Francesca Passoni

Design Director

New York
Francesca is a charismatic leader and seasoned user-centered designer, advancing the service design and strategy efforts at Smart. She is passionate about creating positive impact in people’s lives through scalable multi-channel experiences that will deepen the relationship with the brand and drive business growth.

An expert in service/experience design, design research and storytelling, she sees design as a philosophy and vehicle for value creation that leads to holistic growth: growth for humankind, the brand and the business.

With over 15 years’ experience working for top innovation consultancies and Fortune 500 corporations in Europe, Asia and US, Francesca has created solutions that span the food and beverage, financial services, technology, healthcare, retail and fashion industries. Some of her work includes designing a one-of-a-kind meal experience that transformed people eating behaviors; a service that reframed the living conditions of multi-generational Indian families in underdeveloped areas; a socially enabled driving experience; a grass roots platform that redefines retirement; and a credit card that helps people build their credit and an integrated set of services that elevate the role of oral health.

When she’s not at Smart, Francesca stays busy growing her two fashion labels: PASSONI BESPOKE, a “slow-fashion” brand that offers made-to-measure, snazzy button up shirts hand made in Italy; and PECORA NERA, a made in NYC brand with an Italian DNA, thought for fashion “victims” who wants to unfollow fashion and stand out in the crowd.

Francesca spends her spare time guest lecturing at Parsons on design and innovation topics. She holds a Master degree in Industrial Engineering from Politecnico di Milano and a Master in Design from Institute of Design, IIT.