Francesca Romano is a seasoned design strategist, digital transformation expert, and UX designer with over 12 years of experience in Italy and the Bay Area. She specializes in user experience design and service design, helping companies achieve their business goals by creating compelling customer experiences. Francesca has worked with top-notch organizations such as PwC, Enel X, and IGT, where she held a senior management position in trade and consumer experience. Before joining PwC, she co-founded Atooma, a disruptive tech startup that received several awards for its innovative mobile and IoT solutions. Francesca has a rare mix of skills, including branding, digital strategy and development, rapid and advanced prototyping, lean startup pitching, information architecture, task flows and user journeys, and scenarios and use cases.