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Daniela Macias, IDSA

Global Experience Design Manager, Colgate Palmolive

Daniela Macias, IDSA

A proud native and longtime resident of Mexico City, Daniela Macias is a NYC based industrial designer with 14 years experience leading the creation of global household and consumer products for Colgate-Palmolive. In her current Experience Design Manager role, she is responsible for the design leadership of expert cross functional teams working on packaging structures and experiences for Personal Care, Pet Nutrition and Home Care brands that hundreds of millions of people around the world love and use daily.

Her career journey — starting at one of Colgate’s manufacturing facilities, moving up to regional corporate offices in Mexico City, and elevated to cross category industrial design development role at Colgate-Palmolive’s global headquarters in NYC — has forged her as a resilient industrial designer with empathy for both the business side and the people she designs for.

In her free time, you’ll find her eating her way through NYC, riding her bike with her husband or taking care of her many succulents and her feisty senior chihuahua — Peppina.

Beyond the Hype: Establishing Authentic Design Strategy


Panel Discussion

August 24, 2023

9:30 AM - 10:45 AM

Breakout - Majestic

Design strategy has quickly become a buzz term inside and out of the design industry. While it is a very impactful approach to design solutions and processes, the term is developing connotations of pretentiousness and corporate b.s. How can we protect design strategy and change people’s experience of it? How do we make sure we don’t get caught up in using this term lightly or lost in going through the motions? Professionals and educators will discuss their experiences with design strategy throughout their careers and share their opinions on what are and are not successful ways to execute it.

The audience will learn:
1. Various approaches and applications for design strategy, including practices to avoid and how to navigate these requests as designers
2. Considerations for design strategy in the future and tools to leverage
3. Collaboration methods between internal and external teams

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