Vittoria Digital

Vittoria Assicurazioni is one of the most solid and longstanding players in the Italian insurance sector. With a widespread network of over 500 physical agencies, it has built its business model on direct, personal relationships between agents and customers. The agent has always been the linchpin of the relationship, the trusted point of contact for every policy, contract or consultation.

In this context, developing an online sales channel did not simply mean designing an e-commerce site. It meant undertaking a profound transformation: integrating digital tools while strengthening the local network, keeping human and advisory value at the core of the experience.

This is how Vittoria Digital was born: a project aimed at creating digital access for specific groups of affiliated users, while leveraging the deep-rooted and well-established nature of Vittoria Assicurazioni. A bridge between two worlds, built with care, method and vision.

Objectives

Vittoria’s ambition was twofold:

• Broaden access to its insurance products for new target groups, starting with affiliated categories such as the Carabinieri, Guardia di Finanza, other military corps and partner organisations
• Maintain the central role of the agency network, turning every incomplete online interaction into an opportunity for agents to connect locally

In other words, the goal was not to disintermediate the role of the agent, but to strengthen it by providing tools to identify emerging needs, while preserving the quality of the relationship.

Main challenges

Designing Vittoria Digital meant facing significant challenges on several levels:

• Creating a resource for the agency network, not a competitor: creating a digital channel that would be perceived as an ally, not a competitive threat, was a delicate balance. All design choices had to take into account network reach and established internal dynamics
• Mitigating insurance complexity: the language, products and pricing mechanisms in the insurance industry are complex. Bringing them online while maintaining clarity, trust and transparency required a major design and communication effort
• Legacy systems: Vittoria Digital is not an isolated system. It was integrated with highly specialised in-house legacy platforms, originally designed for agency operations and evolved over time to meet product needs and management objectives. Managing this complexity was one of the most challenging aspects
• Specialised target groups: the first audience involved consisted of affiliated groups, such as the Carabinieri, with specific needs and a strong focus on security and service reliability.

Results

The results achieved are on two complementary levels: on one hand, the immediate benefits linked to the launch and initial adoption of the digital channel; on the other, the strategic benefits that are helping to shape Vittoria Assicurazioni's digital future.

Immediate benefits

• Vittoria Digital as Vittoria Assicurazioni's first direct online policy issuance channel
• Lead generation system, capable of intercepting drop-offs in the purchasing process and directing them to dedicated agents
• Introduction of accessible-by-design development practices, reinforced by subsequent formal assessment

Strategic benefits

• Creation of a scalable design system, which made it possible to standardise components and patterns, improving the consistency and quality of subsequent projects
• Adoption of collaborative tools and methods, such as Figma and iterative working practices shared between stakeholders
• Strengthening the relationship between the digital channel and agencies, thanks to a model that integrates online sales with agent consulting. to standardize components and patterns, improving consistency and quality across future projects.

Internal reception has been extremely positive: Vittoria Digital has been recognised as a key milestone in the company's innovation journey, successfully balancing longstanding needs with new market opportunities.

Process and methodology

Analysis and operational alignment

The initial phase focused on analysing needs and gathering information, which was often fragmented across multiple stakeholders. To facilitate real alignment, we created flowcharts and operational visualisations that allowed all stakeholders to share a single, concrete view of objectives and constraints.

Rapid prototyping and validation

We developed high-fidelity prototypes in Figma, used not only as design tools, but as genuine 'mediators' in discussions with stakeholders of varying seniority. This approach has reduced misunderstandings, accelerated the approval cycle and brought clarity on functionality and user flows.

Targeted user testing

Validation did not stop at the internal level. We organised test sessions with real users from the affiliated groups, aligned with the requirements. These tests revealed behaviours, expectations and pain points that would have been impossible to identify otherwise, helping to refine language, flows and interactions. Each test session proved invaluable in challenging certain established beliefs, helping to further enrich the perspective of the Vittoria team, which already has a deep understanding of the customer and the context.

The client recognised the great value gained from listening directly to users, synergistically enriching both the experience and Vittoria’s already solid knowledge of its user base.

UI/UX design and design system development

The design work was guided by a key principle: innovate without disrupting. We updated visual components such as buttons, typography and micro-interactions, while maintaining a link with the traditional image of Vittoria. At the same time, a modular design system was created, capable of supporting both the future evolution of Vittoria Digital and other projects in the ecosystem.

Focus on accessibility

From the very beginning, we designed with accessibility in mind, anticipating needs that only later became explicit requirements. Each design choice followed accessibility best practices, applied with the common sense necessary for context-driven design, rather than a purely academic approach. The guidance provided to the IT team only served to support and strengthen the commitment to a more inclusive digital experience.

Continuous monitoring and support

Our involvement did not end with the launch. We have guided, and continue to guide, Vittoria in defining monitoring KPIs and interpreting performance data. To do this, we supported the identification of the most critical points to focus on through the use of Google Analytics and Hotjar. This allows us to initiate continuous evidence-based optimisation cycles and keep the project alive and evolving.

Today Vittoria Digital represents not only an additional channel, but a concrete example of how innovation can serve a traditional model without altering it, but rather strengthening it, and can grow through shared progress.

The project helped initiate a wider cultural shift within Vittoria Assicurazioni: a move towards an even more agile design approach, an iterative method and the conscious adoption of digital tools to strengthen, rather than replace, human relationships.

A solid and conscious first step towards a future that is more accessible, more integrated and closer to people's real needs.