Amy Cueva is Founder, Chief Experience Officer and healthcare principal at Mad*Pow. Amy's passion for human-centered design has been demonstrated repeatedly in her work for clients like CVS Caremark, Aetna, McKesson, Google, Bank of America, and Fidelity. Leading a team of equally fired-up designers and strategists, Amy works to create strong omni-channel experience strategies, intuitive and meaningful digital experiences, and customer focused internal processes for Mad*Pow's clients. Amy is a true believer in the power of research-inspired methodology to address the challenge of synthesizing customer needs, business goals, and technology requirements. With the state of healthcare in our country rapidly approaching a crisis point, harnessing that power has become even more critical. Amy formed and chairs the Healthcare Experience Design Conference with that goal in mind, bringing together those invested in the design of healthcare experiences to discuss best practices, trends, challenges and solutions. Always happy to step up and spread the word about the importance of human-centered design, Amy is a regular speaker at a wide range of industry events. She has presented at HIMSS virtual conference, the World Healthcare Innovation & Technology Congress, the IA Summit, IDEA Conference, the UXPA International Conference, and Stanford's MedicineX Conference. She was selected as one of Mass High Tech's Women to Watch in 2009 and her and her business partners were honored to be present on the Inc 500 list of fastest growing privately held companies in 2009.