Fiamma Degl’Innocenti
Service and CX Designer at Zurich
Fiamma Degl’Innocenti is a Service and CX Designer currently supporting Zurich Insurance Group’s Customer Journey Management team. She has worked for over a decade at the intersection of design, strategy, and innovation, helping organisations—from global companies to social enterprises—turn insights into practical service improvements.
At Zurich, she contributes to the development of the global Customer Experience practice, with a focus on using customer journeys as tools for monitoring, evaluation, and decision-making. Her work emphasises participatory design, systems thinking, and journey management, aiming to strengthen organisational capabilities and create value for both customers and the business.
Fiamma’s background includes an MSc in Development Economics and International Cooperation, an MBA in Service Innovation and Design, and advanced training at the HPI School of Design Thinking in Berlin. She has previously held design roles at Philips and The Walt Disney Company and led innovation projects for organisations such as the European Investment Bank, ANA Airports, and UNICEF.
Fiamma Degl’Innocenti
Service and CX Designer at Zurich
Fiamma Degl’Innocenti is a Service and CX Designer currently supporting Zurich Insurance Group’s Customer Journey Management team. She has worked for over a decade at the intersection of design, strategy, and innovation, helping organisations—from global companies to social enterprises—turn insights into practical service improvements.
At Zurich, she contributes to the development of the global Customer Experience practice, with a focus on using customer journeys as tools for monitoring, evaluation, and decision-making. Her work emphasises participatory design, systems thinking, and journey management, aiming to strengthen organisational capabilities and create value for both customers and the business.
Fiamma’s background includes an MSc in Development Economics and International Cooperation, an MBA in Service Innovation and Design, and advanced training at the HPI School of Design Thinking in Berlin. She has previously held design roles at Philips and The Walt Disney Company and led innovation projects for organisations such as the European Investment Bank, ANA Airports, and UNICEF.
Sessions
From “So what?” to “Now what?”: Turning journey mapping into real business impact
Too often, journey mapping ends up as decoration on a wall. This workshop shows you how to flip that “so what?” moment into tangible results. Using examples from decentralized global organizations, we’ll explore how everyday requests—like reviewing customer journeys across multiple markets—can be turned into opportunities that uncover inefficiencies, hidden costs, and risks leaders can’t ignore. Through hands-on exercises, you’ll identify the right first use case, map only what matters, and connect journey stages to existing business metrics. Together, we’ll design a quick win pilot and craft the one powerful stakeholder question that sparks momentum. You’ll leave with the confidence to kickstart journey management that delivers measurable impact.
For who
Designers & CX Practitioners ready to transition from being a contributor to being an organizational pioneer.
Individuals who want to lead the charge in establishing a customer-centric culture, regardless of their current environment.
Aspiring Leaders who need a clear, proactive strategy to build a foundation for journey management that drives genuine business value.
Key takeaways
By the end of the session, participants will:
Know how to turn a “so what?” request into a “now what?” opportunity leaders actually care about.
Learn to spot the right first use case that creates traction inside a decentralised organisation.
Practice a minimalist mapping approach that avoids overwork and focuses only on what drives results.
Be able to link journey stages to existing business metrics instead of inventing new ones.
Leave with the confidence to secure momentum by delivering one quick win and asking the right stakeholder question.
Journeys & ecosystems