“Systemic product design is a fully fledged method for creating complex digital products, especially in the B2B environment,” says Anastasiia Rubezhyna, then apologizes and takes a sip of coffee. She explains that the drink has been sitting there since morning, but the workload has been so heavy that she simply did not have time to drink it earlier. We connect on Zoom at around nine in the evening: a rigid schedule is the reality of a Founding Product Designer who has spent the last five years working with YC-backed startups in the insurance sector.
Anastasiia Rubezhyna has eight years of experience in product development and specializes in building complex B2B solutions at the intersection of technology, domain logic, and systemic UX, working at the level of product vision and architecture. Since 2021, she has been working with projects that were selected by Y Combinator, one of the world’s best-known startup accelerators and early-stage investors, and received its funding and support.
For the past two years, Anastasiia Rubezhyna has been focused on insurance products. Among the projects to which she has been directly connected are the creation of a system used to automate calls and support customers — a voice assistant platform at Strada — as well as the development of a platform and assistant for geolocation-based risk assessment and the automation of underwriters’ work at ResiQuant. This is precisely the kind of environment in which data accuracy, reliability of decisions, and well-thought-out product architecture are critically important.
We ask Anastasiia about systemic product design in B2B, gently reminding her where our conversation began. She immediately picks up the thread and continues her thought: “In the B2B environment, a product must be not only user-friendly, but also resilient, scalable, predictable in operation, and capable of withstanding a high degree of operational responsibility. In fields such as insurance, the cost of error is far too high to treat design merely as a matter of interface or aesthetics.”
Anastasiia explains the specific nature of insurance technology environments: here, every decision affects financial risk, the speed of decision-making, the accuracy of assessment, and the level of trust in the system as a whole. For this reason, in the expert’s view, a systemic approach to product design is critically important: “It is about the ability to see the product as an integrated architecture of interconnected processes, roles, data, and usage scenarios, rather than as a set of separate functions. That is the key difference between a systemic and a linear approach to design.”
Drawing on her personal experience in the insurance sector, Anastasiia elaborates, at our request, on the user of B2B platforms in the insurance industry: “This is not a mass-market consumer, but an industry specialist: an underwriter who professionally evaluates risk, a portfolio manager, or an operator of a complex internal system.”
We ask what this means for her as a Founding Product Designer, and Anastasiia explains: “First and foremost, it points to the multilayered logic of B2B platforms. It is important that the product I create meaningfully supports the professional process, that information is organized clearly, and that the interface does not create additional cognitive load. Otherwise, all of the specialists I listed above will not be able to do their jobs effectively.” Anastasiia falls silent for a few seconds, takes a couple of sips of coffee, sighs softly, and then brings the thought to a close: “In a consumer product, an error may mean inconvenience, but in insurance tech, an error means incorrect risk assessment, delayed decisions, and, as a result, financial losses.”
Anastasiia Rubezhyna emphasizes that systemic product design in the insurance field must begin not with the visual layer, but with logic, with the formation of structure: “First come the answers to the questions of how data moves, how modules are connected, what decisions the user makes at each stage, and which exceptions and critical scenarios need to be taken into account — and only then comes the external design.” According to Anastasiia, she pays particular attention to systemic thinking when evaluating and selecting Ukrainian startup pitches: in 2025, the expert served as a Jury Member at UAtech Venture Night, which is part of a global series of events held within leading international technology conferences, including Web Summit, VivaTech, and TechCrunch Disrupt.
“Scalability in B2B architecture is also impossible without systemic thinking,” the designer notes. “A product must grow together with the business. And for that to happen, design must be embedded as a system from the very beginning.” Otherwise, according to the IEEE member — one of the world’s largest professional associations in engineering and technology — every new expansion turns into a compromise and, over time, into chaos.
In this context, systemic product design emerges as a recognized method for working with complexity. It makes it possible to create products that establish a reliable operational foundation for business. In insurance technology, this is especially important, because the quality of the architecture is equal to the quality of the decisions it enables.
