Design expert Andy Goodman rejoins PA Consulting as partner

Andy Goodman, a Bay Area-based design expert, has rejoined innovation consultancy PA Consulting as a partner.

Goodman, a pioneer in service design, will support PA’s clients in health and life sciences, energy and utilities, and consumer and manufacturing. Service design is a methodology that aims to meet both employee and customer experience needs in the design of a service.

Goodman brings more than 20 years of experience with a focus on managing and overseeing large design accounts. He spent the last year as an executive design director at frog, a design and strategy consulting firm. Before that, he spent two years at BCG Digital Ventures, where he was VP of experience design.

Goodman also previously spent eight years at Fjord, a design and innovation firm that was acquired by Accenture in 2013. He latterly served as group director, leading the firm’s design strategy group and overseeing the integration of three new US studios. Prior to that, he served as head of Fjord’s Spain operations.

Before Fjord, he spent four years at consultancy Seren (now EY), where he advised large telecom clients on customer experience.

Earlier in his career, Goodman worked in web design, interactive TV, and video game art direction. He had his first stint at PA Consulting between 2001 and 2003, when he was a studio manager in the new media design team in London.

Goodman holds a master’s degree in fine arts from Winchester School of Art and a bachelor’s degree in visual arts and design from Lancaster University.

“We are excited to welcome Andy back to PA Consulting,” Peter Skarzynski, head of Americas at PA Consulting, said. “His experience working at the intersection between design and consulting gives him a great platform to build on at PA and will advance the firm’s design-led and influenced offerings.”

UK-based PA Consulting has greatly expanded its design capabilities in the US in recent years with the addition of numerous design studios, including Cooper Perkins and Astro Studios in 2020, and Essential Design in 2018.

"I am thrilled to return PA at this exciting time – especially now that Essential Design, Astro Studios, and Cooper Perkins are part of our firm,” Goodman said. “I look forward to showing our clients how design can produce tangible business impact and value creation.”