Desir, Fritz

Fritz Desir is the Founding Partner of AWSM LABS, an applied AI consultancy helping mid-market enterprises turn AI into a force multiplier for efficiency and growth. With more than 20 years of experience in digital experience design, strategy, and product development, Fritz previously served as North America Head of Strategic Design at BCG and as an Experience Design Director at McKinsey & Company. A two-time founder and former NYU adjunct instructor, he combines deep expertise in design strategy with hands-on product leadership. Certified as both a Scrum Product Owner and Scrum Master, Fritz brings a design-led, agile approach to building AI solutions that create measurable business impact.