.jpg)
We're thrilled to introduce our exceptional team of mentors for the Strategic Business Acumen for Designers course. Each brings a unique perspective and decades of combined experience helping designers bridge the gap between creative work and business impact. Below is a bit of info about the mentors, as well as one key business lesson they wished they’d learned earlier in their design careers.
Meet the Mentors
Al Lucca, Head of Design at Semafor
Al’s background includes extensive experience across major media companies like Semafor, Axios, and Paramount (formerly ViacomCBS), as well as work for the United Nations and his own studio.
His key lesson learned came from years of experience: "There is no design if there is no business, if there is no money to pay the bills." This straightforward but crucial insight shaped how he understood his role within companies.
Al is particularly excited to explore how designers can impact business both directly and indirectly while staying true to their creative roots. He emphasizes the importance of finding balance - understanding business needs without losing sight of the core reason for being a designer: creating things that work and look good.
Story Safford, Manager UX & Product Design, Lead UXR Strategy at HireRight POC
A veteran in the UX space since its inception, Story's impressive career spans over two decades, starting at Ogilvy & Mather in 2000 when they were one of the first global ad agencies to have an interactive digital division. Her portfolio includes work with global brands like Expedia, Netflix, Mastercard, and AT&T.
Her crucial business lesson was learning that "it's not about us, it's about them" – focusing on business outcomes and the value delivered to users. Story is passionate about helping designers build confidence and embrace their role as strategic partners rather than just "doers."
Drawing from her mentoring experience, she's witnessed too many designers wanting to just be told what to do, and she's excited to help them realize they can be proactive, strategic partners who can "change the world with design."
Hugh Nettar, Interdisciplinary Research and Design Strategist
Starting his career in teaching before transitioning to digital product management, Hugh brings a unique perspective from both Canada and New Zealand.
His key business insight came from a stark real-world lesson: watching a promising education product fail not because of poor design or functionality, but because of unsustainable funding when government support disappeared. This experience opened his eyes to the reality that success requires more than just good UI/UX design - it needs solid financial foundations.
Hugh is excited to share his experience in product strategy and operations, particularly helping designers understand the critical role of financial sustainability in product success.
Jimena Guijarro, Strategic Advisor at Raise Robotics
Starting in strategic communications, Jimena transitioned to work with a family-owned business in the art services space in the early 2010s, just as the art market was undergoing digital transformation. She witnessed firsthand how price transparency and online sales were revolutionizing the industry.
While she had a talent for spotting market opportunities, she realized she needed more tools to make them sustainable. This led her to pursue an MBA in Design Strategy from California College of the Arts, which she describes as a "game changer" in connecting the analytical and creative aspects of her work. That education enabled her to confidently engage with C-suite executives about customer experience and its impact on the bottom line.
She's excited to help catalyze the same transformative journey for others, helping them overcome the impostor syndrome she once felt and empowering them to have strategic business conversations.
David Lederman, Leadership Coach & Strategic Program Developer
Beginning in photography and filmmaking, David's journey took an unexpected turn when he discovered web development as a Peace Corps volunteer in Romania. His path led through multiple roles in startups, engineering team leadership, and eventually to earning an MBA.
His wished-he-knew-earlier insight was about trusting himself more despite taking an unconventional path. He shares stories of being "the one guy who didn't know how to use the Mac terminal" on engineering teams, but succeeding by embracing his unique perspective.
Now working as a leadership coach, David is passionate about addressing what he calls "the user experience of how most people in tech work," helping high achievers find balance and fulfillment.
Bridging the Gap
Each mentor emphasized the importance of bridging the gap between design and business, and they're all eager to help the next generation of designers become more confident and effective in strategic business discussions. Their diverse backgrounds – from education to entrepreneurship, from media to consulting – provide a rich foundation for guiding designers in understanding how their work connects to broader business objectives.
Through their combined experience and insights, these mentors will help designers not just create beautiful and functional designs, but also understand how to position their work within larger business contexts and communicate effectively with stakeholders at all levels. Their stories of transformation - from creative professionals to strategic business partners - provide a roadmap for designers looking to expand their impact and influence.
This course marks an exciting step forward in design education, preparing designers to take on more strategic roles and make bigger impacts in their organizations. With this talented group of mentors leading the way, students will gain practical insights into combining creative excellence with business acumen, learning from real-world experiences and lessons that took years to acquire in the field.
Learn more about Strategic Business Acumen for Designers here.
