AEM Templates Design System

Prudential's content ecosystem lacked a scalable framework for creating consistent digital experiences across business lines. Page experiences were inconsistent, content production was slow, design effort was duplicated, and brand consistency was difficult to maintain.

There was no standardized framework for creating pages across multiple business lines and customer journeys. Components were too granular to be opinionated and too unstructured to enforce consistency, which meant marketing teams were continually reinventing layouts and losing time to coordination instead of content.

I partnered with product marketers, content authors, content strategists, designers, and business stakeholders through interviews, journey mapping, and a full evaluation of the content ecosystem. The framework I defined organized templates around the customer journey: TOFU templates for awareness and discovery (storytelling, dynamic content, rich media, exploration-focused CTAs); MOFU templates for education and comparison (product comparisons, tools, decision-support content); and BOFU templates for conversion and personalization (personalized recommendations, dynamic experiences, returning-user support). Each tier balanced author flexibility with built-in consistency and brand guardrails.

Structured AEM Templates Design System documentation

• Tiered AEM template taxonomy (TOFU / MOFU / BOFU)
• Reusable page frameworks aligned to journey stages
• Authoring guidance and governance recommendations
• Cross-functional alignment artifacts for content and marketing teams

The framework created a scalable content system that reduced ambiguity for authors, improved consistency across digital experiences, and connected content strategy directly to the customer journey. It established reusable design patterns the org could continue to extend, and shifted the team's focus from producing individual pages to designing a system capable of supporting future business growth.