In this exclusive Q&A, Daniela Jorge, Capital One's Chief Design Officer, shares her journey, philosophies, and favorite projects. With an illustrious career that has included design leadership roles at Intuit, Yahoo!, AT&T, and PayPal, Daniela’s insights offer a masterclass in blending creativity with impactful leadership.

Kendall: Can you share your journey into UX Design? What inspired you to enter this field, and what experiences have shaped your career?

Daniela: I always thought I wanted to do something creative, but the idea of design as a career first struck me when I was 14. My dad and I were in the car, critiquing the placement of the window buttons and how they kept hitting my knee. He asked, “Have you heard of Industrial Design?” That question sparked my interest and led to my undergraduate studies.

Later, I transitioned into digital product design during graduate school, and I’ve never looked back. Originally from Brazil, I moved to the U.S. to study at the Rochester Institute of Technology. The hands-on experience drew me there—our student projects were sponsored by actual companies, grounding me in a business—and a customer-focused mindset.

My career started in large corporations, where I found my niche—working cross-functionally within complex organizations like Intuit, Yahoo!, AT&T, and now Capital One. Along the way, I learned:

The joy of leadership: Cultivating relationships and creating environments where designers thrive.
The importance of business alignment: Understanding business goals is as critical as user insights.
The growth that comes from evolving as a leader: Transitioning from individual contributor to leader taught me to embrace different approaches to leadership.

K: How do you balance intuition with user research when designing? What is the ideal mix for creating an exceptional product experience?

Daniela: Intuition and user research are partners in the design process. Design is both an art and a science. Intuition comes from experience and pattern recognition—seeing what has worked before and applying it to new challenges.

However, research validates those instincts and often surprises you with unexpected insights. Humans will always find ways to amaze us. The iterative process of learning from research and refining solutions is a privilege in our profession.

K: If you could go back in time, what advice would you give your 21-year-old self? Are there any career paths or decisions you would approach differently now?

Daniela: I’d tell myself two things:

Know yourself: Take the time to reflect on what gives you energy and what drains it. I recommend exercising by jotting down your daily highs and lows for a few weeks and then looking for patterns. This clarity is invaluable for career decisions, especially when considering paths like people management versus individual contributor roles.
Ask for what you want: It took me too long to feel comfortable discussing promotions, titles, or compensation. I’ve learned that leaders appreciate knowing what matters to their teams, and many goals are more attainable than we think.

Daniela Jorge on stage at Innovation Festival – Fast Company 2023

K: Which digital or physical product exemplifies outstanding design, and what elements make it stand out to you?

Daniela: Outstanding design happens when teams fall in love with a customer problem and create innovative solutions. At Capital One, we focus on this intensely, and I’m proud of several projects:

Subscription Management Tool: Our mobile app now effortlessly allows credit card customers to block and cancel recurring charges, empowering them to feel more confident about their finances.
Muse by Navigator Platform: This NFC-enabled tool helps automotive dealers seamlessly connect with customers through personalized digital profiles.
Airport Lounges and Cafés: These spaces reimagine the travel and banking experience. From premium grab-and-go options to relaxing lounges, we’ve designed every detail to meet traveler needs.

These projects exemplify design’s power to simplify life and solve meaningful problems.

Amigas in Business Live event at Capital One’s Café in Glendale, California

Capital One Experience Design Leadership Summit

K: What energizes you most about your work as a design leader?

Daniela: Design leadership combines the best of both worlds. I get to stay close to the creative process—solving real-world problems and improving lives—while amplifying that impact through the teams I lead. The most fulfilling part of my job is seeing designers do fantastic work and helping them grow.

K: What’s next for UX design, and how does Capital One plan to stay at the forefront?

Daniela: The future of UX design lies in blending human empathy with technological innovation. At Capital One, we aim to stay ahead by focusing on intuitive, impactful solutions across both digital and physical experiences. Whether it’s mobile tools, NFC technology, or reimagined community spaces, our mission is to make life easier and more enjoyable for our customers.

From her early days critiquing car designs with her father to leading transformative projects at Capital One, Daniela Jorge exemplifies the power of thoughtful, empathetic design. Her story inspires designers everywhere to dream big, lead boldly, and stay curious.

Inside the Mind of a Design Leader: A Q&A with Daniela Jorge, Chief Design Officer at Capital One

From a Flickering Screen to UX Mastery: Bob Baxley on the Childhood Spark That Fueled a Life in Design

From Recruitment Calls to Coinbase: A Candid Conversation with Designer Joana Ortega