Product Configurator & Tools
B2B Platform
Insurance / BFSI
0→1 Design
Overview
Banca Product configurator is a no-code workflow automation tool that let product admins configure complex products without needing engineers or third party tools. I led product design from initial concept through MVP launch, helping take the product from idea to working prototype in just 80 days.
Problem
The existing product release pipeline lacks a uniform, scalable way to build products directly in the platform. Every new partner requirement needs a built from scratch even when product are nearly same.
This approach created long release cycles, duplicated effort, and made scaling partner operations increasingly difficult.
The goal was to replace slow, engineering-heavy microsite builds with a flexible workspace where product admins could configure SKUs, journeys, documents, and partner branding, launching products in days instead of months.
Initials Steps
To understand the real workflow behind building and maintaining banca products, I ran discovery workshops with ten stakeholders across product and engineering, and conducted deep dives into competitor configurators. This helped uncover the core problems: every product was a fresh build, partner APIs varied wildly, configurations were inconsistent, and simple changes required engineering intervention. The lack of reusable modules or standardized experiences slowed delivery and created partner dissatisfaction.
Prototype Explorations
Through exploration and rapid prototyping, I designed a modular architecture and a guided, step-by-step configuration flow that allowed product admins to build partner journeys without touching code. I also developed the workspace information architecture, white-labelling system, journey builder, rules engine, and a unified design system that could flex to match any partner’s branding or business needs.
I validated the mid-fi prototype with internal and partner stakeholders, iterating into a polished high-fidelity product experience. The design has become the blueprint for how ICICI Lombard will scale B2B insurance products, setting a reference model for future platform initiatives.
Banca Assist is currently under development, with the design defining a clear path to reduce TAT, lower build costs, eliminate dependency on engineering for minor changes, and dramatically increase the number of partners that can be onboarded each month.
Key Outcomes
Replaced one-off, engineering-heavy microsite builds with a modular configurator, enabling product teams to launch partner-ready insurance products without writing a single line of code.
Designed a unified workspace covering SKUs, journeys, documents, and partner branding, reducing configuration inconsistencies and eliminating the need for engineering intervention on routine changes.
Built a scalable white-labelling system that allows any partner's branding to be applied and previewed in real time, significantly reducing onboarding effort per new partner.
Established a reusable design system and guided configuration flow, cutting training complexity for product admins and setting a repeatable standard for future B2B platform initiatives.
Project Enablers
Designer-led discovery to identify core needs, constraints, and gaps in the existing microsite process
Organised Workshops with 10+ stakeholders to map real workflows from product, dev, and partner perspectives
AI-assisted thinking, using Claude to organise information architecture, synthesise requirements, and explore structural patterns
Rapid AI prototyping with Lovable and Figma Make to pressure-test early concepts
Close collaboration with product and engineering to validate feasibility for complex scenarios such as payment modes, partner APIs, and custom journeys
Iterative testing with internal users and partner representatives to refine the guided configuration experience.
This is just a snapshot of the entire design process.
Some details are under NDA, happy to walk through the full process in a conversation
