Proudly “Made in Italy” but global by experience, I am a design and innovation executive who builds scalable capabilities at the intersection of human-centered design, AI and behavioral science driving enterprise and clients’ growth.
Over the past 20+ years, I have partnered with CEOs and executive teams to embed human-centered design, behavioral science, and AI into the core of business strategy — repositioning design from a downstream function to a strategic growth lever. My experience spans leading consultancies including Fractal Analytics, IDEO, Smart Design, and EPAM Continuum, advising Fortune 500 organizations across CPG, Technology, Telecom, Retail, and Healthcare in North America, Europe, and Asia.
As a founding leader of Fractal’s global Design & Behavioral Science practice, I scaled the capability from 10 to 120+ professionals across the U.S., U.K., and India, growing revenues to $6M while embedding design into enterprise-wide digital and AI transformation initiatives.
I specialize in:
-Building and scaling high-performance, multidisciplinary design teams
-Institutionalizing design operations and governance at global scale
-Leading digital and AI-enabled transformation programs
-Transforming organizational culture to increase diversity and inclusion leading to strong retention and engagement
In parallel, I serve as Adjunct Professor of Business Model Design at Parsons School of Design, mentoring future founders and reinforcing my belief that disciplined creativity and business model clarity are core executive capabilities.
I have been consistently recognized for building high-performing teams and elevating design as a strategic business driver. Charismatic. Curious. Ambitious. Inclusive.
EXPERIENCE
Fractal Analytics | Design & Behavioral Science Partner
New York, NY | 02.2020– 03.2026
Founding leader of the global Design & Behavioral Science capability within a leading AI and analytics firm
Scaled the practice from 10 to 120+ multidisciplinary professionals across US, UK, and India growing revenues from $0 to $6M
Led enterprise programs spanning AI and digital transformation, customer experience, and operating model modernization
Partnered with executive leadership at Google, Apple, Verizon, Salesforce, Mars, Unilever, Mondelez, Nestle, P&G, Sanofi, McKesson and Merck
Built global design operations including operating model, governance frameworks, talent strategy, and delivery standards
Achieved 108% performance attainment with 12% voluntary attrition, reflecting strong organizational culture and leadership
Global Executive Leader for Diversity, Equity & Inclusion initiatives
Smart Design | Head of Service Design
New York, NY 10.2018 - 01.2020
As Head of Service Design at Smart Design, I spearheaded the firm’s expansion into new strategic accounts, most notably opening and scaling the Google relationship up to $1.5M in revenue in one year. By combining service design rigor with sharp commercial positioning, I translated complex ecosystem challenges into high-impact programs that strengthened executive partnerships and unlocked new growth pathways for the studio.
Parson School of Design | Adjunct Professor of Entrepreneurial Design
New York, NY 08.2019 - present
Guide senior students on a journey to develop a deep understanding of what it takes to start a business and what the necessary steps are to make it happen. Through a series of lectures augmented by hands-on experiments and real life experiences from the startup community, students envision innovative solutions to solve for wicked problems, define business model scenarios, and develop market entry strategies to actualize their projects.
Co: Collective | Head of Service/Experience Design
New York, NY 06.2016 - 08.2018
Founded and scaled the company’s Experience Design practice, positioning it as a strategic growth driver and a core differentiator in the market. Built and led a high-performing, multidisciplinary team of 20 people spanning design research, design strategy, brand strategy, UX/UI, creative technology, visual design, content creation and account management — aligning business objectives with human-centered innovation. Strengthened senior client relationships, expanded account scope, and contributed directly to new business acquisition, scaling the practice from inception to $7M in revenue in under two years.
Farmhouse @ Leo Burnett | Director of Innovation
Chicago, IL 05.2012 - 04.2016
Key player in building the Innovation Practice within the Leo Burnett group and shaping the vision and approach. I wore many hats, including leading front end innovation projects, building new key capabilities for the division, involvement in pitches, authoring thought leadership white papers and driving business development opportunities. The clients roster included major brands such as Allstate, CME, Mc Donald’s, Whole Foods, Lollapalooza, Art Institute of Chicago.
Godrej & Boyce Mfg. Co. Ltd | Design Lead, freelancer
Mumbai, India 12.2011 - 04.2012
Worked with a cross functional and cultural team to introduce Design Thinking to the executive team and execute the first disruptive design program within the biggest Indian privately held CPG corporation.
Barilla | Innovation Manager
Parma, Italy; Chicago, IL 06.2005 - 06.2010
One of the first six employees who opened the Design Center within Barilla America. Worked with a multi-disciplinary team to integrate business, brand and design strategy to build a five year innovation pipeline to help the company double their revenues and reach $1b sales in the U.S. market. Guided the creation of holistic user experiences that transformed people eating and shopping behavioural models and opened the doors to the brand to play in a whole new set of categories.
IDEO | Human Factor Specialist
London, UK + San Francisco, CA 11.2004 - 05.2005
Planned, recruited and led user research across a range of innovation programs for Nestle, Danone Numico and Scavolini that resulted in the launch of a pizza experience for at-home consumption; a structural packaging redesign for a line of medical supplements for PKU teens; a cooking and eating experience that reimagined the role of traditional kitchen design and layout.
Continuum | Design Strategist
Milano, Italy +Boston, MA 06.2003 - 10.2004
Mostly involved in a global innovation project for Tetra Pak to define the brand growth strategy for the U.S. and China and transform the drinking experience on-the-go. Conducted design research to identify physical, emotional and sociocultural needs around the ideal drinking experience. Facilitated the analysis phase and generated actionable insights that inspired the development of the new generation of beverage packaging.
EDUCATION
Illinois Institute of Design
Chicago, IL
Master of Design (GPA 4.0)
Politecnico di Milano
Milan, Italy
B.S - M.S Business Engineering (100/100)
PATENTS
Microwaveable Nested Trays
US 8226999
Flexible Wristband Key Holder
US 61723731
Francesca.passoni@gmail.com