress, Health 2.0, and HIMSS.
With her partners Will Powley and Bradley Honeyman, Amy’s grown Mad*Pow’s presence, client base, and revenue, leading to Mad*Pow’s 2009 recognition as one of Inc. 500’s fastest growing privately held companies. Mass High Tech, which named her one of its 2009 Women to Watch, has recognized Amy’s passion, energy, and commitment, and she’s been acknowledged as one of Boston’s “40 Under 40” by the Boston Business Journal for 2014 and also made MedTech Boston’s “40 under 40” list in that same year. In 2018 she was noted as one of Pharma Voice’s 100 most inspiring people.
She supports the vision and mission of An Orphan’s Dream, a nonprofit organization offering an oasis for AIDS-orphaned children in Gachoka, Kenya. Amy also serves as an advisory board member for Behavioral Health Innovators, a group dedicated to improving mental health and addiction recovery experiences.
Amy is also a visiting lecturer in the Mass Art Masters of Design and Innovation Program teaching an Integration Lab which puts the principles of human-centered design and design thinking into practice through project work.
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October 24 & 25, 2019
Convene, Boston MA
Join design and business leaders from Insurance, Fintech, Banking and more to discuss how experience design strategies can be applied to drive market solutions that achieve social good and profit alike.Learn More
The Center for Health Experience Design (CHXD) is a community that is designed to foster connection across the health ecosystem. It is only by working together that we can solve the toughest health challenges.Learn More
Ethical Guidelines for Designers
The Designer’s Oath is a tool that helps multidisciplinary teams define the ethical guidelines of their engagements. Designers are responsible for creating more than ever before and with this increased influence, we must take a step back and recognize the responsibility we have to those we design for.Learn More