Product Manager & Digital Experience Leader
SIMONA ORLANDI
Experienced Product Manager with over a decade of work across product strategy and digital experience leadership, working in complex environments where technology, business and user needs must move together. My background includes companies such as Unipol, Aruba, QubicaAMF and Ducati, where digital services and platforms often sit at the intersection of multiple systems and stakeholders. For me the "why" comes before the "what" and the "how"; that’s where distinctive products begin, and where product vision takes shape and becomes a meaningful experience for the people who use it.
KEY PROFESSIONAL EXPERIENCES
Product Manager & Head of Design — ACSoftware S.r.l. (2024 - Present)
I lead product strategy and go-to-market for IoT, education, AI-powered and cloud-based platforms, defining value proposition, roadmap, metrics and KPIs, ensuring cross-functional alignment across business, marketing, engineering and design.
I drive the adoption of AI-driven workflows in product discovery and delivery, improving decision-making, execution and strategic alignment.
I introduced structured discovery and market intelligence practices (competitive analysis, user research, stakeholder workshops), contributing to pricing and offering definition.
I lead UX/UI, CX and project execution across multi-channel ecosystems (insurance, banking, education, AI, construction), ensuring product vision and consistent delivery across teams.
I built and lead a design team of 5+, establishing governance and cross-functional workflows across commercial, communication, engineering and client facing teams, improving operational efficiency by 40%.
Lead UX/UI Designer (Product driven) — Aruba S.p.A. (2023 - 2024)
I led product design and strategy across the full redesign of Aruba's corporate digital ecosystem, including all 27+ websites, wikis and continuous improvement.
Acting as the central reference across parallel workstreams, I ensured alignment on product vision, set experience standards and maintained consistency across distributed teams and stakeholders, coordinating a team of 4+ designers.
Lead Designer & Product / Project Manager — Unipol Gruppo S.p.a. (2016 - 2022)
I grew from UX/UI designer to product and design lead over six years, taking full ownership of UniSalute’s digital ecosystem: customer app, reserved area, unisalute.it and internal platforms.
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 at UnipolSai’s Beyond Insurance COE, I led cross-functional teams across Health, Mobility and Property ecosystems, driving 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.
CONTACTS
SKILLS
Product & Strategy
Product Management, Product Strategy, Product Lifecycle, Roadmapping, Go-to-Market, OKR, Metrics & KPIs, Value Definition, Competitive Benchmarking, Market Fit, Pricing, Agile, Scrum.
Experience & Design
UX/UI Design, CX Strategy, User Research, Discovery, Design Thinking, Design System, Journey Mapping, Personas, Prototyping, Multichannel Governance.
Leadership & Collaboration
Cross-Functional Leadership, Stakeholder Management, Team Building, Change Management, Complex Problem Solving, Big Picture Thinking.
Tools
Lovable, Figma, Miro, Jira, Confluence, Framer, Adobe CC, Generative AI Tools, Analytics, Hotjar, Notion
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 spanning multiple device types: large-scale LED displays, kiosks, tablets and a core 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 — Sterigenics 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.
LANGUAGES
Italian: Native
English: C1 Fluent
French: B2/C1 Fluent
German: A2 Beginner
MENTORING
ADPList Design Mentor
EDUCATION
Product Management Master Product Heroes (2024)
Associate Degree ITS EQF5 Multimedia & Communication (2015)
Technical Diploma
Accademia di Belle Arti Bologna
Scenography (2005)
High School Diploma
Scientific & Linguistic (2004)