Challenge

The investment landscape included multiple Segregated Funds, varying access levels, regulatory constraints, and external performance integrations (Morningstar). Entry points varied — including campaign traffic — but pathways lacked cohesion. The experience needed to guide users from high-level product understanding through detailed fund information and performance tools without fragmentation or confusion.

Approach

I mapped and structured the full digital pathway from campaign entry through product selection, fund education, administrative content, and performance data access. This included defining a scalable information hierarchy across segregated fund types, aligning product-level messaging with detailed fund data, and integrating Morningstar pricing and performance portals within a cohesive user journey. I ensured regulatory and private-access considerations were incorporated into the structure while maintaining clarity and logical flow. The resulting framework connected previously siloed content into a unified, product-driven digital experience.

Impact

The initiative created a clearer, more intuitive navigation model for segregated funds, improved alignment between campaign traffic and fund-level engagement, and established a structured foundation that supported product launches, performance visibility, and advisor/client decision-making across Manulife’s investment platforms.