CONTACTS
Product Manager Digital Services | UX Leader
SIMONA ORLANDI
With 10+ years in product management and digital services (Unipol, Ducati, Aruba.it, Qubica AMF), I lead customer-centric product vision, roadmaps, and UX coordination across B2B and B2C environments. Currently conducting discovery on an IoT-based digital services initiative for manufacturing and Industry 4.0/5.0, covering energy monitoring and production cost optimisation. What drives me is watching a well-defined product idea grow into something people genuinely depend on, built for the right "why".
KEY PROFESSIONAL EXPERIENCES
Product Manager & Head of Design — ACSoftware S.r.l. (11/2024 - Present)
I built and scaled the Design Department (5+), defining governance, hiring, capacity and workflows, improving operational efficiency by 40% and reinforcing strategic alignment across Product, Sales and Technology.
I lead UX/UI, CX and product strategy across multi-channel digital initiatives in insurance, banking, education, AI and construction, overseeing product vision, roadmap, go-to-market alignment and digital experience governance across a multi-client portfolio.
I introduced structured discovery and market intelligence practices, running competitive analysis, user research, personas, journey maps, pricing, budget and stakeholder workshops with internal teams, clients and prospects.
Currently conducting discovery and building solution on IoT-based digital product, owning the full product lifecycle, go-to-market strategy, roadmap, pricing and business case development in an industrial B2B environment, while leading the adoption of AI-augmented workflows in product and design processes.
Lead UX/UI Designer (Product driven) — Aruba S.p.A. (09/2023 - 05/2024)
I led UX strategy and cross-functional design alignment across the full redesign of Aruba's corporate digital ecosystem, including all 27+ websites and wikis.
Acting as the central design reference across parallel workstreams, I set experience standards, ensured brand consistency and maintained product vision coherence across distributed teams and stakeholders.
Lead Designer & Product / Project Manager — Unipol Gruppo S.p.a. (09/2016 - 05/2022)
I grew from UX/UI designer to product and design lead across six years, taking full ownership of UniSalute's digital ecosystem (customer app, reserved area, unisalute.it and internal platforms) ensuring continuous alignment between business stakeholders and ICT teams throughout product delivery.
I built and led an in-house design team of 2+, introduced digital brand governance and drove the digital rebranding of UniSalute.
In my final role I moved to UnipolSai's Beyond Insurance COE, where I led cross-functional teams across Health, Mobility and Property ecosystems, coordinating system integrators and ICT delivery cycles using Agile and Scrum, using data-driven KPIs to monitor costs, track performance and drive product evolution from vision to rollout.
I led UniSalute Up from discovery to launch, running a design-first, stakeholder driven process with operations and customer service teams. The app reduced call center volume by 30% and won the Le Fonti Award as Best Health Insurance App of the Year.
WORK AWARDS
2025 Premio Spina
Observa for Mudem, Banca d’Italia Virtual Museum: special mention for inclusivity & innovation.
2019 Le Fonti Awards
UniSalute Up Best Health Insurance App of the Year: special mention for UX, CX & innovation.
WORK: OTHER EXPERIENCES
Product Designer and Researcher — QubicaAMF S.p.A. (2022 - 2023)
I led product discovery and strategic definition within an industrial B2B2C ecosystem of IoT-connected devices: large-scale LED displays, kiosks, tablets and a centralised management platform.
Working in R&D and cross-functional teams, I ran full discovery cycles across competitor analysis, market research, user interviews, personas, journey mapping and iterative prototyping to define new products and redesign existing software interfaces across the entire device ecosystem.
I shaped the first career path and ladder for the Design function, supporting team growth, role clarity and long-term scalability.
Graphic Designer | UX/UI — Ducati Motor Holding S.p.A. (2015 - 2016)
I worked on brand-centric UX/UI design for digital assets and web templates, ensuring and overseeing online brand consistency.
I designed and produced digital content and visual assets for product launches and web campaigns in the racing sector, consistently driving user engagement and brand visibility.
Internal Sales, Marketing & Digital — Gammarad S.p.A. (2011 - 2014)
I managed client contracts and commercial relationships in a B2B industrial environment specializing in pharmaceutical sterilization.
I handled digital communication, website updates, marketing campaigns and NPS surveys across healthcare, pharmaceutical and food and wine industry sectors.
SKILLS
Hard Skills: Product Strategy, Product Lifecycle, Digital Services, IoT-based Products, B2B Product Management, UX / UI Design, User Research, Customer Experience, Governance, Stakeholder Management, Cross-Functional Leadership, Roadmapping, Business Case Development, Value Definition, Competitive Benchmarking, Metrics & OKRs, Cost & Profitability Monitoring, GTM & Market Fit,
Soft Skills: Collaborative leadership, Cross-functional communication, Complex problem solving, Big picture thinking, Stakeholder alignment, Change management, Customer-centric mindset, Data-driven decision making, Simplify complexity.
Tools: Figma, Miro, Jira, Confluence, Framer, Adobe CC, Generative AI Tools, Analytics, Hotjar, Notion, Vibe coding.
LANGUAGES
Italian: Native
English: C1 Professional
French: B2/C1 Fluent
German: A2 Beginner
MENTORING
ADPList Product & Design Mentor
EDUCATION
2024 : Product Management Master, Product Heroes
2015: Associate Degree ITS EQF5 Multimedia & Communication, Final grade: 100/100 Istituto Salesiani (Bologna)
2005: Technical Diploma Accademia di Belle Arti, Scenography (Bologna)
2004: High School Diploma Scientific & Linguistic, Liceo Copernico (Bologna)