Smart Design

Smart Design hires business strategy specialist


Anna Soisalo joins the UK team as strategy head, with a focus on driving the business case for design and helping clients realise business transformation with a design approach.

“With digital technology transforming every industry and category, combined with ever-increasing customer expectations, design has become fundamental to business success,” commented Sean O’Connor, Partner and London Studio Lead. “Smart has been at the forefront of this shift, spearheading disruption in industries where technology, regulations and expectations have radically changed the landscape. But to truly make a difference, we need to help our clients integrate design into their future vision and innovate their commercial capabilities. Anna’s appointment is a further step on this journey, enabling us to provide even greater value to our clients.”

Anna joins Smart’s London studio from DigitasLBi where she led the digital business design practice. Here she was responsible for building this unit during a transformational phase for the marketing industry, while advising clients on the development of digital services.

Holding extensive experience in operational, organisational, business service and interactive design, Anna also utilises big data analytics to maximise the effectiveness of digital services. Her clients have spanned a range of industries, including healthcare, pharmaceuticals, FMCG, and telecoms.

Anna commented: “I am passionate about the role of design in transforming the customer experience and have been hugely impressed with Smart’s work in developing services and experiences that push the boundaries of how the digital and physical can interact. Design is taking a more central role in business strategy and I am excited to start work with Smart’s clients; helping them navigate the rapidly evolving digital landscape, developing solutions that deliver for customers and the bottom line.”

Feb 2016