In 2005, Franco founded EffectiveUI, the world's first user experience and digital product development firm, at a time when “user experience” didn’t have a Wikipedia entry. The firm became the definitive name in the space. O’Reilly Media published a book based on its philosophies. WPP acquired it.

His teams built one of the first iPad apps, the first FDA-approved critical health mobile application for hospitals, and national security systems for audiences that do not tolerate failure. Across five companies founded and sold, Franco accumulated 250+ awards spanning technology, design, innovation, and business. Multiple patents. Almost no one knows his name, and almost everyone has used something his firm designed.

Co-creator of AI First Principles. Architect of the WISER Method.