Business Matters: The Rise of the DEO—Design As Business Change

For our third Business Matters event of the year, Maria Giudice (VP Experience Design, Autodesk) joins AIGA LA to share a keynote presentation about the Rise of the Design Executive Officer (DEO)—leaders who understand the transformative power of design and embrace its traits and tenets to command in times of change.

After the keynote, Arturo Perez (CEO, Kluge Interactive) will moderate a discussion into the traits that have made Maria such a successful DEO, from selling her design agency, Hot Studio, to being a Director of Product design for Facebook, who acquired her company, to her latest challenge as VP of Experience Design for Autodesk where she manages 350 designers.

7:00 PM – Mix & Mingle
7:30 PM – Keynote Talk
8:00 PM – Moderated Talk
9:00 PM – Q&A

Ticket Pricing
$30 Supporter Members and above
$40 Contributor Members
$55 Non-Members

At the Door
$60 Members and Non-members
Note: No tickets will be sold at the door if the event sells out.

Requests for cancellation refunds may be granted only up to 24 hours before the event starts.

Parking & Transportation
There is a self parking lot behind the Herman Miller building. For public transportation visit for schedules.

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The beautiful Herman Miller Showroom


About Our Moderator
Arturo Perez is the founder and CEO of Kluge Interactive, an LA digital design agency that is at the forefront of merging design with business strategy to create experiences that engage and excite users. Prior to Kluge, Arturo worked for Growthink, a business consulting boutique. When he isn’t surfing, Arturo hosts Evenings at the Loft, a design speaking series, and is the Design Director for Silicon Beach Fest.

About Maria Giudice
Maria Giudice is Vice President of Experience Design for Autodesk. She joined the company from Facebook, where she led the platform design team as product design director. In 1997 she founded Hot Studio, an experience design firm which was acquired by Facebook in 2013. She has written many books on design, and her latest, co-authored with Christopher Ireland, is Rise of the DEO: Leadership by Design.

Maria holds a bachelor of fine arts from Cooper Union. She was recognized as Woman Entrepreneur of the Year by the Women’s Initiative, a Bay-Area non-profit that helps provide economic opportunity and education to low-income, high-promise women. In 2012, Maria was named an AIGA Fellow, in recognition of her impact in raising the standards of excellence and conduct within the design community.

About Business Matters
Business Matters is a bi-monthly series exploring the relationship between business and design. Design is about solving problems. Business is about getting results.

It seems logical that these two practices would naturally pair up but often they don’t. In this series we aim to ask questions such as:
How can Design prove Business Results (ROI)?
What is Design Thinking? (demystifying the hype)
How can designers get to have a seat at the executive table?
What kind of business problems can design help to solve?
Can businesses use design thinking to their advantage?

This is not meant to be a theoretical series about processes and concepts. We aim to present concrete examples in the way of case studies and personal stories, what has worked and what hasn’t.

Design is about solving problems. Business is about getting results.


Please consider joining AIGA to support our programs and initiatives.

When & Where
Tue, Jun 14, 2016 7:00 PM - 9:30 PM PDT
Herman Miller Showroom
3641 Holdrege Avenue # 100
Los Angeles, CA 90016