Incubating at IDEO: Experts to Speak at USD School of Business This Week

Design ideo

According to a press release on the school website, the University of San Diego School of Business will host Melanie Bell-Mayeda, associate partner and managing director at IDEO, and Clark Scheffy, partner at IDEO, on April 12 as part of the Ahlers Center for International Business Speaker Series. IDEO (pronounced “eye-dee-oh”) is an award-winning global design firm that takes a human-centered, design-based approach to helping organizations in the public and private sectors innovate and grow.

The talk, titled “Incubating at IDEO,” gives the two executives a forum to explain what they do at IDEO, how they have supported the emergence of new businesses or offers for the company, and how they have steered the firm toward clear failure or market success.

The holder of an MBA degree from Harvard, Bell-Mayeda’s passion lies in helping brands reinvent themselves in order to connect with customers in new and meaningful ways. Her work includes development and execution of strategic market opportunities for companies such as Gaiam, The North Face, Intel, Intuit and LEGO.

Prior to joining IDEO, Bell-Mayeda led LeapFrog’s global licensing business. She also has extensive experience in strategy and business development through her work at Virgin Entertainment Group. She also spent time at Booz-Allen & Hamilton and Morgan Stanley, where she applied strategic thinking and financial analysis to the business decision-making process for her clients.

Scheffy focuses on the intersections of business strategy, brand and designed experiences at IDEO. He leads a studio focused on cultivating new portfolios of business and evolving what his company offers. He has worked on projects for clients including JetBlue, Brooks Sports, Grainger, Converse, Steelcase, Snap-on and Chase.

In the past, Scheffy has worked in the field of civil engineering for the University of California, Berkeley. He was also an editor for the “…For Dummies: series of best-selling how-to books, and has written several books for the brand.”

During the presentation, both executives will give insight into how innovation really happens at the storied design and innovation consultancy.


About the Author

Max Pulcini

Max Pulcini is a Philadelphia-based writer and reporter. He has an affinity for Philly sports teams, Super Smash Bros. and cured meats and cheeses. Max has written for Philadelphia-based publications such as Spirit News, Philadelphia City Paper, and Billy Penn, as well as national news outlets like The Daily Beast.

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