Martina Francella
Senior Service Designer at Zurich Insurance
Martina Francella is a Senior Service Designer at Zurich Insurance Group. Her academic foundation in business and economics, including a Master’s degree from Politecnico di Milano and experience as a Teaching Assistant, combined with a hands-on approach to service design, enables her to bridge high-level strategy with real-world execution. At Zurich, she leads and scales Customer Journey Management pilots across multiple countries, aligning customer experience improvements with core business objectives and securing executive stakeholder buy-in.
Her focus is on elevating customer experiences by designing intuitive service interfaces and journeys that integrate seamlessly with Zurich’s strategic goals—ensuring each interaction is not only effective but memorable. Driven by tangible results, she brings a practical, outcomes-oriented perspective to journey management work. She continuously draws on her academic and professional experiences to shape her design philosophy, blending innovation with rigour in the evolving field of service design. In addition to her corporate role, she runs an olive oil business in Tuscany (Italy), reflecting her entrepreneurial spirit and connection to her regional roots.
Martina Francella
Senior Service Designer at Zurich Insurance
Martina Francella is a Senior Service Designer at Zurich Insurance Group. Her academic foundation in business and economics, including a Master’s degree from Politecnico di Milano and experience as a Teaching Assistant, combined with a hands-on approach to service design, enables her to bridge high-level strategy with real-world execution. At Zurich, she leads and scales Customer Journey Management pilots across multiple countries, aligning customer experience improvements with core business objectives and securing executive stakeholder buy-in.
Her focus is on elevating customer experiences by designing intuitive service interfaces and journeys that integrate seamlessly with Zurich’s strategic goals—ensuring each interaction is not only effective but memorable. Driven by tangible results, she brings a practical, outcomes-oriented perspective to journey management work. She continuously draws on her academic and professional experiences to shape her design philosophy, blending innovation with rigour in the evolving field of service design. In addition to her corporate role, she runs an olive oil business in Tuscany (Italy), reflecting her entrepreneurial spirit and connection to her regional roots.
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