September 10 / 44 min

Diego Rodriguez: Building design culture into big business at Intuit

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Diego Rodriguez

Diego Rodriguez

Executive Vice President, Chief Product and Design Officer, Intuit
About The Episode

Diego Rodriguez has had a remarkable career at the intersection of design, business, and education. He has served as Global Managing Director of design firm IDEO, founding faculty member of Stanford’s d.school, and is currently Executive Vice President, Chief Product and Design Officer at Intuit. In this episode, we discuss how design can  influence broader business goals. Diego shares Intuit’s unique approach to product design, and the need to build a certain level of trust and empathy with customers when designing financial products.


  • How to build design into the culture of an organization
  • How Intuit acts on its mission to Design For Delight
  • How design thinking brings a diversity of perspectives to the design process 


Diego Rodriguez is Executive Vice President, Chief Product and Design Officer at Intuit. He guides the design and delivery of Intuit’s ecosystem experiences and works with its product management and design communities to forge best practices and deliver seamless, end-to-end customer journeys.

Before Intuit, Diego was a Partner at IDEO. As Global Managing Director, he led the creation of IDEO’s growth ventures, including IDEO U, CoLab, and Creative Difference. Prior to this, Diego was the Managing Director of IDEO Bay Area and also founded and scaled a new IDEO discipline called Business Design, which has since become a core part of the firm’s offering. 

A founding faculty member of the Hasso Plattner Institute of Design at Stanford (aka “the d.school”), Diego is committed to educating future innovators. He is currently a Professor of the Practice at Boise State University and a member of the Harvard University Board of Overseers. He was previously a Visiting Scientist at the MIT Media Lab and an Entrepreneur-in-Residence at Harvard Business School.

Meet Your Hosts

Aarron Walter
VP of Design Education

Aarron Walter is Director of Product on the COVID Response team at Resolve to Save Lives. Previously, he was VP of Design Education at InVision, and founded the UX practice at Mailchimp where he helped grow the product from a few thousand users to more than 10 million. He’s the author of a number of books, the latest of which is a second edition of Designing for Emotion. Aarron’s design guidance has helped the White House, the US Department of State, and dozens of major corporations, startups, and venture capital firms.

You can find Aarron on Twitter and LinkedIn.

Eli Woolery
Director of Design Education

Eli is the Director of Design Education at InVision. His design career spans both physical and digital products, and he has worked with companies ranging from startups (his own and others) to Fortune 500 companies.

In addition to his background in product and industrial design, he has been a professional photographer and filmmaker. He teaches the senior capstone class Implementation to undergraduate Product Designers at Stanford University. You can find Eli on Twitter and Medium.

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