2025

Soma Design Language

Led the evolution of Soma Design Language by designing a new Design System architecture for XP Inc., unifying multiple brands, products, and experiences into a single scalable platform.

The initiative unified 13+ brands and 26 themes within a single ecosystem built on foundations, design tokens, components, templates, and shared patterns. More than 1,000 screens were consolidated into just 19 reusable templates, significantly reducing operational complexity across Design and Engineering.

The project reduced code duplication by 86.3%, eliminated over 3.2 million lines of implementation, and accelerated delivery by reducing development time by 72% and design creation time by 50%.

Soma was never created to build components.

It was created to solve complexity.

As XP Inc. expanded across multiple brands, products, and digital experiences, teams evolved independently.

Over time, this resulted in thousands of screens, fragmented patterns, duplicated efforts, and growing operational complexity.

Scaling this model was no longer sustainable.

Soma was created as a shared foundation that connects Design, Engineering, and Product through a single language.

More than a Design System, it became the platform that unifies brands, themes, and digital experiences across XP Inc., enabling teams to build consistently and scale efficiently from the same foundation.

From Interfaces to Language

The industry has evolved from screens to components, from components to tokens, and from tokens to themes.

Soma is taking the next step.

We are moving beyond visual definitions and into semantics. Beyond colors and spacing. Beyond implementation details.

Instead of defining appearance, we define meaning.

The result is a shared language that connects Design and Engineering, allowing products, brands, and experiences to scale from the same foundation.

Building at Scale

At its foundation are thousands of design tokens that define colors, typography, spacing, motion, and behavior.

These foundations power reusable components that serve as the building blocks of every experience. From there, components evolve into recipes, validated patterns that solve recurring user needs. Recipes combine into compositions, larger structures that represent meaningful parts of a product journey.

At the highest level, templates bring everything together, enabling teams to build complete experiences faster and with greater consistency.

Soma is more than a component library.

It is a scalable system for building digital products.

The Power of Simple

When Design Drives Business Outcomes

The impact went far beyond the interface.

In strategic journeys such as retirement planning, simplifying the experience reduced the number of steps required to complete key tasks, increased conversion rates, and significantly improved the customer experience.

Because simplicity benefits more than the people using the product.

It creates measurable value for the business.

One Foundation for Every Brand