I'm Kristin

I'm a Digital Product & Experience Leader who works at the intersection of product strategy, CX, research, design, and growth — translating customer insight into clear journeys, better digital experiences, and measurable outcomes.

I’ve worked both ends of the spectrum: owning product end-to-end as a founder building from zero, and leading product, CX, and digital strategy inside complex enterprises including CIBC Wealth Management, Manulife, TD Wealth, and Rogers. That combination is where I do my best work — bringing founder instincts, systems thinking, and entrepreneurial speed to environments that need strategic clarity, stakeholder alignment, and disciplined execution.

I specialize across the product lifecycle, from discovery and 0→1 launches through growth, retention, and experience optimization. In five months, I grew organic traffic 17x through SEO, content strategy, social, and funnel optimization. I build systems that connect strategy to outcomes — ensuring what gets delivered is clear, usable, adopted, and tied to business value.

I’m at my best in ambiguous environments where the problem isn’t fully defined, the path isn’t obvious, and someone needs to turn insight into a clear strategy, roadmap, story, and plan. I also use AI tools actively to accelerate research, synthesis, iteration, and decision-making.⤵

"I bring clarity to ambiguity — turning complex customer and business problems into focused product direction, smart trade-offs, and shipped experiences people actually use. I work at the intersection of strategy, insight, and systems thinking, grounded in customer needs and focused on earning trust, loyalty, and advocacy."

Kristin Morris

  • CIBC Wealth Advice Centre

    Co-led the product vision and future-state digital strategy for the CIBC Wealth Advice Centre, a platform initiative designed to unify digital advice capabilities across CIBC’s wealth ecosystem. The work focused on creating a cohesive client experience across fragmented platforms while aligning product strategy, experience design, and business priorities. I partnered with UX, marketing, analytics, product, and compliance teams to define a multi-year roadmap to guide investment decisions.

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  • Manulife Investments Digital Experience Strategy

    At Manulife Investments, I led digital product and experience strategy across web, mobile, and advisor platforms within the investment channel. The mandate was to modernize client and advisor experiences while supporting product growth, regulatory requirements, and enterprise alignment.

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  • TD Wealth Digital Transformation

    As a member of the TD Wealth Web Strategy team, I supported the redesign of TDWaterhouse.ca and WebBroker — two high-traffic investment platforms serving retail investors. The mandate was to modernize the experience while strengthening measurement, insight, and long-term digital alignment across TD properties.

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  • Rogers Business Portal Strategy

    At Rogers Business, I defined the digital strategy and multi-phase product roadmap for a $3.5M transformation of the Rogers Business portal, modernizing the account-based digital experience for both SMB and enterprise customers. The mandate was to simplify a complex product ecosystem while differentiating experiences across customer tiers and creating a scalable foundation for more tailored, context-aware interactions.

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  • Manulife – Segregated Funds Digital Channel Strategy

    As Digital Channel Lead for Segregated Funds, I led the experience strategy and channel integration supporting Manulife’s investment product ecosystem. The mandate was to create a clear, scalable navigation structure that connected campaign traffic, product education, fund information, and performance data across multiple segregated fund lines.

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  • Manulife – Globe & Mail Life + Health Campaign

    As Digital Channel Lead, I designed the end-to-end traffic and conversion architecture for a Globe & Mail Life + Health campaign supporting Manulife products. The initiative spanned print placements, editorial features, digital banners, and homepage takeovers — all requiring structured digital pathways into product and advisory experiences.

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  • 3 Keys Visionary Art Landing Page

    I designed the 3 Keys landing experience as a guided, multi-path journey—helping visitors explore sessions by mood or category, receive personalized recommendations, and move seamlessly from discovery to trial, purchase, or membership.

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  • Person sitting on a bed in a bedroom with text about a quiz on childhood wounds.

    3 Keys Quiz Conversion Funnel

    I designed the 3 Keys Quiz as an interactive entry point into 3 Keys Visionary Art — guiding visitors from initial curiosity to a personalized product recommendation and seamless purchase experience.

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  • Divinart Landing Page

    The Divinart landing page is a visually immersive, brand-driven experience designed to communicate a distinctive artistic identity while guiding users through a clear, intuitive discovery journey.

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  • 3 Keys Member Experience Flow

    The 3 Keys Member Experience Flow maps the post-purchase journey within the membership portal, guiding users from login to content engagement. Members self-select emotional categories, explore curated session options, and engage with targeted 3 Keys healing videos aligned to their current needs.


    The flow prioritizes clarity, intuitive navigation, and user autonomy, ensuring a seamless path from entry to session completion while reinforcing perceived value and ongoing engagement.

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