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UniCredit launches DesiGenZ - a workshop-based competition for Gen Z - to discover new ideas for best in class customer journey design

The competition is open to all university students in Italy



UniCredit, together with Eastwest, today opens the registrations for DesiGenZ, the workshop-based competition focused on finding new ideas for best in class customer journey design for the Bank's future services by working with the bright minds of Generation Z [1] .

Up to 30 domestic  and international university students (aged 20 -26) currently studying in Italian universities will meet on 13-14 November in Milan to compete in designing a brand-new customer journey for UniCredit's services, using their creativity, vision and drive as well as the "design thinking" tools supplied during the workshop.


Students will participate as teams. They will be presented with an example customer profile, including the specific needs of the particular customer, and the teams will create a full user journey to match these needs. All of the journeys designed will be tested under real-world conditions, tweaked based on the results and finally presented to a jury of UniCredit Senior Management who will select the winners.


The three best teams will receive a monetary prize - €5.000 for the winning team, €2.500 for the second best team, €1.000 for the third. All of the participants will gain real work experience and transferable skills,  and a selection of top performers will be considered for potential internship opportunities with UniCredit.


Gianni Franco Papa, General Manager of UniCredit, said: "The expectations of customers continue to evolve, driven by the availability of digital solutions. At UniCredit we are fully committed to exploring possible applications of the new technologies for banking and financial purposes, that can enhance the quality of our products and services and improve the customer experience, leveraging on highly-specialised offerings and fast answers. "Customers First" is our first fundamental: listening and being closer to all customers - as we are doing with this workshop - is crucial to really deliver tangible solutions, and anticipate their needs."


Carlo Vivaldi, Head of Central and Eastern Europe Division in UniCredit, added: "Demographic trends across the CEE region show significant growth in digitalisation, particularly among the younger generations such as Generation Z. As a Bank, we are committed to building strong relationships with younger generations because they will be our primary customers in the near future and we want to be able to understand and respond to their banking needs using relevant digital tools. The DesiGenZ workshop is a great opportunity for us to develop solutions in a different way with innovation and creativity as the key drivers behind the end product."

Interested students can submit their application on the website:



Milan, October 3, 2018





UniCredit Media Relations Tel +39 02 88623569 e mail:

Eastwest e mail:



[1] Generation Z or Gen Z is defined as the demographic cohort after the Millennials composed of people born between 1995 and 2010