Amy Cueva is the founder, chief experience officer, and healthcare principal at Mad*Pow, a design agency focused on improving the experiences people have with organizations, technology, and each other.
She founded Mad*Pow in 2000 with Will Powley, and together they’ve created an award-winning agency serving Fortune 500 companies and startups across industries from health to financial services, technology, media, education, and hospitality.
Amy plays an essential role in Mad*Pow’s visualization of a changed healthcare system in the United States. Her work with companies like Aetna, CVS, McKesson, and Fidelity 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—now in its fourth year and expanded and rebranded as HxRefactored—Amy has successfully connected and networked disparate parts of a challenging and siloed system.
As a speaker, Amy shares her vision and methodology at influential events such as Design Management Institute, UXPA, IA Summit, Partners Center for Connected Health Symposium, Stanford MedicineX, 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. She supports the vision and mission of An Orphan’s Dream, a nonprofit organization offering an oasis for AIDS-orphaned children in Gachoka, Kenya.