Amy Cueva is Founder, Chief Experience Officer, and healthcare principal at Mad*Pow. She partners with clients like New England Journal of Medicine, Google, Aetna, Fidelity, and Monster to create strong multi-channel experience strategies, intuitive digital experiences, and streamlined processes. She built Mad*Pow's user-centered design methodology as the vehicle to synergize business goals, customer needs, and technology requirements. She formed the Healthcare UX group on LinkedIn bringing together those invested in the design of healthcare experiences to discuss best practices, trends, challenges, and the creation of standards.  She presented at last year’s HIMSS virtual conference and the 5th Annual World Healthcare Innovation & Technology Congress (WHIT5.0), and will be presenting at the 2010 IA Summit and the UPA International Conference.  She is the secretary and one of the charter members of the NH UPA and was selected as one of Mass High Tech's Women to Watch in 2009.