The most important result you need to know
The problem, options considered, and strategic choice
Prudential faced fragmented and inconsistent journeys in selling individual insurance through bank partners (Itaú, XP, BTG). The lack of UX standardization was causing:
Option A: Deep customization per bank partner
❌ Discarded: Very low scalability, unsustainable maintenance cost, impossible to standardize metrics
Option B: Single generic template without personalization
❌ Discarded: Partner resistance, loss of brand identity, low expected adoption
Option C (Chosen): Shared and flexible Design System with modular components
✅ Selected: Balance between consistency and flexibility, scalable, reusable components
Sacrificed: Extreme customizations and deep personalization that some partners wanted for their specific experiences.
To gain: Unified and consistent cross-partner experience, scalability for new partners, and ability to measure/optimize centrally.
Reasoning: In a B2B ecosystem with multiple partners, consistency is trust. End customers gain confidence when the experience is predictable, regardless of the entry channel.
Data, methodology and learnings
Initial mapping identified 15% of losses attributed to inconsistencies in journeys between partners. After implementing the shared Design System:
To ensure Design System adoption by all stakeholders:
Deliverables:
During Design System implementation:
Learning: Investment in documentation and upfront training would have reduced friction in technical onboarding.
With current GenAI technologies, I would implement:
Estimated impact: 50% reduction in onboarding time for new partners + 10-15% increase in conversion via personalization.