Boston Business Journal's 40 Under 40: Amy Cueva of Mad*Pow

Originally published on by Mary Pratt, Special to the Journal.

"Every day, everywhere we go, we interact with companies and technologies. If those experiences are positive and we can get to the things we're looking for, we'll all be better off for it," said Cueva, who pointed to studies showing that minor frustrations in life can affect an individual's health and well-being as much as big problems.

Boston Business Journal's 40 Under 40 Award: Amy Cueva
Cueva is a co-founder and chief experience officer of Mad*Pow, a design agency that focuses on improving the experiences that people have with technology, companies and each other. Through all this work runs Cueva's belief that smart design can improve the human condition and her advocacy for human-centered design and technology.

Cueva left college in 1997 and worked as a wed designer for a tech company and then at an integrated advertising agency. She started Mad*Pow in 2000 with Will Powley, who is chief creative officer and whose nickname became the company's name.

"I definitely have an independent spirit, and working for myself resonated for me because whatever problem I wanted to solve, I could go do that because I wouldn't be held back by organizational constraints," she said.
She said she sees her work at its core about helping organizations give their customers, partners and employees better experiences, which in turn can improve the organizations overall. The company now employs 60 workers in offices in Boston, Portsmouth, N.H., and Louisville, Ky. The company will soon open a San Francisco office.

Cueva is considered a global thought-leader in this area and speaks frequently on the topic. She has three children, ages 17, 15 and 10. She plays soccer, runs and belly dances, and she supports various nonprofits, including Habitat for Humanity.
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