Spreading Service Design within an Insurance Company

How can design become part of strategic decision-making in one of Europe’s largest insurance organizations? This is the challenge our students are exploring during the fourth workshop developed in collaboration with Generali Italia.

Led by Laura Trivilino, Luca Trinchero, and Stefano Raglione, the workshop focuses on the role of service design in creating meaningful encounters between Generali’s Customer Experience Design team and cross-functional middle managers, fostering collaboration where strategic decisions begin.

The workshop kicked off at Generali’s headquarters in Milan with an immersive launch experience, including a guided tour of the Hadid Tower and a welcome session led by Luca Aldrovandi, representing Generali’s HR team. The workshop faculty, supported by Laura Rigamonti and Giacomo Gambillara (CX unit), introduced the challenge, providing students with an overview of the organization, its design culture, and the goals of the collaboration.

A few days later, the 4 teams of students presented their first concepts during the mid-term review to receive  valuable feedback and insights to further develop their projects. Paolo Damini, Alessandra Pasqualini, and Federica Radaelli participated in the review representing Generali’s HR, CX, and Communication.

The workshop is possible thanks to the crucial support of Benedetta Majorana and Roberta Motter.

We can’t wait to discover how students will translate these insights into collaborative formats that make design a structural driver of organizational innovation.