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Passion Begets Action: Being a Changemaker

Minette Vaccariello (MPD ’06) received the inaugural MIIPS Alumni Changemaker Award at the May 2023 Diploma Ceremony to recognize her advocacy of human-centered design thinking and impact on the community.

Minette Vaccariello always loved design, yet when it was time to choose an undergrad major, practicality (and urban living) took precedence: She chose to major in mechanical engineering, with a minor in visual arts, at Boston University.

Several years working as a mechanical engineer confirmed what she had already known: Her heart was not in that work.

“Well, no work experience is bad experience, but I did want to transition to design. That can be a hard pivot because people don’t read between the lines on a resume to make the leap. I needed to learn something to add to my resume to make the change. That’s what the iii's program did in wonders."

Vaccariello has gifted Pittsburgh with her creativity, passion, and talent since 2005 when she enrolled in the Institute’s Master of Integrated Innovation for Products and Services degree (then called the Master of Product Development).

She now works as a Design Principal for PNC’s Experience Innovation team, an internal consultancy that drives innovation initiatives and teaches design thinking methodologies across the bank.

“I’m excited to work in an organization that has embraced design thinking. It is part of the culture and language, which being new to the financial industry I was surprised to learn.  I work with an amazing team. The depth and quality of the work that they deliver could run circles around the more well-known consultancy firms out there,” Vaccariello shared.

Before pivoting to the financial industry, Minette spent 12 years at UPMC.

The first five years were with the Health Plan Insurance team where she supported the launch of UPMC’s first ever healthcare insurance marketplace.

Prior to the 2010 Affordable Care Act (ACA), most health insurers sold business-to-business (B2B), not business-to-consumer (B2C). The ACA changed that dynamic.

In addition to B2B, UPMC would now sell its insurance products directly to individuals, which required an understanding of this new customer base.

A survey was conducted first. While that quantitative data yielded insights into affordability and pricing, for example, it did not reveal enough about the users.

“So many companies are data-driven, but you also need the story to understand who you’re designing for,” Vaccariello said.

Vaccariello conducted over 30 interviews with potential customers to complete the picture.

“What I learned in the program – observing, listening, interviewing, creating user personas, uncovering key insights – is what helped bring these customers who UPMC Health Plan didn’t know to life. We were able to meld the qualitative with the quantitative, which was powerful and enabled us to design better health insurance products."

After five years on that team, she joined UPMC Enterprises, the venture capital and technology development division, as the design lead and product manager.

Vaccariello assessed new opportunities in the healthcare tech space to help inform decisions on whether UPMC should build internally or invest externally.

The behind-the-scenes challenge, though, was incorporating design thinking into a fast-paced, business-focused division.

“I was sometimes the only designer, so it was hard to get that universal connection around its importance. Therefore, I embedded it into the business and engineering work, and it became the unsaid glue that brought everything together (viability, feasibility and usability),” Vaccariello said.

Vaccariello built and led multiple Tiger Teams, a sprint-like multidisciplinary approach, that resulted in three investments for the company.

Not only was this approach successful for UPMC, but it was also fulfilling for Vaccariello who enjoyed these sprints more than closing investment deals.

That realization pushed her to leave UPMC for her current role at PNC, which wasn’t an easy decision.

“When I was considering this change, I didn’t know what move to make so I reached out to my connections to meet up for coffee. It wasn’t to job hunt – though I was at the time. Rather, those conversations helped me to get a sense of different companies in the area and provided me perspective on what I might like and might not like,” Vaccariello shared.

As a volunteer for Alumniii Office Hours, Vaccariello has advised students on the importance of building one’s network.

 “My career has been supported through people connections. You’re never going to be best friends with everyone, but it is important to maintain ties: Be curious, ask questions, and stay interested in what others are doing.”

One of Vaccariello’s casual coffee chats was with a former manager at UPMC Health Plan Insurance.

“You always remember the people who you grew the most with, and I grew leaps and bounds with her even though we only worked together for a year or two. We always stayed in touch. She paved the way to get design thinking adopted at PNC. That’s why I’m there,” Vaccariello said.

In 2013, Pittsburgh Magazine recognized Vaccariello as one of “40 Under 40” in recognition of her volunteer work.

She co-founded the ecoDesigners Guild, a service-oriented group of professional designers and architects focused on sustainability practices. The Guild converted empty lots along Penn Avenue into public art and green spaces.

She also devoted eight years to the Garfield Community Action Team (GCAT) and served on the board for Assemble, a community space for arts & technology, for four years.

Vaccariello also spearheaded efforts to relocate Pittsburgh’s to its current location at the Convention Center.

“People have often said to me, ‘Oh, Minette, you’d be a great salesperson.’ I wouldn’t be though because I cannot sell something I don’t believe in. But, if I’m passionate about it, I can naturally get others excited about it. That has been the kind of changemaking that I’ve been able to do here."